For eBusiness & Channel Strategy Professionals

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	October 29, 2008 Travel and Advertising in a Slowing Economy by Diane Clarkson with Patti Freeman Evans

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Executive Summary

The current economic environment is forcing online travel advertisers to re-craft their strategies.

Key Questions

• How have online travel advertisers adjusted advertising tactics in response to the current economic slowdown?
• What metrics are online travel advertisers currently using to measure online advertising campaigns, and how effectively will these metrics measure the impact of shifting advertising spending from off-line to online?
• What will drive the importance of marketing strategy metrics in the coming 12 months?

This is an excerpt

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