In Frenemies, Ken Auletta's latest book on the current state of the advertising industry, he describes an Upfront presentation as the seller's best attempt "to steer the buyer away from a pure economic analysis by stoking their emotions." New data from MediaVillage suggests that the 2018 Upfront/NewFront presentation season focused heavily on economic analysis and failed to emotionally impact the buying community. Vendors will need to strategically rethink their 2019 presentations to contend with the heavily transactional nature of current business decision-making.
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