As part of a revamp of marketing strategies, Merck has announced cut backs on TV advertising in favor of more targeted venues such as online. The company will be testing pilot programs with new drugs such as Januvia, for diabetes, and Gardasil, a cervical cancer vaccine. While TV will always have a key place in the media mix, moves like this from Fortune 100 advertisers show that marketers are more than ever starting to recognize the importance of shifting ad dollars to more closely match the way their audiences are consuming media.

Article from BizReport.com