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Arbitron Acquires Media Buying Firm
International media and marketing research firm Arbitron Inc. has announced the acquisition of Marketing Resources Plus (MRP) from Interactive Market Systems, Inc., part of the VNU Media Measurement & Information Group, for $8.9m in cash.
Based in Indianapolis, Marketing Resources Plus provides media buying software systems to local and regional advertising agencies for broadcast and print media. According to Carol Hanley, Arbitron's senior vice president, Advertiser/Agency Services, the acquisition and subsequent pooling of talent will enable Arbitron to 'create new applications that combine the sophisticated multimedia buying capabilities available in MRP's SmartPlus(r) with the powerful research features currently in Arbitron's TAPSCAN(r) and Media ProfessionalSM software'.
Rochelle Sandberg, vice president, Client Services, Marketing Resources Plus, says that 'local and regional agencies are ready for a breakthrough in media buying software that enables them to operate more efficiently and gives them the opportunity to differentiate themselves competitively'.
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