Marketing and Advertising Executives Polled About Marketing Topics at Key Conference
Wednesday, November 26th, 2008
At the recent “Masters of Marketing” Conference by the Association of National Advertisers, 1,200 client-side marketers, media and creative agencies, and others were polled via handheld devices about their marketing mix, budgets, plans, and tactics throughout the event. The results are shown below.
Adjustment to current marketing and media plans to account for the recent downturn in the financial markets:
33% say spending will be reduced
33% say spending will be constant / marketing mix will be reallocated
27% expect to spend more
8% will keep everything status quo
CEO view of marketing efforts with respect to growth:
56% think of brand building as an investment
21% think it’s an unaccountable but necessary expense
15% are not sure
8% consider it an unnecessary expense
Preferred social media site for driving brand growth:
32% say none
20% say YouTube
18% say Facebook
12% like them all
10% say LinkedIn
6% MySpace
3% Twitter
Plans for marketing expense in 2009 vs. 2008:
26% plan to increase spending more than 10%
13% plan to increase spending less than 10%
28% will hold stable
14% will decrease spending less than 10%
19% will decrease spending more than 10%
The largest branding discipline offering opportunity for growth:
28% say social media integration
19% say grassroots, viral public relations
17% say traditional 30-second spots
16% say web advertising
7% say one-page advertisements in a newspaper/magazine
7% say direct marketing
5% say radio
Company’s current measurement method of brand growth:
70% say sales and net income
15% use third-party brand equity valuations
9% think shareholder value
4% measure by household penetration
3% say company culture
Source: Association of National Advertisers, October 2008
© 2008 MediaPost Communications