At the recent "Masters of Marketing Conference" for the Association of National Advertisers a poll was conducted via handheld devices of some 1200 ad agency buyers and others regarding their immediate plans for advertising.  With the recent "economic downturn" you would have expected a mostly negative response..and that's what showed from a third of the respondents...but the other two thirds said they would spend at least as much as last year and 27% said it would be even more. The news was not particularly good for radio..only 5% said radio was part of their plans. But, 28% said "social media integration" was a major part of their plans.  For radio station websites with social media this would seem to be an opportunity for expanded revenue for their stations.  Here are the results of the survey...

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% 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:

  • 17% choose traditional 30-second spots
  • 7% like one page advertisements in a newspaper/magazine
  • 16% pick web advertising
  • 28% choose social media integration
  • 7% feel direct Marketing
  • 19% think grassroots, viral public relations
  • 5% like 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

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