RESEARCH BRIEF
FROM THE CENTER FOR MEDIA RESEARCH
Monday, November 10, 2008
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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