AAF survey reveals mixed attitudes toward advertising

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Washington -- A nationwide survey conducted for the American Advertising Federation by New York research firm Erdos & Morgan found that seven of 10 executives are generally satisfied with their companies' advertising efforts, but only 7% are very satisfied. Among advertisers with a budget of $25 million or more, 63% are generally satisfied with their advertising, and 11% are very satisfied. Despite indicating an expectation that they will face more domestic competition, greater demand from customers and an increased need for marketing, only 43% of the 1,800 executives polled said they believe the importance of advertising will grow. Over the next three years, three of four executives expect their ad budgets to grow by only 5%. ``Top management has expressed an emphatic need to build and cement relationships in this unstable business environment, yet advertising is not registering as strongly as it should,'' AAF President-CEO Wally Snyder said in a release.
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