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BtoB

ANA: Marketers continue to cut budgets

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New York—Despite improvements in the economy, the vast majority of marketers continue to push for cost savings and budget reductions, according to a new report from the Association of National Advertisers. According to the ANA's “2013 Recession Survey,” 82% of marketers are looking to cut costs, and two-thirds of those plan to reduce their marketing budgets by up to 10% this year. Fifty-eight percent of marketers plan to reduce travel costs; 55% will trim internal agency expenses; 46% will cut advertising campaign media budgets; and 44% will cut back on new projects, the survey found. The survey was conducted online in January, and drew 120 client-side marketer respondents.
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