The survey was conducted via instant polling technology among 1,200 marketers and agency executives during the ANA’s annual conference Oct. 16-19 here.
It found that 33% of marketers plan to reduce spending as a result of the current financial crisis; 33% plan to reallocate spending; 27% plan to increase spending; and 7% plan no changes.
When asked about marketing plans for next year, 26% of respondents said they planned to increase spending by more than 10%; 28% said they planned to hold their spending stable; 14% said they planned to decrease spending by less than 10%; and 19% said they planned to decrease spending more than 10%.
The survey also asked marketers which marketing vehicle offered their brand the greatest opportunity for growth. The top response was social media integration (28%), followed by grassroots, viral public relations (19%); traditional 30-second TV spots (17%); Web advertising (16%); one-page advertisements in a newspaper/magazine (7%); direct marketing (7%); and radio (5%).