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BtoB

ANA survey finds marketers shifting to short-term plans

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New York—A newly released study by the Association of National Advertisers found that two-thirds of marketers have shifted their focus to more short-term strategies in the last six months in response to the economy.

The study was based on an online survey of 129 marketers, conducted in April.

It found that 56% of marketers have cut their media budgets as a result of the downturn; 50% have reduced their production budgets; and 41% have decreased sponsorship and event activities.

However, 68% of marketers said they plan to increase their media budgets when the recession ends, and 41% plan to increase spending on social networking and word-of-mouth marketing.

The survey also found that 73% of respondents said they would ideally implement these increased marketing activities three to six months before the recession ends.

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