The study was the result of a telephone survey conducted in July of 125 marketing executives and 125 advertising executives.
Among marketing executives, 65% say things aren't risky enough in their companies when designing campaigns, compared with 33% who said they take the "right" amount of risk, and 1% who said they take too many risks.
Advertising executives, by contrast, are more evenly divided in their view of marketing and advertising campaign risk. Among this group, 45% feel they don't take enough risk, 48% say they take the right amount of risk, and 6% say things are too risky for their tastes.
According to the company, marketers who tend to be risk-averse in an uncertain economy may profitably try new or unproven promotional strategies to distinguish their brands from the competition.