According to the “ANA Recession Survey, 4th Edition,” 83% of respondents said they continue to be pressured to seek marketing cost savings. That was down from the 87% who were challenged to do so last summer, and the 93% a year ago.
For the rest of this year, the majority of marketers (59%) forecast no change in spending, and 19% foresee budget increases. The remaining 22% expect future budget reductions, down from the 39% who indicated looming budget cuts last summer.
The online poll of ANA members took place in January and received 143 responses.