The survey, ``What Matters Most When Marketing in a Tough Economy," was conducted by Smith & Suita Inc. and Marketwise Innovations Study, which are both marketing research and marketing services companies.
The survey findings suggest traditional advertising is losing its appeal for software executives. Fifty-five percent of the companies polled plan to decrease their ad spending this year, while only 27% plan to increase their ad budgets.
According to the survey, software executives said that the impact of advertising is difficult to measure. The study included marketing executives from 44 software companies, ranging in size from $6 million to more than $15 billion in annual revenue.