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Winterberry Group sees shift from brand building to direct marketing

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New York—Based on an informal survey of marketers and suppliers and an analysis of a variety of media industry forecasting data, Winterberry Group predicted U.S. marketers would continue to shift significant dollars to direct marketing budgets from brand-building budgets.

Among its findings, below-the-line spending on direct response media channels will grow an average of 7.8% annually through 2007, the direct marketing consultancy said. Above-the line (defined by Winterberry as TV, radio, print, outdoor and Yellow Pages) advertising, is expected to grow by just 5.5% per year through 2007.

The survey was commissioned by V12 Group, a marketing services provider.

—Carol Krol

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