ANA poll finds more than a quarter of marketers plan to increase spending despite downturn

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Orlando, Fla.—Despite the economic downturn, more than a quarter of marketers plan to increase current marketing and media budgets, according to a poll by the Association of National Advertisers.

The survey was conducted via instant polling technology among 1,200 marketers and agency executives during the ANA’s annual conference Oct. 16-19 here.

It found that 33% of marketers plan to reduce spending as a result of the current financial crisis; 33% plan to reallocate spending; 27% plan to increase spending; and 7% plan no changes.

When asked about marketing plans for next year, 26% of respondents said they planned to increase spending by more than 10%; 28% said they planned to hold their spending stable; 14% said they planned to decrease spending by less than 10%; and 19% said they planned to decrease spending more than 10%.

The survey also asked marketers which marketing vehicle offered their brand the greatest opportunity for growth. The top response was social media integration (28%), followed by grassroots, viral public relations (19%); traditional 30-second TV spots (17%); Web advertising (16%); one-page advertisements in a newspaper/magazine (7%); direct marketing (7%); and radio (5%).

—Kate Maddox

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