ANA survey finds marketers are still challenged to cut costs

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New York—Marketers are still under pressure to cut costs, although many expect to see budgets improve this year, according to a new report from the Association of National Advertisers.

The study was based on an online survey of 108 client-side marketers, conducted in January and February. It found that 77% of marketers said they are being challenged to reduce costs across their marketing and advertising efforts as the nation emerges from recession. This is down from 83% that were challenged to cut costs last year and 93% in 2009.

The top areas for budget cuts include travel and expenses (70%), ad agency internal expenses (67%), production costs (55%) and media budgets (49%).

Twenty-two percent of marketers said they are expecting to see midyear budget increases this year, compared with 19% that expected midyear budget increases last year.

Only 37% of marketers said they expect to see their marketing budgets decrease this year, compared with 46% last year and 71% in 2009.

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