Study: Promotion spending tops ad spending

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Stamford, Conn.--Marketers spent $233.7 billion on promotions, compared with $211.7 billion on advertising, in 2002, according to the 2003 Promotion Trends report from Primedia’s Promo magazine.

The study, which was conducted in conjunction with the Promotion Marketing Association, found that promotion is increasingly being used as a branding tool.

Also according to the study, 64.6% of marketers said senior management is involved in marketing decisions; 70.2% of companies plan to give return on investment a higher priority in 2003; and marketers on average spend 57% of their marketing budgets on trade or consumer promotion, compared with advertising or public relations.

--Kate Maddox

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