ANA Poll: What Advertisers Are Thinking

Nov 5, 2008  •  Post A Comment

Want to know what advertisers are thinking? The Association of National Advertisers took a poll of the 1,200 members attending its annual Masters of Marketing conference last month, asking about their plans for strategy, budgeting and tactics as the economy and markets grow more troubling. Here are the responses to some of the questions.
How will you adjust your current marketing and media plans to account for the recent downturn in the financial markets?
Spending will be reduced (33%)
Spending will be constant / marketing mix will be reallocated (33%)
Surprisingly, we will spend more (27%)
No changes, we will keep everything status quo (8%)
How does your CEO view your marketing efforts with respect to growth?
As a brand-building investment (56%)
As an unaccountable but necessary expense (21%)
Not sure (15%)
As an unnecessary expense (8%)
What is your preferred social media site for driving brand growth?
None (32%)
YouTube (20%)
Facebook (18%)
All (12%)
LinkedIn (10%)
MySpace (6%)
Twitter (3%)
As you look toward 2009, how much do you plan to spend on marketing vs. 2008?
Increase spending more than 10% (26%)
Increase spending less than 10% (13%)
Hold stable (28%)
Decrease spending less than 10% (14%)
Decrease spending more than 10% (19%)
Which discipline will offer your brand the largest opportunity for growth?
Traditional 30-second spots (17%)
One-page advertisements in a newspaper/magazine (7%)
Web advertising (16%)
Social media integration (28%)
Direct marketing (7%)
Grassroots, viral public relations (19%)
Radio (5%)
How does your company currently measure brand growth?
Sales and net income (70%)
Third-party brand equity valuations (15%)
Shareholder value (9%)
Household penetration (4%)
Company culture (3%)


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