Association of National Advertisers Marketing Mix Survey Results

The Association of National Advertisers recently polled 1200 company marketers, creative agencies and media people at its Masters of Marketing Conference, and the results give an excellent snapshot into the changing priorities for allocating valuable marketing resources.

Here are some key takeaways:

• Almost as many companies are increasing marketing budgets as those decreasing, but the biggest change is a reallocation current marketing resources to different media and tactics. Most companies are decreasing traditional marketing expenditures in favor of new media and social networking strategies.

• When asked “Which discipline will offer your brand the largest opportunity for growth?”, the top four responses were:
1) Social media integration (28%)
2) Grassroots, viral public relations (19%)
3) Traditional 30-second TV spots (17%)
4) Web advertising (16%)

• The metric most companies use to measure brand growth is sales and net income.