According
to an article in today’s MediaPost
News’ Marketing Daily, Marketers continue to be under heavy pressure to
reduce costs, and agencies are feeling the squeeze even more than a year ago,
confirms the latest recession-driven trends survey conducted by the Association
of National Advertisers (ANA).
However,
there is a bit of a bright spot that we should also focus on. Some survey
respondents are more hopeful than they were six months ago that advertising
budgets may be turning around, and fewer responded they are expecting budget
cuts:
17%
(versus 8% six months ago) now say they are “hopeful” that there
will be budget increases within the foreseeable future.
39%
(versus 43% in the last survey) are expecting cuts.
The
number projecting status quo changed very little (44% now versus 43% in
the last survey).
ANA’s previous recession-focused surveys were conducted in
July/August 2008 and January/February 2009. The latest, conducted in late
July/early August, drew responses from 128 client-side marketers.
