ANA: Snapshot of Media Plans & Budgets For 2009.

At the “Masters of Marketing” Conference by the Association of National Advertisers recently, 1,200 client-side marketers, media and creative agencies and others, were polled via handheld devices about their marketing mix, budgets, plans, and tactics throughout the event. The results are shown here:

Adjustment to current marketing and media plans to account for the recent downturn in the financial markets:

33% say spending will be reduced
33% say spending will be constant / marketing mix will be reallocated
27% expect to spend more
8%  will keep everything status quo

CEO view of marketing efforts with respect to growth:

56% think of brand-building as an investment
21% think it’s an unaccountable but necessary expense
15% are not sure
8% consider it an unnecessary expense

Preferred social media site for driving brand growth:

32% say none
20% say YouTube
18% facebook
12% like them all
10% say LinkedIn
6% MySpace
3% Twitter

Plans for Marketing expense in 2009 vs. 2008:

26% plan to increase spending more than 10%
13% plan to increase spending less than 10%
28% will hold stable
14% will decrease spending less than 10%
19% will decrease spending more than 10%

The largest branding discipline offering opportunity for growth:

17% choose traditional 30-second spots
7% like one page advertisements in a newspaper/magazine
16% pick web advertising
28% choose social media integration
7% feel direct Marketing
19% think grassroots, viral public relations
5% like radio

Company’s current measurement method of brand growth:

70% say sales and net income
15% use third party brand equity valuations
9% think shareholder value
4% measure by household penetration
3% say company culture

Source: Association of National Advertisers, October 2008