While many companies are cutting marketing budgets in response to the economic downturn, a surprising number are increasing them during these challenging times, according to several recent surveys. The Association of National Advertisers, which held its annual conference in Orlando, Ha., last month, conducted a quick poll of more than l,200-advertisers and agency executives in attendance. The survey included b-to-b and b-to-c marketers. While 33% of respondents said they were cutting their marketing and media budgets in response to the financial downturn and 33% said they were reallocating marketing dollars, 27% said they were increasing their budgets in response to the downturn. The remainder said they were making no changes. "There could be a feeling that the downturn is a sharp slide of shorter-term duration and the economy might start to bounce back in the second half of next year," said Bob Liodice, president of the ANA.
展开▼
