AutoUSA Fast Stat:
Two-thirds of marketers have shifted their emphasis to more short-term strategies - such as pricing deals - in the last six months in response to difficult economic conditions, according to a study from the ANA (Association of National Advertisers).
The research found that relatively few respondents reported any marketing initiatives had been shelved or delayed, but many are being reduced, including:
- Media budgets (56%)
- Production budgets (50%)
- Sponsorship/events activities (41%)
At the same time, the study found that the activities most likely to be maintained throughout the recession include research and development (47%), public relations (42%), innovation/test/learn budgets (33%) and promotion activities (33%):
The activities most likely to be increased in the current economic environment are pricing deals (47%), social networking and word-of-mouth activities (26%) and public relations (23%).
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