IPA research has found that advertising, marketing, sponsorship and PR budgets are all on the increase for the sixth quarter in a row -- but AAR Chief Executive Kerry Glazer cautions, don't celebrate
just yet. She pointed out that Marketing budgets are still trailing behind downturn figures and, welcome though the increases are, marketers and advertisers need to give clients demonstrable ROI
benefits soon. Brands are understandably cautious, she believes -- and so, like a a new football team manager, budget will only come to those who can demonstrate winning results to boost confidence.
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