To find out what's going on in the world of marketing and advertising,
BusinessWeek surveyed 121 top marketing and advertising executives who gathered last month to judge the Effie Awards--the
advertising prize awarded by the New York American Marketing Association to the year's most effective campaigns.
More than 42.4% of the largest advertisers (clients and agency-side
executives on accounts larger than $750 million) who responded say TV spending will take the biggest hit in their budgets this year. Then again, despite the talk of commercial-skipping DVRs and new
opportunities online, a full 18% of respondents say TV will see the biggest-percentage increase in their entire media budget.
When asked "True or False: Generating press and buzz is the
most important part of building a brand," 18 of the client-respondents say true and 16 say false. On the ad agency side, a full 63.9% of respondents say false. Another hot topic was the burgeoning
Hispanic market, but the respondents disagreed on how advertisers would best reach them.
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