Budgeting & Spending

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A Behind the Scenes Look at the 2011/12 Upfront

Benjamin Swinburne, managing director, Morgan Stanley, provided an analysis of the 2011/12 upfronts.

Wall Street's View: U.S. Advertising Agencies

Michael Nathanson, managing director, equity research, Americas, Nomura Securities International, Inc., discussed the 2011 revenue outlook for agencies.

Wall Street's View: U.S. Advertising Agencies

Michael Nathanson, managing director, equity research, Americas, Nomura Securities International, Inc., discussed the 2011 revenue outlook for agencies.

Building Efficiencies into Global Campaign Implementation

Ken Epstein, director of advertising, Electronic Arts (EA), and Kevin Freedman, CEO, Freedman International Inc., demonstrated how EA was able to drive savings and efficiencies in the implementation of its global advertising campaigns.

Building Efficiencies into Global Campaign Implementation

Ken Epstein, director of advertising, Electronic Arts (EA), and Kevin Freedman, CEO, Freedman International Inc., demonstrated how EA was able to drive savings and efficiencies in the implementation of its global advertising campaigns.

PowerPresentation: ANA Recession Survey, 5th Edition

This collection of data charts represents findings from the 5th edition of the ANA’s Recession survey. The survey finds that while 77% of marketers report that they continue to be challenged to reduce spending across their marketing and advertising efforts, that percentage has fallen from previous surveys on the topic.

Key Findings Report: ANA Recession Survey, 5th Edition

For the fifth time, ANA has surveyed it members to determine how marketing and advertising budgets are being affected by economic conditions. In this latest edition of the Recession survey, 77% of marketers report that they continue to be challenged to reduce spending across their marketing and advertising efforts, representing a decrease from previous surveys on the topic.

Optimizing Your Marketing Investment in the New Normal: A DuPont Case Study

Heide Rowan, global brand director, corporate marketing, DuPont, discussed how DuPont has battled back against the economic challenges of 2009.

Presentation: Optimizing Your Marketing Investment in the New Normal: A DuPont Case Study

Heide Rowan, global brand director, corporate marketing, DuPont, discussed how DuPont has battled back against the economic challenges of 2009.

How Long Is a Piece of String? The Challenges and Best Practices in Agency Cost and Time Benchmarking

David Beals, president and chief executive officer of Jones Lundin Beals, Inc., discussed what can and can't be effectively benchmarked and reviewed best practices for benchmarking that are relevant and actionable for client/agency relationships.

Challenging Agencies to Reduce Expenses

ANA members discussed specific areas where agencies are being challenged to reduce internal expenses and/or identify cost reductions.

Making Virtual Events Easy and Profitable

John Grosshandler, director of virtual events at Maritz, and Rob Halsey, VP of marketing innovation at SAP, discussed how companies can use virtual events to cut costs and expand the reach of physical events.

Trends and Case Studies from the Marketing Trenches

Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.

Many Happy Returns on Marketing

In this Q&A from Columbia Ideas at Work, Don Sexton, Professor of Marketing, Columbia University, discusses how marketers can measure and increase their contribution to the bottom line.

Research Report: Digital Marketing Agency Compensation Trends

This study underscores the phenomenal growth in digital marketing spending that has escalated over the last half of this decade as well as the growing role this discipline is playing in marketers' overall marketing strategies for their brands.

Key Findings Report: ANA Recession Survey, 4th Edition

According to ANA's most recent poll of its members, 83% of respondents indicate they are identifying cost savings and reductions in their current marketing and advertising efforts. Read our Key Findings Report to find out if cost savings and reductions is the "new normal."

Research Report: How Marketers View TV and Video Advertising

Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising.

Understanding the Economics of Digital Compared to Traditional Marketing Services

As budgets are increasingly reallocated from traditional to digital media, many ANA members have expressed concern about the higher rates they pay for digital agency compensation. Industry experts discussed highlights from "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services," a publication recently released from the 4A's.

Making Marketing Smarter Amidst the Cuts

Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.

Making Marketing Smarter Amidst the Cuts

Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.

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