Budgeting & Spending

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ANA Recession Survey: Impact of the Economy on Marketing and Advertising Budgets — 3rd Edition

In August 2008, ANA surveyed its Committee Members to determine how marketing and advertising budgets were being impacted by the tough economic conditions. Six months later, in late January/early February 2009, the survey was repeated to monitor trends and gauge the impact of the deepening recession. 141 marketers responded to this survey, representing a broad cross-section of categories and industries.

Reallocating Marketing Resources for a Better Payback in 2010

Pat LaPointe, Managing Partner, MarketingNPV, shared insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes.

Reallocating Marketing Resources for a Better Payback in 2010

Pat LaPointe, Managing Partner, MarketingNPV, shared insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes.

Marketing vs. Finance: Reconcilable Differences

Richard Ettenson, with the Thunderbird School of Global Management, discussed the complicated relationship between marketing and finance.

Earning a Place at the Table: How Do Marketing Executives Get a Spot in the C-Suite?

A panel of financial executives from Ernst & Young, OfficeMax, Diageo North America, Citi, and Johnson & Johnson discussed how marketing can learn to work more effectively with finance.

From the Top: Turning the Corner?

ANA President and CEO Bob Liodice on carefully managing precious resources.

Budgeting in Challenging Times: Increasing the Return on Research Efforts

Matthew McCance from the Market Research Executive Board discussed the current state of research budgets in this economic downturn.

Marketing Through Tough Times

Don Sexton of Columbia University presented three rules for marketers to live by during a recession.

Doing More with Less: The 2009 Marketing Mantra

Chris Charyk, Partner, MarketingNPV, shared his thoughts on the best way to cut a marketing budget, while still continuing to perform at a high level.

Doing More with Less: Recession Marketing

Representatives from Ogilvy & Mather shared five ways that marketers can achieve greater cost efficiency during an economic recession.

ANA Recession Survey: Impact of the Economy on Marketing and Advertising Budgets — 2nd Edition

In August 2008, ANA surveyed its Committee Members to determine how marketing and advertising budgets were being impacted by the tough economic conditions. Six months later, in late January/early February 2009, the survey was repeated to monitor trends and gauge the impact of the deepening recession. 141 marketers responded to this survey, representing a broad cross-section of categories and industries.

Downtime Opportunity: Marketing and Media Innovation in the Great Depression and Great Recessions

Bradley Johnson, Director of Data Analytics, Advertising Age, shared his thoughts on how and where marketing and media has succeeded during economic downturns.

From The Top: Managing Growth in Tough Times

ANA President and CEO Bob Liodice highlights why it is important to be committed to achieving growth.

Agency Compensation: What's New and What's Next?

While there's been much talk about new types of methods, particularly value-based compensation, there haven't been enough practical applications and shared lessons/best practices. Meanwhile, spending on digital media has exploded and compensation to digital agencies requires a unique understanding.

Compensation Model Discussion

Paul Smith, Senior Commercial Manager at Masterfoods, led a discussion about agency compensation models that touched on current and historical industry practices, new methods of compensation being adopted, case histories, and more.

The Cost of Doing Business

These materials provide a guide to understanding direct labor, overhead, and components of cost-plus and labor-based agreements.

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