NEW YORK: The Association of National Advertisers yesterday released the results of a delegates' poll conducted at its annual Masters of Marketing Conference in Orlando, Florida. The event's theme was 'Growth', an apt concept given the current state of the world economy.

The 1,200 attendees, comprising clientside marketers, media and creative agencies and others, were polled via a voting tablet on a number of key marketing and advertising issues. The questions and responses are below.

How will you adjust your current marketing and media plans to account for the recent downturn in the financial markets?

  • Spending will be reduced (33%)
  • Spending will be constant / marketing mix will be reallocated (33%)
  • Surprisingly, we will spend more (27%)
    No changes, we will keep everything status quo (8%)
How does your CEO view your marketing efforts with respect to growth?
  • As a brand-building investment (56%)
  • As an unaccountable but necessary expense (21%)
  • Not sure (15%)
  • As an unnecessary expense (8%)
What is your preferred social media site for driving brand growth?
  • None (32%)
  • YouTube (20%)
  • Facebook (18%)
  • All (12%)
  • LinkedIn (10%)
  • MySpace (6%)
  • Twitter (3%)
As you look toward 2009, how much do you plan to spend on marketing vs. 2008?
  • Increase spending more than 10% (26%)
  • Increase spending less than 10% (13%)
  • Hold stable (28%)
  • Decrease spending less than 10% (14%)
  • Decrease spending more than 10% (19%)
Which discipline will offer your brand the largest opportunity for growth?
  • Traditional 30-second spots (17%)
  • One page advertisements in a newspaper/magazine (7%)
  • Web advertising (16%)
  • Social media integration (28%)
  • Direct Marketing (7%)
  • Grassroots, viral public relations (19%)
  • Radio (5%)
How does your company currently measure brand growth?
  • Sales and net income (70%)
  • Third party brand equity valuations (15%)
  • Shareholder value (9%)
  • Household penetration (4%)
  • Company culture (3%)&
The poll was conducted via handheld devices.

Data sourced from ANA; additional content by WARC staff