ANA Survey: marketing in, and after, the recession

Some 66% of U.S. marketers have "shifted towards more short-term strategies" as a result of the economic downturn, while just 5% are looking more towards the long term, according to a recent survey undertaken by the Association of National Advertisers.

ANA Survey: marketing in, and after, the recession

Geoffrey PrecourtWARC Online

In the spring of 2009, at every formal gathering of marketing, media, and advertising professionals, the two hottest buttons were: metrics ("What's all this information really telling us?") and the economy ("Are we a lagging or a leading indicator and how much time do we have left?").

Recently, the Association of National Advertisers (ANA) managed to put the two together in a survey whose results were presented at a day-long event, entitled "2009 Brand Building in Tough Times & Beyond."

The organization polled its members twice – in February...

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