BusinessWeek Takes the Pulse of Marketing

BusinessWeek recently conducted a survey of the 121 judges of the Effie Awards (the advertising awards handed out by the New York AMA). According to the article, these 121 judges included a wide range of influential marketing leaders.

Click here for the full article.

Click here to view the survey results.

Some interesting notes from the article:

- More than 42.4% of the largest advertisers (clients and agency-side executives on accounts larger than $750 million) who took part in the survey said TV spending would take the biggest hit in their budgets this year. However, 18% of respondents said TV would see the biggest percentage increase in their entire media budget. TV ad spending was up roughly 5.3% overall in 2006.

- The survey also revealed that the growing Hispanic market is on the minds of top marketing leaders.

- One question on the survey truly divided those on the agency side from in-house marketers. When asked "True or False: Generating press and buzz is the most important part of building a brand," 18 of the client-respondents said true and 16 said false.