The IPA and Financial Times have published results of their Marketing and Advertising Survey, which shows that senior executives believe that advertising remains a vital element to successful brand building and sales.
The role of advertising within the company marketing strategy was examined for the survey, as were current budgetary pressures.
Advertising was felt to be the best tool for long term brand building (93%) and an integral part of the company’s marketing strategy (92%). There was a clear difference between the attitude of client chief executives and finance directors; the latter perceived agencies to be “just another supplier” (52%) but this was not the view of the majority of chief executives. A full report of the findings will be on MediaTel’s Newsline later.
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