Cost Control Research

Research carried out in a joint venture between ISBA and research house, ARM, Advertising Research Marketing, shows that client marketers have little or no control over the production costs on their press ads.

The research, called PASS, Press Audit Subscription Survey, highlighted what ARM called “real and lasting concerns”. An example given was that supplier charges to clients differ hugely (a variation of up to £76,000 on like for like advertisements). Clients have little or no idea how their final costs break down, with only 9% of clients knowing how much they pay for creative ideas. The survey claims, “With the information, advertisers will have the power to seek more accountable work from their suppliers.”

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