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Credit crunch "treated lightly" by marketers
Posted by peopleperhour.com -
18/07/2008 14:13
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A “surprisingly high” number of marketers said they were confident that their companies will increase their business over the next year when asked by the Chartered Institute of Marketing.
According to the CIM, 39% responded that they expected sales to pick up, 41% said that order levels will stay the same and only 17% believed that their firm’s business will decrease.
In some cases, the views of corporate marketers can provide a reliable insight into the general state of a country’s economy but in this case, it seems that their confidence is limited to the performance of their firms. When quizzed about the UK economy more than one third responded that they believed that it will enter into recession by the end of the year.
Additionally, almost 60% of those asked believed that the general economic climate in the UK will worsen over the next 12 months.
In addition to the optimistic outlook of marketers, the survey found that marketing spend continues to increase and on average now accounts for 7.7% of a company’s turnover.
This figure represents an increase of 1.1% from last September with newspaper, TV and magazine adverts considered to generate the most positive responses. Surprisingly, online advertising has reportedly fallen slightly compared to the results of previous surveys. |
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