NEW YORK (AdAge.com) — Faced with flat budgets, marketers are experimenting with new media mixes this holiday season.
According to BDO’s Retail Compass Survey, 63% of chief marketing officers said this year’s holiday budget was flat, compared to 55% in 2009 and 43% in 2008. But this year, just one-fifth said their budgets were lower than a year ago. That’s an improvement from 2009 and 2008, when 26% and 32%, respectively, reported lower budgets for the holiday season.
“Retailers are investing their holiday advertising and marketing dollars across a widening set of platforms, as they emerge from the recession,” said Steve Ferrara, partner-retail and consumer product practice at BDO USA. “The fact that only 20% cite a decrease in budgets signals that they have a bit more flexibility in how they stretch their advertising and marketing spend.”
Continues at: Advertising: Retailers Work With Flat Holiday Budgets – Advertising Age – News.
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