R3 Asian Marketing Decision Makers Research 10 Oct 08
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R3 Asian Marketing Decision Makers Research 10 Oct 08
- 1. Regional Marketing Budget Allocation for 2009 October 2008
- 5. Methodology – Size of marketing Budget
- 6. Selection of participating marketers
- 7. Marketers’ location and remit
- 8. Current Ave. Split between Above the Line (paid media) and Below the Line (Digital, Activation and Events) is 51/49 Still more emphasis on ATL but the trend is moving towards BTL 41% 50%
- 9. No significant difference in ATL/BTL split between local and regional marketers
- 10. 2008 Actual vs Plan 54% of marketers have seen a budget reduction Most marketers got a lower than forecasted budget eventually
- 11. Initial Response on 2009 Planning (Field work Sept 2008) 62% 15% Before crisis
- 12. Revised response on 2009 planning (Fieldwork Oct 9 th , 10 th ) shows major shifts
- 13. Revised response on 2009 planning (Fieldwork Oct 9 th , 10 th ) shows 94% with same, less budget for 2009 From 62% to 6% From 15% to 55% After crisis