Sizing US Marketing 2006 : Market Research Report

Sizing US Marketing 2006

Published by: Blackfriars Communications Inc.

Published: Sep. 1, 2006 - 32 Pages

Executive Summary
Sizing US Marketing 2006: Methodology
Breaking Down 2006 Marketing Dollars
Analyzing Marketing Spending By Industry: Manufacturing Leads Marketing Spending In 2006; Traditionalist Retailers Embrace Non-Traditional Marketing; Health Care Emphasizes Public Relations To Communities; Other Services Firms Spend More Than Average; Arts And Recreation Firms Focus On Advertising; Educational Services Firms Have To Do More With Less
Second Quarter Actual Spending Remained Below Last Year
Third Quarter Budgets Reflect Business As Usual: B2B and B2C Allocate Marketing Dollars Differently
The Blackfriars Marketing Index Falls To 136
What This Data Means
Table Of Sample Figures - (Report contains 30 figures and tables of data): Figure 2-1. Arts has the largest marketing percentage, but manufacturing spends more dollars among the verticals we studied; Figure 2-2. Despite the rise of online advertising and Internet media, companies still plan to spend nearly $180 billion on offline advertising in 2006.; Figure 3. Manufacturing and retail dominate 2006 marketing spending.; Figure 4-3. Manufacturing embraces online marketing more than any other vertical industry.; Figure 6-1. Health care spends the third largest amount on marketing of the six verticals studied.; Figure 6-2. Health care firms allocate a greater percentage of their marketing budgets to public relations than any other vertical.; Figure 6-3. Nearly all health care providers believe that marketing is the public face of corporate strategy.; Figure 8-1. Arts and entertainment firms allocate the largest percentage of their revenue to marketing.; Figure 8-2. Arts, recreation, and entertainment companies spend the most on advertising as a percentage of marketing budget.; Figure 8-3. Arts, recreation, and entertainment companies are more satisfied with their marketing than any other vertical we studied.; Figure 10-1. Q2 2006 actual marketing spending average 53% of budgeted amounts.; Figure 10-2. Businesses spent $106.5 billion on marketing in Q2, with advertising consuming more than a third of that amount.

Abstract

Everyone knows that businesses spend a lot of money to market their products. But how much money will they spend, and where and how will they spend it? Based upon proprietary survey data collected from senior US business executives and data from the US government, this report presents Blackfriars' analysis of the marketing spending of US companies overall and that of six of the largest US industries.

In this second of its annual sizing reports, Blackfriars projects that marketing spending will total $615 billion in 2006. Online activities -- including online advertising, email marketing, and Web and Internet media -- will comprise $90 billion of that marketing spending. Blackfriars also found that the manufacturing industry will spend the most on marketing this year, with a budget of $59 billion and will lead spending in six out of twelve marketing categories.

This 28-page report containing 30 figures and tables analyzes the results of Blackfriars August 2006 survey of 317 senior busines executives regarding marketing budgets, attitudes, and spending. Included in this report are 2006 projections for marketing spending overall, projections of marketing spending by type of activity, and analysis of marketing spending in six vertical industries: Arts, Entertainment, and Recreation; Educational Services; Health Care and Social Assistance; Manufacturing,, Retail Trade; and Other Services. It also includes detailed breakdowns and rankings of the dollars spent by those vertical industries in twelve different categories of marketing activity such as advertising (both online and offline), direct mail and telemarketing, direct email, events, Web site development, and non-traditional marketing.

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Sizing US Marketing 2006

Table of Contents

Abstract