Millward Brown:
Marketing, media budgets to be up in 2005

Millward Brown announced the results of Marketing & Media Snapshot: 2004, its industry study about marketing and media decision-making. The research, which was conducted among senior-level marketing executives across a wide range of industries, covers trends in marketing and media decision-making, perceptions about media and marketing channel performance, media and marketing spending patterns, and the integration of digital and online media into the marketing mix. The findings from the Millward Brown study, which was sponsored by Advertising.com, was presented by Mary Ann Packo, chief client and marketing officer, Millward Brown North America, at the iMedia Brand Summit in Deer Valley, Utah.

Findings:

* 56% of top marketers say their total marketing and media budgets increased in 2004 over 2003. 60% expect an increase in 2005.

* Marketers with the largest budgets (400 million+) are most optimistic about budget increases in 2005 over 2004.

* Online marketing is growing the most as a share of total budgets and marketers expect this trend to continue.

* All channels of online marketing (Web advertising, search, email, promotion) are expected to increase at a higher rate than other major media.

* Marketers rated TV and magazines as most effective for building brand equity.

* Direct mail was rated as most effective for reaching a target audience and providing measurable ROI.

* Online is seen as the most effective medium for acquiring and retaining customers and in offering efficiency.

* 89% of marketers say their companies run integrated marketing campaigns, but we learned that they define integrated marketing in many different ways.