Inside Business: Marketing staff work 'miracles'
Sunday 26 May 1996
Gary Howells, of specialist business-to-business advertising agency CHJS, which conducted the survey of 700 marketing professionals, said the findings showed that companies were not "putting their money where their mouth is". He added that marketing managers often felt they were "required to work miracles on the budget they were given".
However, the report also found that businesses perceived they were getting better value for money from marketing activities such as telemarketing and seminars, in which they were in direct contact with customers, than from more distant media, such as television and press campaigns. "This was surprising given the efforts to make advertisements more accountable," Mr Howells said.
The top five marketing channels in terms of return on investment were held to be: public relations, database marketing, direct mail, distributor/dealer activity and seminars. This list was close - but not identical - to the top five budget priorities: public relations, direct mail, exhibitions, trade press advertising and database marketing.
Only exhibitions have a poorer perceived return than the priority given them. On the other hand, radio advertising, regional press advertising and telemarketing all have a perceived return on investment dramatically ahead of their share of the budget.
CHJS intends to monitor the effects of developments, such as the growth of the Internet, to update the findings at regular intervals. But Mr Howells believes that, even with these moves, the market may not be changing as much as observers think.
"People talk about the haemorrhaging of money towards direct mail. But it's not that huge," he said. "You can't build a brand with direct mail. You've got to use high-profile channels like television and posters."
- 1 Keira Knightley topless: Usually conservative actress does own take on #Freethenipple campaign for Interview Magazine
- 2 Oil tanker with $100 million cargo goes missing off Texas coast
- 3 George Galloway left with severe bruising after attack in Notting Hill by man 'shouting about the Holocaust'
- 4 Saudi Arabia executes 19 in one half of August in 'disturbing surge of beheadings'
- 5 Brother and sister, Christopher Buckner and Timothy Savoy, arrested for 'committing incest after watching 'The Notebook''
YouTube video posted by Isis militants shows 'execution of 250 Syrian soldiers'
Keira Knightley topless: Usually conservative actress does own take on #Freethenipple campaign for Interview Magazine
Oil tanker with $100 million cargo goes missing off Texas coast
George Galloway left with severe bruising after attack in Notting Hill by man 'shouting about the Holocaust'
Lady al-Qa’ida: On the trail of Dr Aafia Siddiqui, the world’s most wanted prisoner
Robin Williams Emmys tribute led by Billy Crystal criticised for including 'racist' joke about Muslim woman
The Rotherham child abuse scandal is a tale of apologists, misogyny and double standards
What do immigrants really think of Britain? Polish immigrant's Reddit post goes viral
Scottish independence TV debate: Pumped-up Alex Salmond bounces back in bruising second round against Alistair Darling
Do you realise just how foolish the UK looks?
With Douglas Carswell joining Ukip, my party has taken another giant step forward
- < Previous
- Next >
iJobs Money & Business
£35000 per annum: Harrington Starr: Network Engineer (CCNP, CCNA, Linux, OSPF,...
£50000 per annum: Harrington Starr: DevOps Engineer (Systems Administration, L...
£60000 - £70000 per annum: Harrington Starr: A prestigious leading professiona...
£50000 per annum: Harrington Starr: Financial Technical Consultant (C++, C#, F...