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 Scottish independence: Ireland since 1919 is a lesson for Scotland in what a Yes vote means
- 2 Thailand deaths: Pair's bloodied bodies found naked on Koh Tao beach
- 3 Lego breaks out of the toy box and heads for the gallery
- 4 Julian Assange and Edward Snowden join piracy mogul Kim Dotcom’s political campaign in New Zealand
- 5 Daniele Watts: Django Unchained actress detained by Los Angeles police after being mistaken for a prostitute
Thailand deaths: Pair's bloodied bodies found naked on Koh Tao beach
Jihadi John': MI5 may have identified Isis militant who killed David Haines but options limited
Russia freezes Ukraine into submission: Kiev admits country doesn't have enough fuel for winter
Scottish independence: Police will be on high alert on Friday whatever the result
David Haines beheading: David Cameron says Britain will hunt down Isis 'monsters' shown in video murdering aid worker
Daniele Watts: Django Unchained actress detained by Los Angeles police after being mistaken for a prostitute
The political class is doing what Hitler couldn’t – destroying Britain
Scottish independence: Nationalist leader Jim Sillars threatens pro-union companies with 'day of reckoning' after independence
Scottish independence: Yes campaign feels the heat as Alex Salmond's NHS claims come under furious attack
£23m Birmingham cycle scheme is attacked by Tory councillor for not catering to the elderly
Salmond accused of laughing off national debt with ‘what are they going to do: invade?’ joke
iJobs Money & Business
£20 - 24k (Uncapped Commission - £35k Year 1 OTE): Guru Careers: We are seekin...
£20 - 24k + Benefits: Guru Careers: This is a great opportunity for an enthusi...
£280 - £320 per day: Ashdown Group: The Ashdown Group have been engaged by a l...
£400 - £450 Per Day: Clearwater People Solutions Ltd: **URGENT CONTRACT ROLE**...