Our Fourth Quarter Marketing Index of 150 Promises an Attempt to Make up Some of This Year's Shortfall in Marketing Spending - Marketing 2006: a Make or Break Fourth Quarter.

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c47964) has announced the addition of Marketing 2006: A Make Or Break Fourth Quarter to their offering.

The Q4 2006 Analysis of US Corporate Marketing Budgets, Attitudes, and Spending is available now.

After a year of changing oil prices, attitudes, and politics, marketing spending has changed too. For the third quarter in a row, actual spending was less than that in 2005. In its twelfth quarterly survey of senior executives in the fourth quarter of 2006, we analyzed and contrasted marketing budgets, attitudes, and spending by US companies. The author found that in the process of cutting their marketing spending, businesses shifted dollars away from the giddy promise of online marketing into good old offline advertising. Our fourth quarter Marketing Index of 150 promises an attempt to make up some of this year's shortfall in marketing spending, but this year's trends suggest that 2006 will boast the lowest marketing spending in three years.

This 20-page report containing 18 figures and tables analyzes the results of our November 2006 survey of 109 senior business executives regarding marketing budgets, attitudes, and spending. It presents breakdowns of the dollars actually spent in Q3, averages and breakdowns of Q4 budgets, executive quotes and gauges of marketing attitudes, and data about how measurement continues to affect corporate spending and attitudes. It also analyzes differences in marketing spending between business to business (B2B) and business-to-consumer (B2C) organizations and provides projections of 2007 marketing budgets.

Content Outline:

Executive Summary
The Third Quarter Ties A Two-Year Low
 Off-line Advertising Led Third Quarter Spending
Executive Attitudes Toward Marketing Have Faltered
 Marketing Tactics Are In A State Of Flux
Companies Are Budgeting For A Big Fourth Quarter Offline
 Marketing Measurement Still Drives Marketing Dollars
 Nonprofits Lead Q4 In Advertising Projection
The Q4 Marketing Index Rises To 150
Businesses Plan Modestly Larger Marketing Budgets In 2007
What This Data Means
About Our Panel

Table Of Sample Figures
(Report contains 18 figures and tables of data)

Figure 2-1. Advertising and online categories showed the most strength
             in third quarter marketing spending.
Figure 2-2. Offline advertising dominated the weak Q3 Blackfriars
             Marketing Category Indices.
Figure 3.   Broad marketing attitudes are strong, but have declined
             somewhat from the third quarter.
Figure 5-1. Executives plan strong fourth quarter marketing spending.
Figure 5-3. Offline advertising allocations have been rising all year,
             eclipsing online marketing.
Figure 8-1. The fourth quarter Marketing Index rises to 150.
Figure 8-2. Offline advertising leads the fourth quarter Blackfriars
             Marketing Category Indices.
Figure 9-2. B2C firms plan the largest marketing increases for 2007.

For more information visit http://www.researchandmarkets.com/reports/c47964