4Q 2007 Bellwether will review breakdown of marcomms spend
The IPA has confirmed that after a six-month internal review, it will be prompting Bellwether panel members for a more detailed breakdown of their marketing spend as part of the 4Q questionnaire in order to ensure that it is monitoring the right trends within marketing and the largest components in the marketing budget. The result of this review will inform any changes to the questionnaire going forward, in particular the further breakdown of the 'all other' category which includes PR, events, market research, product sampling and mobile phones among its ten plus components.
This will be the third review of the popular Bellwether survey of marketing budgets produced for the IPA by NTC Economics. Earlier this year, the internet moved from being reported in the 'all other' to the 'main media advertising' category.
The breakdown of marketing spend is currently: Media advertising 32%, Direct Marketing 28%, Sales Promotion 12%, Internet 5% and 'All Other' 23%.
As to what happens next, the IPA will review its findings and announce any plans for changes to the survey in the spring of 2008.
IPA membership is now open to "anyone primarily concerned with the provision of branding services to clients, designed to create maintain and enhance the value of their brands through advertising, design, media planning and buying and marketing communications."
To subscribe to the Bellwether report please contact Markit on 01491 418 700, email
Bellwether costs £500 per annum (£375 for IPA members) for the report, £650 per annum for the data (£487 for IPA members) and £1000 per annum for both the report and data (£750 for IPA members).
Last updated 19/09/2008