THE AGE OF ACCOUNTABILITY has arrived.
Marketers will spend $961.9 billion on communications this year. And return on investment will play a big role in how these dollars are allocated, according to a new forecast from merchant bank Veronis Suhler Stevenson.
What’s more, Veronis Suhler states, this need for ROI will lead to more robust spending on direct marketing.
Total advertising spending rose by 4.3% to $197.6 billion in 2005 and is expected to climb 6.4% to $210.3 billion this year.
But DM spending jumped 7.1% in 2005 to $144.9. And it will increase by 6.6% to $154.47 billion this year and by 6% annually through 2010.
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