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Points of Pain II
| 1. Is the marketing business more fun, less fun or just as fun today as it was a year ago? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| More Fun |  | 19.9% | 33 |
| Just as Fun | | 33.7% | 56 |
| Less Fun | | 46.4% | 77 |
 Other comments: | 43 | ||
| answered question | 166 | ||
| skipped question | 0 | ||
| 2. Which of these marketing issues is most likely to keep you awake at night? (pick as many as apply) | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Client-Agency Relationship | | 18.8% | 31 |
| Retailer-Brand Relationship | | 9.1% | 15 |
| Cutting Through the Clutter | | 33.3% | 55 |
| Attaining Consumer/Shopper Insights | | 16.4% | 27 |
| Executing Ideas | | 27.3% | 45 |
| Lack of Media Strategy | | 10.9% | 18 |
| Lack of Management Vision | | 38.2% | 63 |
| Inadequate Budgets | | 53.3% | 88 |
| ROI | | 29.1% | 48 |
| Other comments: | 20 | ||
| answered question | 165 | ||
| skipped question | 1 | ||
| 3. Which of the following best describes the role of most agencies today? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Strategic | | 17.6% | 28 |
| Tactical | | 22.0% | 35 |
| Executional | | 33.3% | 53 |
| Creative | | 17.0% | 27 |
| Irrelevant | | 10.1% | 16 |
| Other comments: | 25 | ||
| answered question | 159 | ||
| skipped question | 7 | ||
| 4. How big a threat are store brands to national brands? | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Large | | 39.4% | 63 |
| Medium | | 46.3% | 74 |
| Small | | 14.4% | 23 |
| Not at All | 0.0% | 0 | |
| Other (please specify) | 27 | ||
| answered question | 160 | ||
| skipped question | 6 | ||
| 5. What are the greatest obstacles to innovation today? (pick as many as apply) | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| No Budget | | 43.1% | 69 |
| No Strategy/Vision | | 67.5% | 108 |
| Marketing "hates" Sales (and vice versa) | | 12.5% | 20 |
| Product Development "hates" Marketing (and vice versa) | | 11.9% | 19 |
| Cultural Inertia | | 41.3% | 66 |
| Other comments: | 29 | ||
| answered question | 160 | ||
| skipped question | 6 | ||
| 6. Which emerging media will see the most experimentation in the year ahead? (pick all that apply) | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Social Networks | | 60.4% | 99 |
| Mobile Phones | | 52.4% | 86 |
| Digital Out-of-Home | | 19.5% | 32 |
| Retail Media | | 17.7% | 29 |
| Microsites | | 21.3% | 35 |
| Online Video | | 27.4% | 45 |
| Other comments: | 19 | ||
| answered question | 164 | ||
| skipped question | 2 | ||
| 7. Which retail programs will see the most experimentation in the year ahead? (pick all that apply) | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| In-Store Events | | 27.8% | 45 |
| Customer Service | | 21.0% | 34 |
| Loyalty Programs | | 52.5% | 85 |
| Online/Offline Integration | | 48.8% | 79 |
| Price Promotions | | 38.3% | 62 |
| Brand Promotions | | 12.3% | 20 |
| Other comments: | 6 | ||
| answered question | 162 | ||
| skipped question | 4 | ||
| 8. What is your greatest opportunity to "cut through the clutter" in 2009? | ||
|---|---|---|
| Response Count | ||
| 92 | |
| answered question | 92 | |
| skipped question | 74 | |
| 9. As budgets get tighter, what are your "must haves"? | ||
|---|---|---|
| Response Count | ||
| 96 | |
| answered question | 96 | |
| skipped question | 70 | |
| 10. Type of company: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Agency | | 21.2% | 33 |
| Manufacturer | | 16.7% | 26 |
| Service Industry | | 9.6% | 15 |
| Consulting Firm | | 21.8% | 34 |
| Marketing Services | | 7.7% | 12 |
| Media | | 4.5% | 7 |
| Academia | | 1.3% | 2 |
| Not-For-Profit | | 1.9% | 3 |
| Retail | | 5.1% | 8 |
| Other (please specify) | | 10.3% | 16 |
| answered question | 156 | ||
| skipped question | 10 | ||
| 11. If Manufacturer or Service industry, which Industry: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Apparel | | 1.4% | 1 |
| Automotive | | 1.4% | 1 |
| Computer/Software | | 5.7% | 4 |
| Consumer Electronics | 0.0% | 0 | |
| Financial Services | | 4.3% | 3 |
| Healthcare/Pharmaceutical | | 5.7% | 4 |
| Media/Entertainment | | 7.1% | 5 |
| Packaged Goods | | 20.0% | 14 |
| Restaurant | | 1.4% | 1 |
| Retail | | 4.3% | 3 |
| Telecomm | 0.0% | 0 | |
| Travel & Leisure | | 4.3% | 3 |
| Other (please specify) | | 44.3% | 31 |
| answered question | 70 | ||
| skipped question | 96 | ||
| 12. Size of Company: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| Less Than $500MM | | 71.9% | 105 |
| $501MM - $999MM | | 8.2% | 12 |
| $1B - $2B | | 4.1% | 6 |
| $2B-$5B | | 4.8% | 7 |
| $5B- $10B | | 3.4% | 5 |
| $10B+ | | 7.5% | 11 |
| answered question | 146 | ||
| skipped question | 20 | ||
| 13. Number of years in marketing: | |||
|---|---|---|---|
| Response Percent | Response Count | ||
| More than 15 | | 61.7% | 95 |
| Ten to 15 | | 16.2% | 25 |
| Five to 10 | | 12.3% | 19 |
| Fewer than 5 | | 9.7% | 15 |
| answered question | 154 | ||
| skipped question | 12 | ||
