Promos Cut Into Advertising's Share of Marketing

april 5, 2004  09:32 am
Media-based advertising, which fended off a threatening shift toward consumer and trade promotion spending during the late 1980s and early 1990s, is once again losing share of marketing budgets. While U.S. ad spending has pulled out of recession and managed to expand at moderate rates, promotional and trade spending have been growing at much faster rates, according to the results of an annual study released last week by the Promotion Marketing Association and PROMO magazine.