NEWS: Doubts cast on value of ads

Advertising continues to enjoy a lowly status in many of Britain’s boardrooms, with company finance directors among the most sceptical, a new survey claims.

Advertising continues to enjoy a lowly status in many of Britain’s

boardrooms, with company finance directors among the most sceptical, a

new survey claims.



The marketing director is a board member in less than a quarter of

companies and detailed reports on advertising and marketing are rarely

given to shareholders.



At the same time, finance directors put advertising and marketing

budgets at the top of their ‘hit lists’ when business results falter.



The verdicts come in a survey carried out jointly by the Institute of

Practitioners in Advertising and the consultancy firm, KPMG, among

100 finance directors from top client companies.



The IPA said it will renew its efforts to convince companies of the link

between advertising investment and commercial success and campaign for

increased coverage of marketing and advertising activity in annual

reports and at annual meetings.



Hamish Pringle, the chairman of the IPA’s Advertising Effectiveness

Committee, said: ‘The survey has exposed some of our worst fears.’



It comes as a major blow to the IPA which has been working steadily to

convince the City of advertising’s value.



Copies of the report are available at pounds 10 each from Linda

Calderwood-Lea at the IPA on 0171-235 7020.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).