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Canadian Marketing Association study predicts increased ad spending

The Canadian Marketing Association has released the results of a new study according to which advertising spending in Canadian media will increase from $19 billion in 2007 to approximately $23 billion in 2011. The study also predicts that overall direct sales from advertising campaigns will reach $203 billion by 2011, up 33% from today. According to the results, digital media will lead all other marketing channels in 2011. Canadian businesses will spend an estimated $3.3 billion on digital media, up from the $1.4 billion spent today. Advertising expenditure in Canada is predicted to increase at a compound annual rate of 5.3% between now and 2011. "This report demonstrates the substantial and growing contribution that marketing makes to the economy both in terms of its financial investment and for its role in generating employment," said Wally Hill, vice-president of public affairs and communications at the association.  "Moreover, the report points to the vitality of an industry that is exploring and introducing new concepts and new media to most effectively reach consumers of their products and services." The study, called "Marketing's Contribution to the Canadian Economy," was produced by Global Insight with funding from Canada Post.

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