Retailers Shrink Ad Spending During Holiday Sales Period

http://adage.com/article?article_id=133107

A study from BDO Seidman found that marketing and advertising spending at many of the nation's retailers have been cut during what is the most-important sales period of the year. While the results are certainly not shocking -- we are in a recession, after all -- a number of retailers, including Kohl's and JCPenney, had pledged to increase or maintain budgets as they look to attract wary consumers.

The study also found that print was the media of choice for retailers this holiday season. A full 57% of CMOs plan to spend a majority of their budget on print advertising, while 21% said they would focus on broadcast.