As reported in AAF SmartBrief , November 11, 2010
The next time you hear that Deutsche Bank has recommended a company to investors, you can be pretty sure that the company has a healthy marketing budget. In a move unprecedented in the investment world, Deutsche Bank now factors marketing expenditures into its buy recommendations, determining that consistent advertising and promotion spending is a key predictor of corporate profitability over the long term.
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The latest 4A’s member bulletin “Research Insights: Deutsche Bank Proves Advertising Drives Value” reports on a Deutsche Bank study that has enormous implications for marketers and that can serve as a valuable tool for agencies when discussing promotional budgets with clients. The report also includes a compilation of companies that have been successful during this recession by courageously increasing their ad spending.