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March 19, 2013

2013 Local Promotions Forecast -
Mar '13


This 42-page report details the movement of marketers toward promotional programs.  It estimates spending for each of the 12 promotions subcategories (coupons, discounts, promotional products, event marketing, licensing, point-of-purchase, sampling, sponsorships, loyalty/retention programs, specialty printing, games and contests, and white paper marketing).  While total advertising reached $244 billion last year, promotions spending skyrocketed to more than twice that level, $584 billion.  The local piece was $169 billion, or 81% more than Main Street businesses spent on traditional advertising. The report offers analysis on the digital portion of promotions spending, including a full chapter on mobile promotions. Eleven charts and tables display breakouts for total and local-only spending.  There are two appendices that offer market-by-market data for 513 Digital Marketing Regions (DMRs): One listing national levels of promotional ad spending and digital ad spending, and one showing local spending levels.

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