Adweek Media Survey

How is your total investment in marketing communications distributed?

General Advertising: 42%
Media Buying: 14%
Promotions: 8%
Direct Response: 7%
Interactive/Online: 6%
Media Planning: 6%
Public Relations: 5%
Corporate Identity: 3%
Events/Sponsorship: 3%
Diversity/Ethnic/Multi-cultural: 2%

Asked “when thinking about your company’s total investment in marketing communications with the agencies you’ve mentioned, how is your investment distributed among them,” response is dominated by “general advertising,” which accounts for 42 percent of total spending by all respondents. In second place, though, is “media buying,” representing 14 percent of total spending on marketing communications.