Marketing Forecast from Ad-ology

Agencies were pleasantly surprised by the rebound in the ad market in 2010. Recovery in the auto and finance industries along with a contentious election cycle boosted ad expenditures and demand for creative services. Analysts are looking for trend to continue into 2011.

Best of 2010: Social media has been around for long enough and has penetrated enough of the marketplace that researchers are beginning to study the data streams in this format to determine its level of influence.

Rates of childhood and adolescent obesity continue to soar in the U.S. Parents, medical professionals and policy wonks point to a host of causes when discussing the problem. In particular, the availability of nutrient poor food has come under increasing scrutiny. A new report from the U.S. Department of Agriculture (USDA) outlines the efforts that will be made going forward to improve the school lunch program. At the same time, watchdog groups are calling on food marketers to change the focus of TV ads that target children.

What should you buy for the friend or relative who has everything? These days, charitable organizations are hoping that consumers will consider making a donation or volunteering their time as a gift. It’s part of a new trend called responsible giving and was highlighted in Liberty Mutual’s 2010 Responsible Giving Project.

Ad-ology Research recently updated their Industry Marketing Insights report for Muffler Shops. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

* Approximately 35% of mechanical repair businesses have altered advertising plans to attract more women customers, and 68% of collision shops are changing their advertising to draw more women as well.
* As demand for automotive repair services has grown, the number of general repair outlets has decreased, principally because fewer gas stations now perform repairs and there are fewer new car dealers. These factors present opportunities for increased sales.
* By 2018, foreign cars and light trucks (imports and transplants) are expected to account for over 35% of service station and shop volume, due to increasing ownership.

The trade show, exhibition and event industry is struggling to remain vibrant in a changing world. Budget cuts during the Great Recession trimmed many corporate travel budgets. At the same time, new technology has increased the appeal and popularity of virtual meetings. But industry operators hope to remain relevant by incorporating technology into events and at the same time they are employing more digital media to market themselves.