NEWS: PR set to take a bigger share of marketing pie

The UK food and drinks industries will spend an increasing amount of their marketing budgets on PR rather than advertising over the next four years, according to research by management consultancy Datamonitor.

The UK food and drinks industries will spend an increasing amount of

their marketing budgets on PR rather than advertising over the next four

years, according to research by management consultancy Datamonitor.



Two reports: Marketing Strategies in UK Food and Marketing Strategies in

UK Drinks, predict that PR will increase as a proportion of marketing

spend between 1996 and 2000. Overall PR expenditure will grow by 14.7

per cent to pounds 164 million in the food sector and by 25.2 per cent

to pounds 30 million in the drinks industry.



By contrast, the drinks industry’s current pounds 319 million

advertising budget will rise by just 3.1 per cent.



The switch to PR has been attributed to rising advertising and

television costs and a tendency for companies to use more targeted

promotional methods. The increase in own-label goods in particular has

prompted brand names to adopt alternative marketing techniques in the

fight for sales.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in