Current sales promotion budgets were revised up on average for the second quarter of 2002, with 16 per cent of companies reporting upward revision and only 10 per cent reporting drops.
The report, which is produced by the Institute of Practitioners in Advertising (IPA), attributes the increase to the need to boost sales in the face of weak demand and slower growth than has been forecast.
Nevertheless, says the report, the rise represents a marked turnaround from the widespread budget cutting recorded in the latter half of 2001.
The news was tempered by findings that actual spend had declined in 2001 across all firms.
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