February 25, 2013

Cover Story

CEO of the Year

Utah’s business landscape is rich with professionals who have le...Read More

Featured Articles

Did you go Skiing this winter?

Around Utah


Martin Plaehn

Karen Sendelback

Legal Briefs
Social Media and Employers: Friends or Enemies?

Money Talk
The Case for HSAs

Economic Insight
Time to Show Up

Lessons Learned
Make a Move

In the Lab

Rent to Own

Business Trends
Back from the Dead

Living Well
Artful Inspiration

A Breath of Fresh Air

Worst-Case Scenario

Regional Report
Northern Utah

Measure Up

Industry Outlook
Travel & Tourism



Economic Recovery Boosts Advertising Industry

Di Lewis

February 25, 2013

Though companies are still trying to do more with less, advertising and marketing budgets are bouncing back, and agencies are using new technology to complement and measure traditional advertising, according to a group of marketing and advertising executives at Utah Business magazine’s roundtable Friday morning.

Company budgets are moving forward for advertising, especially in digital, but some clients are still in recovery from the recession, said Pauline Ploquin, COO and director of client services for STRUCK. The recession taught companies to do more with less marketing money and she sees that continuing in the future. Pricing is also being driven down by competition from smaller agencies, she said.

Marketing and advertising budgets used to be seen as more discretionary money, said Kristi Knight, VP of marketing for Vivint, but now she said as long as she can show a return on investment, the money is available.

“Advertising and marketing was considered discretionary in the past because it was really hard to measure,” she said. “And when the economy gets challenging then you cut down on discretionary spending. So as long as you can show the benefit to the business, I think that’s where the economy has actually helped us get smarter because you have to be able to prove the ROI and metrics.”

In the age of new technology, that return is becoming easier to track. But that does not mean more traditional forms of advertising are defunct, said Leslie Snavely, CHG Healthcare Services VP of marketing. By combining the ease of online tracking with other types of advertisement like TV, radio or billboards, marketing and advertising campaigns are only strengthened.

What it really comes down to is figuring out where the customers are and going to that place, whatever the medium, said Scott Kempema, chief growth officer at MRM // McCann.

“One of the things we have to consider is first and foremost, who the heck are we as a company or client, and then who do we engage with and how do they consume our brand. And if that’s traditional, so be it. By giving it a moniker of traditional, it almost denotes that it’s ineffective, but that’s kind of a strange concept,” he said.

The advertising roundtable will appear in the April issue of Utah Business.

Utah Business Social
UB Events View All
Fast 50 Utah Business Event
Aug 27, 2015
The top 50 companies will be selected based on a combination of revenue growth and revenue genera...
Job Summit - POSTPONED UNTIL FALL 2015 Utah Business Event
Sep 24, 2015
NOTE: The date listed below is not secured. We will update as the event gets closer. Thank you ...
Community Events View All
Secrets to Financing Your Business
Aug 4, 2015
Join us for a complimentary educational presentation SECRETS TO FINANCING YOUR BUSINESS Sponsor...
Sandler Foundational Selling Strategies
Aug 4, 2015
How committed are you to improving your sales process, techniques and mindset? Sandler Trainin...

info@utahbusiness.com  |  90 South 400 West, Ste 650 Salt Lake City, Utah 84101   |  (801) 568-0114

Advertise with Utah Business

Submit an Event

* indicates required information
* Event Name:
Price (general):
Website (if applicable):
Coordinator's Name:
Coordinator's Email:
Coordinator's Phone:
Venue Name:
Venue Address:
Venue City:
Venue Zip:
Event Capacity:
* Event Description: