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March 2005 - Strategy Magazine
1st Annual Report on the Canadian Marketing Sector

Marketing check-up
Survey says...
We wanted to know how marketers feel about - well, just about everything - so we invited them to participate in our first annual marketing poll. More than 400 participants got in touch either via e-mail or www.strategymag.com. After tabulating the responses, we breathed a huge sigh of relief. Yup, things are finally starting to look up.

Total respondents: 415

My company CEO's involvement in marketing is...

too involved: 6.5%

very involved: 33.5%

somewhat involved: 34.9%

limited: 18.3%

nonexistent: 6.3%

did not answer: 0.5%

I would define my brand's ad image as...

just right: 57.4%

bland: 29.4%

edgy: 11.3%

did not answer: 1.9%

The biggest issue facing the marketing industry currently is...

ROI pressure: 36.5%

ad clutter: 23.2%

media fragmentation: 14%

accountability: 8.5%

consumer being in control: 7.7%

privacy: 5.3%

corporate responsibility: 3.4%

did not answer: 1.4%

I would describe my relationship with my agency as...

excellent: 16.4%

very good: 28%

good: 32.3%

fair: 11%

troubled: 4.3%

very troubled: 1%

did not answer: 7%

My title is...

president: 1.2%

CMO: 1.2%

VP marketing: 13%

director of marketing: 4.6%

marketing manager/co-ordinator: 37%

brand manager: 10.6%

ad manager: 5.3%

communications manager/director: 3.8%

director of business development: 1.7%

consumer relations manager: 1.9%

research director/manager: 1.2%

sales director/manager: 1.9%

none of the above: 15.2%

did not answer: 1.4%

I am...

male: 52%

female: 46.5%

did not answer: 1.5%

I am in the following age bracket:

under 26: 2.7%

26-35: 29.9%

36-45: 38.5%

46-55: 21.9%

56+: 5.3%

did not answer: 1.7%

My salary is in the following range:

under 30K: 0.7%

31K-50K: 9.4%

51K-70K: 18.3%

71K-100K: 34.7%

101K-150K: 19%

151K-200K: 6%

201K plus: 5.1%

did not answer: 6.8%

I last had a raise...

one year ago or less: 75.1%

one to two years ago: 16%

three to four years: 4.8%

five to six years: 0.5%

more than six: 0.5%

did not answer: 3.1%

My last raise amounted to ___ % of my annual salary.

2-5%: 64.5%

6-10%: 18.6%

11-15%: 7.2%

16-20%: 1.7%

21-25%: 1.9%

26%+: 1%

did not answer: 5.1%

My level of job satisfaction is...

very high: 16.4%

high: 40.2%

so-so: 34.4%

low: 5.1%

very low: 3.4%

did not answer: 0.5%

I foresee myself working at my company for a total of...

under one year: 6.5%

1-3 years: 19.5%

3-5 years: 19.3%

6-10 years: 28.4%

11-15 years: 7.2%

16-20 years: 8%

21-30 years: 6.3%

30+ years: 3.4%

did not answer: 1.4%

The number of people who work in my department is...

under 5: 29.2%

6-10: 26.5%

11-15: 9.6%

16-20: 9.2%

21-50: 17.8%

51-100: 2.9%

101-200: 1.7%

201+: 2.4%

did not answer: 0.7%

I would describe morale in my department as...

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