{"id":2157,"date":"2013-03-09T16:22:01","date_gmt":"2013-03-09T21:22:01","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/les-annonceurs-font-preuve-dun-optimisme-prudent\/"},"modified":"2021-07-27T15:36:21","modified_gmt":"2021-07-27T19:36:21","slug":"les-annonceurs-font-preuve-dun-optimisme-prudent","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2013\/les-annonceurs-font-preuve-dun-optimisme-prudent\/","title":{"rendered":"Les annonceurs font preuve d\u2019un optimisme prudent"},"content":{"rendered":"<p>Selon la premi\u00e8re \u00e9dition de <strong><em>Points de vue Marketing<\/em><\/strong>, rendue publique aujourd\u2019hui par l\u2019Association canadienne des annonceurs (ACA), la majorit\u00e9 des cadres sup\u00e9rieurs en marketing ayant particip\u00e9 \u00e0 la consultation s\u2019attendent \u00e0 voir augmenter leur chiffre d\u2019affaires en 2012 par rapport \u00e0 l\u2019an dernier. Ce sondage a eu lieu le mois dernier dans le cadre du Panel des annonceurs de l\u2019ACA et 44 cadres sup\u00e9rieurs en marketing canadiens y ont particip\u00e9. Il s\u2019agissant de la premi\u00e8re d\u2019une s\u00e9rie de consultations p\u00e9riodiques que l\u2019ACA r\u00e9alisera au cours des mois \u00e0 venir. Le questionnaire portait sur les conditions d\u2019affaires actuelles de m\u00eame que sur les perceptions et les priorit\u00e9s strat\u00e9giques des r\u00e9pondants.<!--more--><\/p>\n<p><em>\u00ab L\u2019ACA a r\u00e9uni ce panel afin d\u2019acqu\u00e9rir une meilleure compr\u00e9hension de la dynamique du march\u00e9 canadien, \u00bb pr\u00e9cise Susan Charles, vice-pr\u00e9sidente, Services aux membres de l\u2019ACA. \u00ab Nous voulions conna\u00eetre ce que pensent les cadres sup\u00e9rieurs en marketing, savoir ce qu\u2019ils planifient et d\u00e9couvrir ce qu\u2019ils vivent au sein de leurs organisations et dans leurs relations avec leurs fournisseurs, leurs partenaires et leur client\u00e8le. \u00bb<\/em><\/p>\n<p><em>\u00ab Dans l\u2019ensemble, ajoute-t-elle, les conditions du march\u00e9 semblent stables. Dans la mesure o\u00f9 les affaires et la confiance des consommateurs s\u2019am\u00e9liorent lentement, nous percevons un optimisme mod\u00e9r\u00e9 chez les annonceurs canadiens. \u00bb <\/em>Voici quelques-unes des principales conclusions du premier sondage de <strong><em>Points de vue marketing<\/em><\/strong> :<\/p>\n<ul>\n<li style=\"margin-bottom: 10px\">85 % des r\u00e9pondants rapportent que les conditions d\u2019affaires sont stables ou en am\u00e9lioration.<\/li>\n<li style=\"margin-bottom: 10px\">Les trois-quarts des participants pr\u00e9voient que la confiance des consommateurs se maintiendra au cours de l\u2019ann\u00e9e qui vient.<\/li>\n<li style=\"margin-bottom: 10px\">Il n\u2019y a pas de consensus sur l\u2019\u00e9volution des budgets de communications marketing par rapport \u00e0 l\u2019an dernier : les annonceurs estiment \u2013 \u00e0 peu pr\u00e8s \u00e0 parts \u00e9gales \u2013 que ces budgets pourraient augmenter, rester stables ou diminuer cette ann\u00e9e.<\/li>\n<li style=\"margin-bottom: 10px\">Selon un peu plus de la moiti\u00e9 des r\u00e9pondants, les budgets de communications marketing allou\u00e9s aux m\u00e9dias num\u00e9riques et aux r\u00e9seaux sociaux sont en hausse.<\/li>\n<li style=\"margin-bottom: 10px\">La question de la responsabilit\u00e9 sociale des entreprises pr\u00e9occupe tous les annonceurs. Les r\u00e9pondants entendent maintenir le cap ou accro\u00eetre leurs efforts dans ce domaine.<\/li>\n<\/ul>\n<p>Les membres de l\u2019ACA ont acc\u00e8s aux r\u00e9sultats d\u00e9taill\u00e9s du rapport.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Selon la premi\u00e8re \u00e9dition de Points de vue Marketing, rendue publique aujourd\u2019hui par l\u2019Association canadienne des annonceurs (ACA), la majorit\u00e9 des cadres sup\u00e9rieurs en marketing ayant particip\u00e9 \u00e0 la consultation s\u2019attendent \u00e0 voir augmenter leur chiffre d\u2019affaires en 2012 par rapport \u00e0 l\u2019an dernier. Ce sondage a eu lieu le mois dernier dans le cadre [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[605],"tags":[31,33,89,277],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les annonceurs font preuve d\u2019un optimisme prudent - Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/fr\/2013\/les-annonceurs-font-preuve-dun-optimisme-prudent\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les annonceurs font preuve d\u2019un optimisme prudent - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Selon la premi\u00e8re \u00e9dition de Points de vue Marketing, rendue publique aujourd\u2019hui par l\u2019Association canadienne des annonceurs (ACA), la majorit\u00e9 des cadres sup\u00e9rieurs en marketing ayant particip\u00e9 \u00e0 la consultation s\u2019attendent \u00e0 voir augmenter leur chiffre d\u2019affaires en 2012 par rapport \u00e0 l\u2019an dernier. 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