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Advertising Pays 2 is the latest chapter in the economic case for advertising - exploring how SMEs can use it to create jobs, revenues and exports. 


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Advertising Pays, a report by Deloitte into the economic impact of advertising, commissioned by the Advertising Association. Published 31 January 2013.




Advertising Pays: How Advertising Fuels the UK Economy

In January 2013, the AA and Deloitte showed how advertising does more than just benefit individual businesses – it underpins £100bn of UK GDP by helping businesses reach customers, promoting innovation, enhancing competition, and expanding and developing markets.

Advertising Pays 2: How advertising can unlock UK growth potential argues that sustained economic recovery will depend on the health of our SMEs – in particular those medium-sized businesses most poised for growth.

Yet these businesses underinvest in advertising, limiting their growth domestically and overseas. The report finds that UK SMEs contribute nearly 40% of UK turnover, but only 18% of adspend, and shows that using advertising to help raise UK SME exports to the EU average would add £40bn to the economy.

With these findings, the AA believes that UK advertising must ask what more can be done to address SME concerns, and open up the benefits of advertising to smaller, high-growth UK businesses. And that policymakers should consider advertising’s potential more closely when examining policy options to support SME growth. 

The findings of Advertising Pays – and some wonderful people at TBWA London – were the inspiration for a poster campaign for advertising, which ran in advance of our Parliamentary Reception in November 2013. 

The message that advertising delivers huge value to UK plc is important not just in Westminster, but across our industries.  Whether you are agency, media owner or client, you can help make advertising’s voice louder by sharing and displaying the campaign and reminding people that advertising pays. 

Artwork, postcards and the full report can be downloaded here and you can join the conversation at #adpays.



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