Pricing power sits in one of two places in a marketplace: with the buyers or with the sellers. Traditionally, pricing power is a function of the underlying economic utility of the goods, combined with the relative scarcity of the goods.
Today, media isn’t that scare and, with consumer purse strings drawn tight, it has diminished utility to marketers.
Guess what side of the marketplace the pricing power sits? eMarketer shares the results of a JP Morgan survey.
According to the survey, next year should be a little better.
About 40% of those polled thought 2010 spending would be roughly flat with 2009, while one-half thought spending would be up at least 5%.
