Franchise Update Magazine Issue IV, 2011 | Page 39

• Where the money goes. Internet spending, which held
steady in the 47 percent to 50 percent range from 2008 through
2011, is projected to fall to 40 percent in 2012. Spending on
print (17 percent) and trade shows (14 percent) has remained
fairly steady since 2008, and is expected to remain so in 2012.
One change: public relations spending is budgeted at 15 percent for 2012, up from 10 percent in 2011 and 11 percent in
2010. “Other,” at 14 percent, has risen steadily in the past 5
years, most likely from increased spending on social media and
optimization of franchisors’ own websites.

• Internet spending. The most notable shift here is the
decline in spending for online ad portals, which fell from 61
percent in 2010 to 51 percent this year; 2012 projections are
about the same, at 50 percent. Spending on search engine optimization (SEO), after rising from 18 percent in 2010 to 24
percent last year, is budget