Spending on corporate literature topped the list with four-fifths of 5,000 marketing managers and directors putting their faith in print.

"Corporate literature is probably the most unsexy part of marketing so the results are a surprise," said Philip Lowther, marketing manager for AP Information Services, which conducted the survey.

"For people in print, it's fantastic news and shows marketers are heavily involved in literature printing, be it corporate or DM."
Not even the growth in online marketing outshone traditional print, with over two-thirds of marketing managers investing in direct mail.

"Traditional marketing, like corporate literature and exhibitions still hold favour. The value of direct mail has been acknowledged and marketers continually seek maximum return on their investment by using several media routes."

Least preferred marketing methods were direct response TV and SMS text messaging. However, three-quarters rated PR and exhibitions.

Over two-thirds used product literature, newsletters and market research, over a half used regional press and just under one half used posters.

The results can be found in AP Information Services' Marketing Managers Year Book which costs 160. Visit www.apinfo.co.uk.

Marketing spend allocation
- Corporate literature 80%

- Exhibitions 79% 

- Trade magazines 78% 

- PR 75%

- Direct mail 69% 

- Product literature 65% 

- Newsletters 64% 

- Market research 62%

- Presentation material 58%

- Regional press 56%