• ANA Blog, Wednesday, February 15, 2006 12:15 PM

The head of the Association of National Advertisers is urging all marketers to take a media-neutral approach to their advertising plans and says the development of new media should also make them think twice about whether traditional advertising is the right strategy for their brands. ANA President-CEO Bob Liodice makes his comments in an entry on his ANA blog about integrated marketing, which he says will allow marketers to target consumers as never before but poses particularly difficult challenges. New media and the need for integrated marketing solutions require a new, reinvented marketing model, he says, which must embrace two fundamental principles. "The first is that marketers must approach marketing disciplines and media choices in a completely agnostic fashion," Liodice writes. "There can be no bias towards television over other media --or for that matter towards advertising over other communications disciplines. The second principle is that marketers must approach the entire spectrum of marketing choices--including the new, emerging ones--with a far more disciplined strategic planning process." Liodice adds that Daimler Chrysler is a good example of one company that "gets it" when it comes to integrated marketing.

Read the whole story at ANA Blog »