News Brief

ANA Seeks Participants For New IMC And Accountability Efforts

The Association of National Advertisers is looking for participants for two new member committees starting up next year.

The Integrated Marketing Communications Committee is intended to help marketers plan, develop, execute, and evaluate their overall marketing communications strategy based on consumer insight.

Discussion topics will include:

  • Integrated marketing program development basics

  • Identification of the most effective IMC planning tools

  • Best methods to develop an integrated communication strategy

  • Estimation of the value of customers and prospects

    The Marketing Accountability Committee will focus on the use of appropriate brand and sales metrics to optimize spending choices and increase marketing effectiveness. Approaches marketers can use to provide greater oversight and achieve credibility for the organization's marketing efforts will be covered.

    Discussion topics will include:

  • Advertiser/agency accountability dashboard

  • Marketing metrics and financial outcomes

  • Measuring and maximizing ROI

  • The link between brand equity, brand loyalty, and ROI

  • The use of technology to improve marketing department output

  • Sales growth through extending a brand's domain

    For more information, contact Irina Gorodetskaya, the ANA's committee coordinator, at 212-455-8032 or irina@ana.net

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