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ANA Seeks Participants For New IMC And Accountability Efforts
Tuesday, November 21, 2006 8:33 AM
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 toolsBest methods to develop an integrated communication strategyEstimation 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 dashboardMarketing metrics and financial outcomesMeasuring and maximizing ROIThe link between brand equity, brand loyalty, and ROIThe 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