• Adweek, Thursday, June 15, 2006 1 PM

Traditional advertising took another hit this week when the results of a new survey were released by the Association of National Advertisers. The survey showed that only 30 percent of respondents believed that general advertising adds the most value to a marketing plan. That figure was down from 51 percent in a similar poll taken in 2003. The survey was based on responses from 85 major advertisers; the results were released yesterday at an ANA conference on integrated marketing in New York. The poll also found that while 67 percent of marketers develop integrated marketing programs across most or all of their brands, only 33 percent said they are satisfied with their efforts. The biggest challenge to executing such programs successfully is the siloed corporate environment, the survey found. Also, not surprisingly, 72 percent of the respondents said a "big" creative idea that can be leveraged across all marketing channels was the most important contribution an ad agency could make to an integrated marketing campaign.

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