• by Jack Loechner , Staff Writer, July 13, 2006

A new survey, conducted in May/June 2006, recently released by the Association of National Advertisers, found that 67 percent of marketers develop integrated marketing programs across most or all of their brands, but only 33 percent say they are very happy with their efforts.

The survey also found that 30% of marketers say that general advertising adds the most value to a company's marketing communications programs, which is a dramatic decrease from 51 percent of marketers ranking it most important in 2003. According to the report, trends thought to be hot, such as videogame advertising and mobile marketing, were viewed as least significant to the marketing mix.

Bob Liodice, President and CEO of the ANA, said "With the ever-changing, fragmenting media environment, it is... important...f or marketers to develop and execute a comprehensive integrated marketing communications strategy." (measurable brand communications programs across multiple channels with one consistent message).

More highlights of the survey:

• 63% of marketers rank organizational issues as the greatest challenge to successfully integrating their marketing efforts
• 72% percent of marketers feel the development of the "Big" creative idea that can be leveraged across all marketing channels is the most important contribution an agency can make toward an integrated marketing campaign
• Almost 50% of marketers want their agencies to be media neutral when developing an integrated marketing program

More information about the survey and the ANA can be found here.