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Marketing Accountability is Top Issue on
Marketers Minds, ANA Survey Reveals
Senior Marketing Executives Weigh In On Top Issues for
February 28, 2005-New York, NY---An annual survey by the Association of
National Advertisers (ANA) conducted to help shape its Annual Conference in October 2005, ranked accountability as
senior marketers' top priority.
The survey asked senior marketers to choose their top three issues from a
comprehensive list and then rank them in order of importance, from one to three. Of the 111 respondents, more
marketers indicated a greater concern about accountability (61 total responses) than any other issues. Building strong
brand franchises and integrated marketing communications ranked closely in the second and third positions with 48
and 45 total responses respectively. While last year the same top three issues emerged from the survey, this year
building strong brand franchises switched with accountability for the top issue on marketers' minds.
"This survey confirms what has been on the marketing radar over the past
year, that accountability is one of the most dynamic principles in this industry," said Bob Liodice, President and CEO
of the ANA. "The rapidly evolving marketing landscape is demanding measurable results among the senior level
marketers, and it is the number one priority for the ANA to help provide solutions in 2005."
Beyond using the survey results to aid in planning the ANA Annual
Conference, the data is also used to develop key initiatives throughout the year. In response to the 2004 survey, a
branding committee is being developed and the Marketing Accountability Forum, held in July, was also formed.
The following is the comprehensive list of issues ranked in order of
importance according to the total responses:
- Building strong brand franchises
- Integrated Marketing Communications
- Media fragmentation
- Structuring a marketing organization
- Consumer control over how they view advertising
- Innovation in a marketing organization
- Globalization of marketing efforts
- Growth of multicultural consumer segments
- Advertising creative that achieves business results
- Impact of technology on marketing
- Regulatory/legislative issues
Peter DeLegge is the publisher of Marketing
Today. He has more than fifteen years experience in marketing and marketing
communications management and marketing consulting with Fortune 500 to
medium size corporations. He can be reached at peterdlAThotmailDOTcom.
© Copyright 2005, Peter DeLegge Consulting/Marketing
Today. All rights reserved.
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