©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Advertisers appear to be more satisfied than ever with their integrated marketing efforts, according to a new survey from the Association of National Advertisers. But some executives have pointed out recently that the industry could do better.
And the ANA research reinforces that premise. It shows that just 6% of the ANA members polled describe their companies’ integrated marketing efforts as “excellent.” Another 36% characterize their companies’ efforts in the area as “very good.” That’s a higher percentage than any of the previous three integrated marketing surveys that the ANA has conducted going back to 2003.