Ad Clients Mixed on Integrated EffortsJohn Consoli

A new Association of National Advertisers survey finds that 67 percent of advertisers develop integrated marketing programs across most or all of their brands, but only 33 percent say they are "very happy" with their efforts and results. The survey also found that trends thought to be hot, like videogame advertising and mobile marketing, were viewed as being least significant to the marketing mix.Another finding, which shows that advertisers are frustrated with marketing efforts in general, only 30 percent said general advertising adds the most value to a company's marketing communications programs, down from 51 percent in 2003.A majority of advertisers, 63 percent, also say that organizational issues are the greatest challenge to successfully integrating their marketing efforts, specifically identifying the existence of "functional silos" inside their companies as a key challenge.The survey was conducted in collaboration with Blueprint Communications and the results were released today at ANA's first annual Masters of Integrated Marketing Conference in New York City.