New York—More than half of marketers are currently developing and executing integrated marketing communications program, according to a new survey from the Association of National Advertisers.
According to ANA, 51% of marketers developed and executed integrated marketing programs for all brands, products and services in 2011, up from 33% in 2008 and 19% in 2006.
Also, 42% of marketers reported optimism about the quality of their integrated marketing efforts, up from 25% in 2008. ANA's study was based on an online survey conducted in September and October, with 107 client-side marketers participating.
