Survey Research

Research Report: Q2 Omnibus Survey Key Findings

This report is based on questions posed by ANA members. It covers the following key topics: agency relations, marketing organization, procurement, production management, and multicultural marketing.

Research Report: Q1 Omnibus Survey Key Findings

This report is based on questions posed by ANA members. It covers the following key topics: advertising financial management, production management, agency relations, brand management, digital marketing, senior marketers think tank, and sponsorship and event marketing.

Research Report: Procurement: The Good, the Bad, and the Ugly

An ANA survey of three constituencies—procurement/sourcing professionals, marketing/marketing services professionals, and agency professionals—finds large gaps in several areas, including how procurement defines value, whether procurement views marketing as an expense or an investment, and how well procurement works with marketing and agencies.

Research Report: Digital Marketing Agency Compensation Trends

This study underscores the phenomenal growth in digital marketing spending that has escalated over the last half of this decade as well as the growing role this discipline is playing in marketers' overall marketing strategies for their brands.

Key Findings Report: ANA Recession Survey, 4th Edition

According to ANA's most recent poll of its members, 83% of respondents indicate they are identifying cost savings and reductions in their current marketing and advertising efforts. Read our Key Findings Report to find out if cost savings and reductions is the "new normal."

Research Report: How Marketers View TV and Video Advertising

Is television really dead? Not according to the findings in a joint survey from the ANA and Forrester. Television budgets, like all media, may have taken a beating in this recession but there are still many opportunities in television and video advertising.

Research Report: Top Benchmarks for Marketers

This research report draws on survey research conducted throughout 2009 and also highlights "hot" topics to marketers such as brand building, newer media, agency evaluations, marketing accountability, agency holding companies, global marketing, agency audits, and hourly rates.

Research Report: The State of Marketing

ANA and Prophet partnered on a survey to understand the behaviors and attitudes that characterize marketers who have shifted from a tactical to a visionary role. The survey identified several key shifts in the marketing industry. Read this research report for our findings.

Research Report: Shopper Marketing: Best Practices

This research report contains the results of an ANA survey designed to uncover the extent to which the responsibility for each of the key aspects of a firm's shopper marketing program is vested in the marketing organization versus the sales organization. ANA also wanted to discover what and who was driving the shopper initiatives within organizations. Check out our research report for the latest.

The New B2B Marketing Imperative: Developing Fundamental Capabilities to Capture Market Share

The findings and recommendations in this report derive from a joint study conducted by the Association of National Advertisers (ANA) and Booz & Company in late 2008 and early 2009. The impetus for the study was the lack of attention and research dedicated to marketing effectiveness in the business-to-business sector.

Research Report: Path to Marketing Accountability, 6th Edition

This Research Report looks at the impact of the economic downturn on marketing and marketing accountability programs. It also captures best marketing practices during a recession and whether companies with successful marketing accountability programs are better off than those without.

Research Report: Evaluating Agency Performance

This Research Report explores the incidence and best practices of agency evaluations and covers the following areas: frequency, evaluating multiple agencies/agency types, value of 360-degree evaluations (meaning the agency also evaluates the client), use of technology to facilitate evaluations, and more.

Research Report: Harnessing the Power of Newer Media Platforms for More Effective Marketing, 2nd Edition

This Research Report reflects findings of a joint survey from ANA and BtoB Magazine on the usage and best practices among B-to-B and B-to-C marketers of newer media platforms (such as search, social networks, user-generated content, podcasts, blogging, and more). It analyzes spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix.

ANA Recession Survey: Impact of the Economy on Marketing and Advertising Budgets — 3rd Edition

In August 2008, ANA surveyed its Committee Members to determine how marketing and advertising budgets were being impacted by the tough economic conditions. Six months later, in late January/early February 2009, the survey was repeated to monitor trends and gauge the impact of the deepening recession. 141 marketers responded to this survey, representing a broad cross-section of categories and industries.

Brand Building in Tough Times and Beyond

Today, smart marketers are strategizing not only about getting through the current economic environment but are also preparing to be ready for accelerated growth when the recovery finally begins. Itï¿½s a delicate balancing act. ANA surveyed its members on brand building in tough times and beyond. Issues included effective ways for building brand equity, measures of brand health, defined as the measure to which brand equity is increasing or declining, brand deterioration warning signs, and short-term versus long-term brand building strategies.

MME 2010: Digital Darwinism

This paper represents the final report of a joint year-long, multi-phase study from 4A's, ANA and IAB. It identified the priorities, capabilities and partnerships required across the marketer-agency-media value chain to optimize now and prepare for the future. Findings were released in October 2007, February 2008 and September 2008.