Survey Research
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: 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.
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: 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.
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: 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: 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: 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
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.
Integrating Traditional and Digital Media: Understanding How Agencies and Marketers Can Work Better Together
This white paper presents findings from the ANA, 4A's, and Bellwether survey designed better understand how agencies and marketers can work together to successfully integrate their traditional and digital media.
ANA Recession Survey: Impact of the Economy on Marketing and Advertising Budgets — 2nd 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.
Multicultural Marketing: Effectively Reaching Multicultural Consumers, 3rd Edition
This survey examined marketers' habits and attitudes as they relate to the concerns of multicultural marketing, from which groups they target to how satisfied they are with their efforts.
The Echo Boomer Revolution: How Young Marketers Are Impacting Today's Brand Building Strategies
This white paper explores the habits and perceptions of young marketers who belong to the Echo Boomer generation, as compared to a complementary survey of older marketers.
The Path to Marketing Accountability: Phase V
This white paper, designed to expose the current state of the industry and examine progress of marketers, presents the findings of the 2008 marketing accountability survey conducted by the ANA and MKTG.
Survey Results: Is the Economy Impacting Marketing and Advertising Budgets?
In the summer of 2008, the ANA polled its members to determine how marketing and advertising budgets were being impacted by the tough economic conditions. 100 client-side marketers responded to this survey, representing a broad cross-section of categories and industries.
Yellow Pages Advertising Agency Compensation Survey
ANA's first Yellow Pages advertising agency compensation survey provides a current snapshot of compensation practices related to CMRs and benchmarks for advertisers to measure and compare their company's compensation agreements.
ANA Interactive Agency Compensation Survey
This was an open discussion on compensation to digital agencies—macro findings from ANA Interactive Agency Compensation Survey and challenges/concerns that members have.
WFA Survey Results: Use of Decoupling
In April 2008 WFA ran a survey on the uses and approaches to decoupling, in conjunction with ISBA. The survey received 45 responses from mostly senior procurement specialists. This results paper aims to outline some current trends in the use of decoupling to help companies benchmark their activities in this area.
