Survey Research
Balancing Short-Term Profits and Long-Term Brand Equity
This survey presents the results of a poll of ANA marketing and media committee members on their thoughts about the balancing act between driving short-term profits and building long-term brand equity.
Integrated Marketing, 3rd Edition: Barriers and Opportunities
Key issues include optimizing the marketing mix, integrating messages across the marketing spectrum, managing multiple communications partners, and measurement of the effectiveness of each medium individually and the mix as a whole.
Sponsorship Management
Results of an ANA benchmarking survey on how companies plan, manage, optimize, and deploy their sponsorship marketing programs.
The Continuously Changing Role of Marketing
Conducted by the Association of National Advertisers and BtoB Magazine, this white paper describes the results of a study that was designed to explore the extent to which marketing departments are being reorganized.
The Path to Marketing Accountability: Phase IV of the ANA/MMA Study
This white paper presents the findings from the Fourth Annual ANA/MMA Marketing Accountability Study, conducted in July 2007 in partnership with Guideline Research.
Marketing Procurement: Perceptions and Realities of the Function
This white paper presents the findings of the 2007 marketing procurement online survey conducted by the ANA, Phoenix Marketing and JFE International Consultants.
The Marketing Organization: Recent Trends and Future Directions
This white paper presents the results of an ANA/Guideline survey designed to answer key questions related to marketing organization including, how has the organizational structure of the marketing function been changing in the past several years? is the marketing function becoming more centralized or more decentralized? and is it becoming more or less integrated?
The Use of Digital Media for Multicultural Marketing
This white paper explores how multicultural marketers are utilizing digital media to reach their audiences. In doing so the white paper addresses questions including: Are multicultural marketers embracing the same digital opportunities as general marketers?; Do they have the same concerns regarding effectiveness and budget allocation?
ANA Agency Relations Benchmarking Survey
The ANA Agency Relations Benchmarking survey asked respondents questions on the agency search and selection process, agency evaluations, and agency conflict causes, among other topics. Russel Wohlwerth, Principal, Ark Advisors/AAI, discussed the results of this survey and their implications.
Marketing Accountability Update: An Industry Stumbles
In this panel discussion, Nautica Marketing VP Chris Fuentes and Vistakon Sales & Marketing Analytics Director Dennis Nsenkyire discuss the results of the 4th Annual ANA Marketing Accountability survey.
Harnessing the Power of New Media Platforms for More Effective Marketing
The results of an Association of National Advertisers (ANA), Guideline Inc. and BtoB Magazine survey of both business-to-business and business-to-consumer marketers to explore the use of new media platforms, such as search, social networks, user-generated content, podcasts, blogging and more.
MME 2010: HD Marketing 2010:Sharpening the Conversation
Marketing & Media Ecosystem Study
Based on responses from over 250 marketers, representing 165 unique companies, this whitepaper prepared by Andrea Rasmussen, Carolyn Ude, and Edward Landry of Booz Allen Hamilton, details how marketers and their agencies must change as the convergence of media and technology, changes the connection between marketers and end users.
Agency Relations Benchmarking Survey
This snapshot provides an overview of an ANA benchmark survey that explores issues related to agency relations, including agency evaluations and agency conflict clauses.
Report on the Agency-Advertiser Value Survey
See the results of parallel surveys conducted by The American Association of Advertising Agencies and Association of National Advertisers in the spring of 2007. The survey was designed to assess agency and client attitudes and activities in four areas: 1. How agencies add value to the client's business; 2. How advertisers add value to the agency-client relationship; 3. Degree of interest in value-based compensation; & 4. Possible barriers to changing compensation methodology from cost based arrangements to value-oriented methods.
Harnessing the Power of New Media Platforms for B-To-B Marketing
This survey addresses B-to-B marketers' current and intended usage of new media platforms, spending, measurement/ROI, resource allocation and integration with other elements of the communications mix.
Trends in Interactive Agency Compensation - Overview
View the results of an interactive agency compensation survey exploring challenges related to the management of interactive agency compensation.
Yellow Pages Agency Compensation Survey
Draft of survey questions specially designed The for a benchmarking survey on telephone directory agency compensation.
Brand Deterioration: How to Identify, Measure, and Respond
This white paper discusses the results of the ANA and Guideline, Inc. Brand Deterioration Survey. In February 2007, the ANA and Guideline polled the ANA Brand Marketer Leadership Community to learn how they view the warning signs of brand deterioration. The survey also examined related topics on brand health and development.
Top Issues on Senior Marketers' Minds
This 2007 ANA survey outlines the top issues on senior marketers' minds as identified by 100 senior marketers.
2006 ANA Marketing Accountability Task Force Findings
These materials explore the second year of findings by the ANA Marketing Accountability task force. The purpose of the 2006 marketing accountability study was to continue the journey towards Total Accountability.
