Survey Research
Research Report: Q1 Member Benchmarking Survey Results
This report is based on questions posed by ANA members. It covers the following key topics: agency relations, brand building, marketing organization, digital marketing, and marketing technology.
PowerPresentation: Q1 Member Benchmarking Survey Results
This collection of data charts represents findings from the ANA's 2011 Q1 Member Benchmarking survey. Fifty-five percent of respondents said that they "Usually" or "Sometimes" measure how well their brand is doing in engaging in a transparent dialogue with their customers.
Key Findings Report: Trends in Digital Agency Compensation, 4th Edition
The ANA has surveyed members for the fourth time on their practices in compensation of digital marketing agencies. The survey explores the number of digital agencies used, reasons for changing compensation agreements, and how fees are established for those using fee-based compensation.
PowerPresentation: ANA Recession Survey, 5th Edition
This collection of data charts represents findings from the 5th edition of the ANA’s Recession survey. The survey finds that while 77% of marketers report that they continue to be challenged to reduce spending across their marketing and advertising efforts, that percentage has fallen from previous surveys on the topic.
Key Findings Report: ANA Recession Survey, 5th Edition
For the fifth time, ANA has surveyed it members to determine how marketing and advertising budgets are being affected by economic conditions. In this latest edition of the Recession survey, 77% of marketers report that they continue to be challenged to reduce spending across their marketing and advertising efforts, representing a decrease from previous surveys on the topic.
Key Findings Report: Multicultural Marketing and Newer Media
This Key Findings Report includes highlights of an ANA survey designed to better understand how newer media platforms are being used to reach multicultural consumers. The survey finds that the majority of respondents are increasing spending on multicultural media overall, and more specifically newer media platforms, to reach multicultural customers—56% of respondents in both cases.
Key Findings Report: Mobile Marketing
This Key Findings Report includes highlights of an ANA/MMA study on mobile marketing. The survey finds that 88% of marketers are using or planning to use mobile marketing in 2011.
Research Report: Q4 Omnibus Survey Key Findings
This report is based on questions posed by ANA members. It covers the following key topics: agency compensation, brand building, digital marketing, marketing financial management and procurement, and marketing organization.
Key Findings Report: The Importance of Building Emotional Connections
This ANA survey finds that while marketers believe ads should focus evenly on rational/functional and emotional benefits, in reality brands focus more heavily on rational/functional benefits. The survey also explores the areas that constitute an emotional connection with a brand.
Research Report: Mobile Marketing
AN ANA survey finds that the vast majority of client-side marketers (88%) say they will utilize mobile marketing in 2011. Seventy-five percent plan to increase their spending on mobile marketing initiatives by an average of 59% vs. 2010, according to the survey of 97 marketers, done in partnership with the MMA (Mobile Marketing Association). The survey also explores the benefits and barriers of mobile marketing and the ways in which brands are managing their mobile marketing activities.
Research Report: Top Marketer Issues Key Findings Report, 5th Edition
This Key Findings Report is based on the top issues identified by senior marketers. The top three issues going into 2011 are marketing accountability, building strong brands, and integrated marketing communications.
Research Report: Multicultural Marketing and Newer Media
An ANA survey finds that more than half of marketers are increasing investments in newer media platforms to reach multicultural consumers. Brands are using a variety of newer media tools to reach these consumers including their own websites, online ads on third-party websites, search engine marketing, and email marketing. These tools are used primarily for brand building and demand generation.
Research Report: Q3 Omnibus Survey Key Findings
This report is based on questions posed by ANA members. It covers the following key topics: agency compensation, agency relations, digital marketing, marketing organization, media, and procurement.
Key Findings Report: Procurement: The Good, the Bad and the Ugly
This Key Findings Report provides highlights of an ANA study of the relationship between procurement, marketing, and agencies.
Key Findings Report: Trends in Agency Compensation, 15th Edition
This Key Findings Report provides highlights of the ANA's triennial Trends in Agency Compensation Survey, which is the industry's preeminent and comprehensive look at methods of compensation, the use of performance incentives, and the management of agency compensation.
Landmark Study: The Economic Impact of Advertising Expenditures in the U.S.
This landmark study highlights the sales activity and the jobs created in the United States that are stimulated by advertising.
Research Report: Sponsorship and Events Measurement
This Research Report explores how brands are measuring their sponsorship and event marketing activities. The survey findings reveal that virtually all firms utilizing sponsorship programs attempt to measure the returns from these initiatives at least some of the time. However, only 42% have a standardized process for measuring these returns.
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.
