Trending Upward: How advertisers are implementing integrated marketing

Willette Francis

New ANA research reveals that marketers are developing and executing more effective integrated marketing plans.

Trending Upward: How advertisers are implementing integrated marketing

Willette Francis

Thanks to the proliferation of media, integrated marketing communications (IMC) has taken on greater importance — and marketers are responding to the opportunity. According to an online survey conducted by the ANA, 51 percent of marketers are now developing and executing integrated marketing plans for their brands, products, and services, compared to 33 percent in 2008 and 19 percent in 2006.

It's equally encouraging that marketers are more optimistic about the quality of their companies' integrated marketing efforts, with 42 percent of respondents rating their programs as excellent or very...

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