Advertisers Disappointed With Marketing Integration

Richard O'Gorman and Dwight Shelton

A research study by the ANA and Blueprint Communications, Inc., discovers that most marketers are dissatisfied with attempts to integrate advertising with other marketing communications.

Advertisers Disappointed With Marketing Integration

Internal silos blamed; different firms preferred for each function

Dwight Shelton & Richard 0 'Gorman Blueprint Communications

Most marketers are integrating advertising with other communications tactics, but few are pleased with the overall quality of the combined effort, and most still believe that advertising adds the greatest value by far. Marketers say they are finding that the greatest challenges to integration are their companies functional silos and implementation across products, divisions, and regions of the world.

Further, marketers are less likely to turn to full-service agencies to provide integrated services than...

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