New York—Agency compensation and agency relations were the two hottest topics for advertisers during the first quarter, according to a report released by the Association of National Advertisers.
The study, which was based on inquiries to the ANA’s Marketing Resource Center, found that the five most requested areas of information were, in order of number of inquiries: agency compensation, agency relations, multicultural/niche marketing, production management and research/measurement.
The Marketing Resource Center is available to ANA members. It provides industry research, white papers, benchmarking studies, case studies and executive summaries that have been presented by colleagues at ANA events.
If information about a request is not available online, ANA will conduct a custom search for members.
ANA members can access the online resource center at www.ana.net/mrc.