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BtoB

ANA survey finds accountability is top priority

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New York—Accountability is the top priority of senior marketing executives, according to an annual survey by the Association of National Advertisers.

The survey was based on responses by 111 senior marketing executives. It found that 66% ranked accountability as their chief concern, followed by building strong brand franchises (48%) and developing integrated marketing communications (45%).

Findings from the survey will be used to plan the program for the ANA’s annual conference later this year.

In response to last year’s survey, which ranked brand building as the top priority, followed by accountability, the ANA formed a branding committee and launched a Marketing Accountability Forum in 2004.

—Kate Maddox

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