ANA takes poll of 10 subjects that most concern marketing execs

The most important problem facing top level executives in 2013 is accountability for return on investment, according to a new survey taken by the Association of National Advertisers, or ANA. Coming in second was getting integrated marketing communications right, while in third place was keeping the organization up to date with marketing innovations.ANA President and CEO Bob Liodice said earlier this year that accountability is high on the agenda of the industry as well as of ANA.The following are the top ten concerns for executives, according to the ANA poll: accountability, integrated marketing communications, keeping up to date with marketing innovations, building strong brands, media proliferation, the globalization of marketing efforts, how to get great creative advertising and business success, attracting and keeping the best talent, consumer control over what and how they see advertising, and the growth of multicultural segments.The four subjects of most concern to executives have remained constant since 2006, though their exact places on the list have changed somewhat over the years.The online poll was taken among 155 marketing executives with an average of 18 years’ experience in the industry. The last time ANA took the study was in 2010.