Integrated Marketing Communications and Consumer Control become major marketing issues

March 28, 2007 Once upon a time, not long ago, media was dominated by newspapers, television and radio. Advertising agencies made one advert and ran it many times. Life was easy, lunches were long and cheques were fat, but the proliferation of new media and the growing complexity of the media landscape is quickly becoming the biggest challenge faced by marketers. A survey conducted by the Association of National Advertisers (ANA) polled over 100 senior marketers to select from a comprehensive list of subjects to rank their top three issues that directly impact their marketing decisions and plans. Integrated marketing communications jumped from the fourth spot in 2006 to the top of the list this year.

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