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NEW YORK A growing number of marketers believe that general advertising is no longer the most important component to a company’s overall marketing communications program, according to a survey commissioned by the Association of National Advertisers.
The survey found that just 30 percent of those polled believed that general advertising adds the most value to marketing programs, down from 51 percent of those polled in a similar survey done in 2003.
The survey, based on responses from 85 major advertisers, was released today at the ANA’s conference on integrated marketing in New York.
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