Integrated Media Plans Face Obstacle Course

NEW YORK For all the talk of how critical integrated media strategies are to marketing success, a new survey concludes advertisers could be doing a better job of implementing them.

According to the survey released last week, a joint effort from the American Association of Advertising Agencies and the Association of National Advertisers, obstacles to executing integrated plans include: a lack of metrics to properly allocate the right mix of traditional and digital media; a reluctance on the part of many companies to shift budgets from “tried-and-true” media to digital; and the fact that many client-side marketers still don’t get digital and don’t understand how their customers use digital media.

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