The importance of integrated marketing communications is illustrated in the top 10 of issues for senior marketers in 2007, published by the National Association of Advertisers. The top 10 is composed as follows :
1. Integrated marketing communications
2. Accountability
3. Aligning marketing organization with innovation
4. Building strong brands
5. Media proliferation
6. Consumer control over what and how they view advertising
7. Globalization of marketing efforts
8. Growth of multicultural consumer segments
9. Advertising creative that achieves business results
10. Attracting and retaining top talent
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