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NEW YORK (AP) - Major national advertisers are most concerned with measuring actual returns on the dollars they spend on advertising, according to a survey released Monday.
The Association of National Advertisers, an organization of top advertising spenders, said in its annual survey that increasing "accountability" — or detailing actual business returns versus advertising dollars spent — was the top concern of its members this year.
The survey also found that advertisers were looking to make marketing operations more innovative; seeking to build stronger brands and develop more cohesive marketing communications.
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