The Association of National Advertisers (ANA) and Forrester Research today released the top-line results of an exclusive survey on the marketing accountability and ROI.

Incremental sales revenue generated by marketing activities - 66%

Changes in brand awareness - 57%

Total sales revenue generated by marketing activities - 55%

Changes in purchase intention - 55%

Changes in attitudes toward the brand - 51%

Changes in market share - 49%

Number of leads generated - 40%

Ratio of advertising costs to sales revenue - 34%

Cost per lead generated - 34%

Reach/frequency achieved - 30%

Gross rating points delivered - 25%

Cost per sale generated - 23%

Post buy analysis comparing media plan to actual media delivery - 21%

Changes in the financial value of brand equity - 19%

Increase in customer lifetime value - 17%

Other - 4%

None of the above - 2%

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