A survey released yesterday at a conference sponsored by the Association of National Advertisers focuses on advertising accountability as "senior marketers are increasingly intent on figuring out what they are doing right - and wrong - as the cost of peddling goods and services climbs each year, along with the difficulty of reaching potential customers," writes the New York Times.

Some 61.5 percent of the survey respondents said it was important to them to define, measure and take concrete steps regarding advertising accountability. Only 19 percent said they were satisfied with their ability to take such steps, however.

Moreover, 73 percent of respondents were not confident that they understood the effects that an advertising or marketing campaign could have on sales. When asked if they agreed with the statement, "I would be able to forecast the impact on sales" of a 10 percent cut in marketing spending, 63 percent said no.

Barbara Bacci Mirque, senior vice president of the association, is quoted as saying that "efficiency and effectiveness of marketing in generating growth and building brand equity" is the issue that members tell the association "is No. 1 in their minds." So "we're going to discuss it till our members say it's not important to them."