Accountability is top concern of national marketers.

The issue of "accountability" was ranked as a top priority in a recent survey of national advertisers and marketers.

The survey by the Association of National Advertisers asked senior marketers to choose their top three issues from a comprehensive list and then rank them in order of importance, from one to three.

Of the 111 respondents, more marketers indicated a greater concern about accountability (61) than any other issue. Building strong brand franchises and integrated marketing communications ranked closely in the second and third positions.

"This survey confirms what has been on the marketing radar over the past year, that accountability is one of the most dynamic principles in the industry," said Bob Liodice, president and CEO of the ANA.