The Advertising Agency's Role in Marketing Communications Demand Creation

Topics:
Marketing Communications,
Print Advertising
Tags:
Advertisement,
Advertising & Promotion,
Advertising Agency,
Marketing,
Marketing Communication,
Marketing Research,
Rochester Institute Of Technology
Source:
Rochester Institute of Technology

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Overview: As part of the industry analysis effort for the digital color market, the Printing Industry Center at RIT embarked on a research initiative to gain an understanding of the relationship between the advertising agency, the corporate marketing executive, and the print services provider. This paper focuses specifically on the impact of the advertising agency on the demand for marketing communication materials that utilize digital color printing.

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Format: PDF | Size: 510KB | Date: Oct 2003 | Pages: 56

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