haku: @indexterm agencies / yhteensä: 177
viite: 7 / 177
| Tekijä: | Sasser, S.L. Koslow, S. Riordan, E.A. |
| Otsikko: | Creative and interactive media use by agencies: Engaging an IMC media palette or implementing advertising campaigns |
| Lehti: | Journal of Advertising Research
2007 : SEP, VOL. 47:3, p. 237-256 |
| Asiasana: | advertising campaigns media selection agencies relationship marketing marketing communication USA |
| Kieli: | eng |
| Tiivistelmä: | This study explores IMC media use by advertising agencies (hereafter as: adv-agcys.) from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns. Based on 872 advertising campaigns' analysis from 309 respondents from the largest adv-agcys. in New York and Detroit, U.S. Overall, campaigns contain more integrated media when there is solid consumer research, ... , agency industry specialization, and high agency motivation. Creativity is positively correlated with wider IMC media use, showing that IMC campaigns using a broader media palette can be highly creative etc. |
SCIMA