| dc.description.abstract | The top service that advertising agencies perform on behalf of
their client base, according to research done by RIT’s Printing
Industry Center, is media buying and planning. As a result, digital
print service providers looking for more business would do well to
cultivate alliances with advertising agencies. Indeed, early
adopters of digital color have consistently been told that they
need to educate the ad agency market to drive digital color print
volume.
In order to do this, print service providers need to understand the
relationships between the advertising agency, the corporate
marketing executive, and their own companies. We surveyed
250 advertising agencies (in both the B2B and B2C markets) to
see what impact they have on the use of digital color printing
technologies and the migration to targeted and 1:1
communications solutions. | en_US |
