Determinants in printer selection and use of personalization technology among advertising agencies

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Title: Determinants in printer selection and use of personalization technology among advertising agencies
Author: Olson, Lauren
Abstract: As an investigation into the demand chain between print providers, advertising agencies, and corporate marketing executives, this thesis focuses on printer selection and use of the personalization capabilities of print by advertising agencies. A longer length of relationship among companies allows for long term bonds and repeat business, which may decrease an agency's willingness to seek out new relationships with print providers who have new technology available. Likewise, available technology is limited by an agency's number of print providers and their associated printing technologies. This thesis' work began as an investigation into the relationship between advertising agencies and print providers, which is a larger part of the demand chain between corporate marketing executives, advertising agencies, and print providers. A survey for advertising agencies was developed after preliminary interviews with the three elements of the demand chain. This survey was conducted over the phone with the 250 respondents; the data from the survey was analyzed for overall frequency and was then used to test this thesis' hypotheses. ...(continued)
Record URI: http://hdl.handle.net/1850/15386
Date: 2003-06-01

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