Marketing communications demand creation: Marketing executive study

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dc.contributor.author Pellow, Barbara en_US
dc.contributor.author Sorce, Patricia en_US
dc.contributor.author Frey, Franziska en_US
dc.contributor.author Banis, Heather
dc.date.accessioned 2006-12-06T17:52:55Z en_US
dc.date.available 2006-12-06T17:52:55Z en_US
dc.date.issued 2003-10 en_US
dc.identifier.uri http://hdl.handle.net/1850/2862 en_US
dc.description A Research Monograph of the Printing Industry Center at RIT en_US
dc.description.abstract For the past several years, many graphic arts industry analysts and market research firms have predicted that the growth of digital color and variable data is about to explode. So far, however, growth has failed to meet market expectations. Several hypotheses are associated with the subdued market growth. The following factors are most frequently cited: • Lack of a strong value proposition for digital color and personalization. Contributing to this is the relatively low incidence of documented ROI metrics for digital color or personalization for marketing materials. • Limited availability of accurate data for targeted or versioned marketing campaigns. If the data do exist, the cost associated with transforming data into a usable form is high. • The migration to electronic media options for direct communication with customers. As part of the investigation into adoption of digital color printing technologies, the Printing Industry Center at RIT embarked on a research initiative to gain an understanding of the relationship between the agency, corporate marketing executive, and print services provider. This report focuses specifically on how instrumental the corporate marketing executive is in initiating the demand for marketing materials that require digital printing. Specific research objectives for this study include: 1. Defining the dynamics between the corporate marketing executive, the printer, and the creative agency relative to media decisions and campaign direction. 2. Understanding how media are selected and how print media are perceived and used within corporations. 3. Evaluating the corporate marketing executive’s level of digital printing technology and that individual’s current use of 1:1 communications solutions. 4. Understanding how database technologies are currently used within corporations and to what extent these technologies are integrated into corporate printing capabilities. 5. Defining the measures for campaign effectiveness utilized by marketing executives today. A sample of 1,999 unique records was randomly selected from the Dun and Bradstreet list. They were contacted by phone and asked to participate in a 20-minute interview. Of the 205 completed interviews, there were 55 financial services firms, 100 manufacturing firms, 21 retail firms and 29 firms classified as “other.” en_US
dc.format.extent 2417461 bytes en_US
dc.format.mimetype application/pdf en_US
dc.language.iso en_US en_US
dc.publisher Printing Industry Research Center at RIT en_US
dc.subject Digital printing - marketing en_US
dc.subject Graphic arts industry - growth en_US
dc.title Marketing communications demand creation: Marketing executive study en_US
dc.type Monograph en_US

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  • Printing Industry Center Research (CIAS)
    Dedicated to the study of major business environment influences on the printing industry, precipitated by new technologies and societal changes. With the support of RIT, the Alfred P. Sloan Foundation, and our Industry Partners, it is our mission to continue to develop and articulate the knowledge necessary for the long-term economic health of the printing industry.

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