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Title: Ereview
Author: Print Industry Center
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.
Description: RIT Printing Industry Center newsletter
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Date: 2004-02

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