Lauren Olson

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)

Library of Congress Subject Headings

Advertising agencies--Research; Printing industry--Research; Marketing executives--Research

Publication Date

6-1-2003

Document Type

Thesis

Department, Program, or Center

School of Print Media (CIAS)

Advisor

Frey, Franziska

Advisor/Committee Member

Sorce, Patricia

Comments

Note: imported from RIT’s Digital Media Library running on DSpace to RIT Scholar Works. Physical copy available through RIT's The Wallace Library at: HF6178 .O47 2003

Campus

RIT – Main Campus

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