The Role of Advertising Agency in the Global Marketing Scene
Date Issued
2005
Date
2005
Author(s)
Kuo, Steve
DOI
zh-TW
Abstract
This study is to delve into the evolutions of advertising agency in the past decade, with focus on its role in the global marketing scene.
There was a time when advertising agencies served as an important partner in the global marketing for advertisers who were eager to go global. However, as advertisers placed more efforts on ROI, media independents came to rescue with a great deal of saving on media investment, it seems that creative agencies are no longer taking the lead in advertisers’ marcom planning.
This study seeks to explore the current status of advertising agency, and in the meantime to probe the possible directions where they might be heading in the future.
Subjects
媒體公司
廣告公司
media agency
advertising agency
global marketing
Type
thesis
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