Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns

Sheila L. Sasser, Scott Koslow and Edward A. Riordan

This study examines IMC media use by advertising agencies from a perspective of how creative and media implementation effects impact the scope of media selected for campaigns.

Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns

Sheila L. SasserEastern Michigan UniversityScott KoslowUniversity of Waikato (Te Whare Waananga o Waikato)Edward A. RiordanWayne State...

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