What are the challenges facing traditional, full-service advertising agencies given the changes occurring in the area of
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What are the challenges facing traditional, full-service advertising agencies given the changes occurring in the area of integrated marketing communications? It has been argued that the traditional model of a full-service, lead agency is becoming obsolete. Do you agree or disagree with this position?
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Traditional advertising agencies have been developing more IMC capabilities because their clients ar...View the full answer
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Related Book For 
Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-1260152302
11th Edition
Authors: George E Belch, Michael A Belch
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