PT  - JOURNAL ARTICLE
AU  - Sheila L. Sasser
AU  - Scott Koslow
AU  - Edward A. Riordan
TI  - Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns
AID  - 10.2501/S0021849907070286
DP  - 2007 Sep 01
TA  - Journal of Advertising Research
PG  - 237--256
VI  - 47
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/47/3/237.short
4100  - http://www.journalofadvertisingresearch.com/content/47/3/237.full
SO  - J Advert Res2007 Sep 01; 47
AB  - 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. The study was based upon a quantitative analysis of 872 advertising campaigns from 309 respondents from the largest advertising agencies in New York and Detroit. Overall, campaigns contain more integrated media when there is solid consumer research, formal advertising testing, diverse media experience, agency industry specialization, and high agency motivation. Creativity is positively correlated with wider IMC media use, showing that integrated interactive media campaigns using a broader media palette can be highly creative. However, neither the presence of strategy in the client's brief nor the perception of the campaign being “on strategy” has any effect on the scope or number of media used.