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What advantages does your media service provide versus a full-service agency?
Better Strategy/Approach: 34%
Higher Expertise/Better Resource: 19%
Better Access to Information: 7%
Buying Clout: 3%
Independent of Full-Service Agency: 3%
Miscellaneous Answers: 18%
No Answer: 29%
Although most major advertisers continue to think of their general advertising agency as their media resource, the survey findings indicate that stand-alone media specialists have become part of the marketing mainstream. More than 80 percent of respondents in the study work with some form of specialized resource.
By far, advertisers who work with a media service cite “better strategy and approach” as the primary advantages to unbundling (34 percent).
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