文章基本信息

标题：A Review of the Activities of Advertising Agencies in Online World
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作者：Mehdi Behboudi ; Kambiz Heidarzadeh Hanzaee ; Amir Abedini Koshksaray 等
期刊名称：International Journal of Marketing Studies
印刷版ISSN：1918-719X
电子版ISSN：1918-7203
出版年度：2012
卷号：4
期号：1
页码：138
DOI：10.5539/ijms.v4n1p138
语种：English
出版社：Canadian Center of Science and Education
摘要：Internet can extend market reach and operational efficiency of advertising agencies and enhance their contributions to Iranian economy. This paper reports a review study to identify the factors affecting the activities of advertising agencies with regard to the emergence of online world. By reviewing the body of tradition, Internal and external variables, including relationship management, uncluttered homepage, creativity, lead generation, account manager, direct email, and sponsorship ads were identified as the core activities of advertising agencies in new world. To localize these variables in Iran, Student’s t-tests were run for 34 different items used in the questionnaire. No significant difference (at 0.05 level) were found in the degree of validity of these variables; in other word, all variables get a good number of significance. Creativity was the most influential variable on the activities of advertising agencies reviewed. The findings of this study can be used to develop strategies for enhancing advertising agencies’ involvement with the Internet.