oa Journal of Marketing - Advertising agencies - battling with their relevance

Volume 2011, Issue 06
  • ISSN : 1811-9565



It's the age of experiential advertising and consumer engagement, say some. It's the age of digital and social media, say others. One thing's for sure: no one's claiming that it's the age of above-the-line mediums. So where does that leave the traditional approach to advertising?

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