TITLE

Split decisions grow as advertisers seek edge

AUTHOR(S)
Gleason, Mark; Petrecca, Laura
PUB. DATE
November 1996
SOURCE
Advertising Age;11/11/96, Vol. 67 Issue 46, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Examines how marketers are splitting their advertising of single brands among more than one advertising agency. Marketers using split-agency relationships include AT&T, Blockbuster, Boston Market, Budweiser, Coca-Cola, Kodak, McDonald's, and Sears; Names of the agencies used by these marketers; Reluctance to limit creative resources. INSETS: Burger King broke rules but didn't...by Mark Gleason, et al.;Too many cooks on Arch Deluxe, by Bob Garfield.
ACCESSION #
9611187821

 

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