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BtoB

Study: Print still leads marketing mixture

Published on .

Chicago--A recent study released by the Business Marketing Association, Chicago, confirms that printed material maintains dominance over Internet marketing among agency services used. The ``1998 BMA Agency Compensation Study'' tracked services that companies most often paid agencies to perform between 1993 and 1998. The survey was mailed to 650 agencies, with 167 returned for a 25% response rate, and to 1,206 advertisers, with 202 returned for 16.7% response rate. According to 87% of survey respondents, direct mail was the second most important marketing activity, and 75% said Internet activities were key to their marketing. The study was done by Kansas City, Mo.-based agency NKH&W.
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