4A's study: 98% of agencies use new media

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In the third annual "Are You Wired?" survey of the American Association of Advertising Agencies, 98% of respondents said they currently apply new media in some form for their clients. This figure is up from 78% in the last Four A's study conducted in 1996, and 40% in 1995. In other findings:

More agencies build Web sites for their clients (78%) than for themselves (67%); almost half (45%) of agencies also maintain their clients' Web sites; the prime influence motivating clients to use interactivity is peer pressure (79%), and the second is based on a client's marketing strategy.

Copyright January 1998, Crain Communications Inc.

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