Ever since the first friend-of-a-friend proposed that the first web developer build him a site (for no money), the effort and cost associated with digitally driven creativity has been a misunderstood and, sometimes, thorny issue. Unlike TV-commercial production, where there are some established cost parameters and you can typically see the budget on the screen, it's tough to price innovative web work.Putting a Price on Digital Production - Advertising Age - Digital
The danger of undervaluing interactive services by agencies is putting downward pricing pressure on the rest of agency services as well.
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