Advertising agency is a business that assists advertisers in all stages of the advertising process – from account management and planning to message creation, media planning, and research (Bergh & Katz, 1999, p.29). In another words, advertising agencies are service companies that specialise in planning and execution of advertising programmes for their clients (Belch & Belch, 1990, p.61-63). An advertising agency acts on the basis of an assignment placed by the client in which the client also delegates some decision making authority to the agency (Mills, 1990). In most cases the agency makes the creative and media decisions. Often it supplies supporting market research as well, and may even be involved in the total marketing plan. The activities undertaken and the amount of autonomy allowed to the agency vary from one relation ship to another (Aaker & Myers, 1987, p.10).
Advertising services can be defined as packages of activities that are offered to other companies and which concern the planning, production and / or delivery of advertising. Advertising services are bought and designed to improve the purchasing company’s performance and well-being (Wilson, 1982).
Advertising agencies have experience with other similar companies' products and services.
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