Advertising A New Approach (RLE Advertising)

9

Agency

 

ABOUT half the advertising, in terms of expenditure, appearing in the United Kingdom in the course of a year is placed by advertising agents.¹ The agents provide services to the advertisers in designing and producing the advertisements, in solving the problem of the budget examined in the previous chapter, and in distributing the advertisements to the media owners. They also perform in many cases other functions in fields allied to advertising and increasingly tend to extend their advisory activities over the whole field of marketing. On the other side, agents serve the media owners in ensuring to them a reasonable flow of advertisements in a usable form, and in most cases they are actually paid by the media owners in the form of commissions ...