Chapter 3

THE ADVERTISING AGENCY

 

DEVELOPMENT OF THE ADVERTISING AGENCY

The most important and yet the least known factor in advertising is the modern advertising agency. Largely by design and calculation the advertising agency has refrained from publicizing itself, even though it possesses extensive facilities for exploitation and publicity. The very nature of its activities calls for the closest entente with all the channels of news, publicity, and propaganda.

The advertising agency deals directly with the media as a principal in contracting for space or time, and as a rule it is the only contact between the advertiser and the media. The power, therefore, wielded by a few thousand agencies in the expenditure of more that $6.5 billion per annum ...

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