search query: @indexterm advertising media / total: 223
reference: 27 / 223
| Author: | Bogard, L. |
| Title: | Buying services and the media marketplace |
| Journal: | Journal of Advertising Research
2000 : SEP-OCT, VOL. 40:5, p. 37-41 |
| Index terms: | ADVERTISING ADVERTISING MEDIA TELEVISION ADVERTISING ADVERTISING AGENCIES |
| Language: | eng |
| Abstract: | Advertising research is being transformed by the emergence of giant buying services that operate outside of the traditional agency structure. Independent buying services arose for different historical reasons in the Unite States and Europe, where their growth paralleled that of commercial television. The main author's conclusion is that media buying services may today be more profitable than the agencies that spawned them, but the multifaceted advertising agencies is a valuable institution that deserves to be preserved. Its work force is kept stimulated by the challenge of serving a variety of clients and through a constant interplay of different kinds of professional talent. |
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