An advertising agency is a specialized agency in the field of advertising. It is a team of experts who plan, produce and place advertising campaigns. It acts as an agent/consultant to their clients. It exists to produce advertising material for their clients and to place it in appropriate media. It also acts as the agents of media, which pay commission for its services. It plays a significant role in modern marketing systems. The definition of advertising agency is given by scholars in this field. One such definition is given by William J. Stanton, who defined advertising agency as, “an independent company rendering specialized services in advertising in particular and marketing in general”. American Association of Advertising Agencies defines advertising agency as, “an independent business organization composed of creative and business people who develop, prepare and place advertising in advertising media for the sellers seeking to find varieties of customers for their goods and services.
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