Relations of Advertising Agency with Advertising Market Subjects
DOI:
https://doi.org/10.22394/2949-0855-2023-3-65-11-16Keywords:
advertising agency, b2c, B2B communications, relationship marketing, advertising marketAbstract
The article discusses relationships features in the market of advertising. Life cycle models of relations between advertising agencies and market entities, as well as pragmatic approaches to B2B and B2C communication are analyzed and systematized. Theoretical models of relations are explicated primarily on advertising agency and advertiser interaction. The aim of the research is to find mechanisms allowing to improve communication processes in advertising market. Relationship marketing, which is management strategy of relationship with the customers, has the tools that help retain the customers and increase their satisfaction. Application of the models used in relationship marketing can increase effectiveness of advertising agencies' interaction with current customers without spending money to attract new ones.Downloads
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