Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 10

Making the decision to use an external advertising agency as opposed to an in-house program for advertising or some other aspect of the advertising function is difficult. Access the American Association of Advertising Agencies Web site at www.aaaa.org. From the "News and Views" section, examine articles that might help identify benefits of using an advertising agency. What type of information is available at this Web site