Potential Challenges the Internet Brings to the Agency-Advertiser Relationship

The explosive growth of the Internet has the potential to alter agency-advertiser relationships and blur the functions performed by each. Moreover, newer challenges are also surfacing in regard to web-related activities and functions performed by agencies and outside internet specialists from public relations firms, computer design boutiques and studios. This study attempts to assess and compare perceptions, use and implementation issues associated with marketing on the internet among a national sample of advertising agencies and advertisers. The findings are discussed regarding the potential impact of these perceptions on the advertiser/agency relationship.