The core of any service is linked to the benefit it offers to the buyers. Therefore in buying advertising services, companies are purchasing knowledge and creativity embodied in individual people. Creativity is the heart and soul of advertising services and consequently a vital resource in every business relationship (Halinen, p.28).
The following are the characteristics of advertising agency:
The advertising services acts, planning, production and delivery of advertising are all essentially intangible activities, despite the fact that the knowledge and creativity are often translated in tangible forms . e.g. written briefs, research reports, commercials and advertising videos etc. The outcomes of advertising and its effect on customers are often intangible as well. The final goal of advertising is usually to produce concrete economic benefits for the clients, but it is extremely difficult to assess these benefits.
Advertising services, in contrast to capital-intensive services are people-intensive. In organization