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Relations of Advertising Agency with Advertising Market Subjects
[Взаимоотношения Рекламного Агентства С Субъектами Рекламного Рынка]

Author

Listed:
  • Inna V. Karpova (Карпова, Инна)

    (Central Russian Institute of Management – Branch of RANEPA)

  • Svetlana L. Mertsalova (Мерцалова, Светлана)

    (Central Russian Institute of Management – Branch of RANEPA)

  • Nataliya A. Martynova (Мартынова, Наталия)

    (Orel Law Institute of the Ministry of the Interior of the Russian Federation named after V.V. Lukyanov)

Abstract

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.

Suggested Citation

  • Inna V. Karpova (Карпова, Инна) & Svetlana L. Mertsalova (Мерцалова, Светлана) & Nataliya A. Martynova (Мартынова, Наталия), 2023. "Relations of Advertising Agency with Advertising Market Subjects [Взаимоотношения Рекламного Агентства С Субъектами Рекламного Рынка]," Science outpost, Russian Presidential Academy of National Economy and Public Administration, issue 3(65), pages 11-16.
    • Handle: RePEc:rnp:scpost:sp2312
    DOI: 10.22394/2949-0855-2023-3-65-11-16
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    More about this item

    Keywords

    advertising agency; B2C; B2B communications; relationship marketing; advertising market;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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