ABSTRACT
Thus far we have purposely dealt with the advertis ing agency as an organization which exists to discharge certain primary functions for advertising media and advertisers.
The service which agencies render to advertisers, however, by no means ends with the discharge of the functions which have been discussed in preceding chapters. The tasks they are called upon to perform extend far beyond the broad field of distribution into production and financial management. Where agency service should stop no one can say today other than by a general statement such as, “The duties of an agent end where his abilities end.”
