Potential Challenges the Internet Brings to the Agency-Advertiser Relationship
研究评估了广告代理和广告主对互联网营销的看法、使用和实施问题，并讨论了这些看法对双方关系的潜在影响。
<h3>ABSTRACT</h3> 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.