The Advertising Agency Business

John Benson

President of the American Association of Advertising Agencies (4A's), John Benson, explains the roles and functions of advertising agencies to newspaper publishers and advertising agencies in 1930.

The Advertising Agency Business

John Benson

FOREWORD

ADVERTISING is benefited by such a frank and impartial review as that of Mr. Benson's. His point that every one concerned with advertising should know more-of the part of others who have a share in it is sound. We can all derive profit from round-table discussions of so indispensable an influence in our prosperity and individual lives as advertising has come to be. Advertising is not exclusively the concern of agent, publisher, advertiser or the public. Every one of the four has an important interest in it. This brief preface is not intended...

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