What advertising agencies are - what they do and how they do it

In this 1959 speech to the School of Journalism, University of Missouri, 4A’s (the American Association of Advertising Agencies) President Frederic Gamble discusses the role of agencies, what they do, how they do it and how they acquire new business.

What advertising agencies are – what they do and how they do it

Frederic Gamble4A's President

Nearly all of the advertising of products and services which we see and hear on television and radio, in magazines, on outdoor posters and painted bulletins, on car cards and in newspapers – except the display advertising of retail stores, most classified advertising and much direct mail – is created and placed in these various advertising media by advertising agencies.

There are about 3500 advertising agencies, including branches, in the United States according to the Advertising Agency List of the Standard Advertising Register....

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