摘要：After the World War II modern agencies have developed,offering services such as marketing,marketing research and market communication and media planning.With the advent of commercial television,agencies have added to their product range the purchase of television time and production of television commercials.Also,because of its all dynamic development,starting from the end of the twentieth century,the Internet has become increasingly popular with retailers,advertisers and advertising agencies.The role of advertising agencies is to plan,design and implement advertising campaigns for clients.However,to what extent is it really,depending on the type of agency? There are agencies that offer all types of services,those which only buy advertising space / time in the media,those that deal with only creative work (full service agency),while some offer speci_ c services (specialized agency).Promotional agencies offer and sell advertising and other services related to promotional activity and market operation.They have the knowledge,skills and means to enable them to work in the _ eld of promotion,where these skills are realized more quickly,ef? ciently and cost-effectively than it would be performed in the advertiser’s own company.They are mainly present in the domestic market and hence their functioning analysis is present.
其他摘要：Posle drugog svetskog rata razvile su se moderne agencije,nude_i i usluge kao što su marketing,marketinško istraživanje,tržišno komuniciranje i planiranje medija.Sa pojavom komercijalne televizije agencije su svom asortimanu dodale i kupovinu televizijskog vremena i proizvodnju televizijskih reklama.Takoe,zbog svog sve dinaminijeg razvoja,poevši od kraja dvadesetog veka,internet je sve popularniji kod prodavaca,oglašivaa i marketinških agencija.Uloga reklamne agencije je da planira,kreira i sprovodi reklamne kampanje za klijente.Meutim,do koje mere je to stvarno tako,zavisi od vrste agencije.Postoje agencije koje nude sve vrste usluga,one koje samo kupuju reklamni prostor/vreme u medijima,one koje se bave samo kreativnim radom (ful servis agencije),dok neke nude posebne usluge (specijalizovane agencije).Promotivne agencije nude i prodaju reklamne i druge usluge vezane uz promotivnu delatnost i tržišno poslovanje.One raspolažu znanjem,veštinom i sredstvima koja im omogu_avaju da poslove iz oblasti promocije realizuju brže,e_ kasnije i ekonominije nego što bi ih obavljao oglašiva u sopstvenom preduzecu.One su u znaajnoj meri prisutne i na doma?em tržištu i otuda aktuelnost analize njihovog funkionisanja.
