Potential challenges the internet brings to the agency-advertiser relationship

The explosive growth of the internet has the potential to alter agency-adve rtiser relationships and blur the functions performed by each. Moreover, ne wer challenges are also surfacing in regard to web-related activities and f unctions performed by agencies and outside internet specialists from public relations firms, computer design boutiques, and studios. This study attemp ts to assess and compare perceptions, use, and implementation issues associ ated with marketing on the internet among a national sample of advertising agencies and advertisers. The findings are discussed regarding the potentia l impact of these perceptions on the agency-advertiser relationship.