Abstract

Internet can extend market reach and operational efficiency of advertising agencies and enhance their contributions to Iranian economy. This paper reports a review study to identify the factors affecting the activities of advertising agencies with regard to the emergence of online world. By reviewing the body of tradition, Internal and external variables, including relationship management, uncluttered homepage, creativity, lead generation, account manager, direct email, and sponsorship ads were identified as the core activities of advertising agencies in new world. To localize these variables in Iran, Student’s t-tests were run for 34 different items used in the questionnaire. No significant difference (at 0.05 level) were found in the degree of validity of these variables; in other word, all variables get a good number of significance. Creativity was the most influential variable on the activities of advertising agencies reviewed. The findings of this study can be used to develop strategies for enhancing advertising agencies’ involvement with the Internet.

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