This report will address the challenges facing advertising agencies due to the constant evolution of technological methods and the ability to integrate communications to resolve client brand and business issues. Advertising is the way a company communicates its product to consumers in order to persuade them to make a purchase. In this essay, I will provide an overview of the concept of integrated marketing and the advertising agency perspective while arguing the positives and negatives of each. The theoretical approach to advertising seems foolproof and consistent, but there is a lack of in-depth understanding of consumer needs and wants. behavior. The theoretical approach consists of the organization communicating a message and then transposing a message to the intended recipient. Signal is the type of media through which the message is transmitted and the decoding of the message. The recipient then understands the message and provides feedback to the source. In some cases, the message may be distorted, resulting in the recipient's inability to understand the message delivered. The practical approach includes marketing objectives and strategies on how to achieve the organization's goals. This then flows into researching consumer insights leading to developing a plan and then activating it. Business results should be directly linked to marketing objectives and determine whether the strategies were effective in solving the client's brands or business problem. I think the hands-on approach is more effective because it links back to the marketing objective and then creates strategies and plans to achieve business results. This approach is more geared towards discovering the characteristics of potential consumers in the middle of the document......and open to discussion for all consumers. In the past, comments were not encouraged as much as lines of communication were distorted and confusing. There isn't really a cost factor in using this method, but monitoring it can be tedious as some users may take advantage of it to misuse the brand if there is a lack of accountability. In conclusion, I think advertising agencies face many problems, esp. with the emergence of new technologies and the ability to integrate communications. Organizations should work interdependently with advertising agencies from which they will both benefit, but each should take appropriate actions in order to improve the overall experience to solve business and customer problems. wiem04001/fullhttp://www.brandworld.co.nz/news/eight-issues-facing-marketers-today/