The Virtual Agency as a New Force in the Promotions Industry

The Virtual Agency as a New Force in the Promotions Industry

R. Zachary Finney, Angeline Grace Close
ISBN13: 9781599049434|ISBN10: 1599049430|EISBN13: 9781599049441
DOI: 10.4018/978-1-59904-943-4.ch171
Cite Chapter Cite Chapter

MLA

Finney, R. Zachary, and Angeline Grace Close. "The Virtual Agency as a New Force in the Promotions Industry." Electronic Commerce: Concepts, Methodologies, Tools, and Applications, edited by Annie Becker, IGI Global, 2008, pp. 2240-2246. https://doi.org/10.4018/978-1-59904-943-4.ch171

APA

Finney, R. Z. & Close, A. G. (2008). The Virtual Agency as a New Force in the Promotions Industry. In A. Becker (Ed.), Electronic Commerce: Concepts, Methodologies, Tools, and Applications (pp. 2240-2246). IGI Global. https://doi.org/10.4018/978-1-59904-943-4.ch171

Chicago

Finney, R. Zachary, and Angeline Grace Close. "The Virtual Agency as a New Force in the Promotions Industry." In Electronic Commerce: Concepts, Methodologies, Tools, and Applications, edited by Annie Becker, 2240-2246. Hershey, PA: IGI Global, 2008. https://doi.org/10.4018/978-1-59904-943-4.ch171

Export Reference

Mendeley
Favorite

Abstract

The virtual agency (VA) is a new form of advertising/promotions organization. By using technology to create ad hoc teams of promotions professionals, the virtual agency is changing the nature of the advertising business. In the following paragraphs, we (a) distinguish the virtual agency from traditional agencies and (b) explain why this is an important development for e-commerce and the advertising/promotion field. Virtual agencies use the Internet as a means to redistribute the tasks traditionally performed at a single promotions firm. The completed work that the agencies perform for their clients is often similar to the work produced by traditional agencies. Virtual agencies, however, typically perform such work for a fraction of the traditional full-service agency’s price These new organizations are revolutionizing the promotions industry by the manner in which they distribute the tasks associated with creating a promotions campaign. To date, the agencies have not used the Internet to produce wholly new types of promotions. The virtual agencies instead use the Internet for simple communication; the Internet allows VAs to collaborate in a manner that was much more difficult prior to the widespread adoption of the Web.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.