This report will discuss the challenges facing advertising agencies due to the ever-evolving technological methods and ability to integrate communications to solve problems corporate and customer brand. Advertising is how a company communicates its product to consumers to convince them to make a purchase. In this essay I will provide insight into the integrated marketing concept and the advertising agency perspective, discussing the positive and negative aspects of each. The theoretical approach to advertising seems foolproof and consistent, but it lacks a deep understanding of consumers' wants and needs. behavior. The theoretical approach consists in the organization communicating a message and then transposing it to the intended recipient. The signal is the type of media through which the message is transmitted and the decoding of what the message is about. The recipient then understands the message and provides feedback to the source. In some cases the message may be distorted, which results in the recipient's inability to understand the message being conveyed. The practical approach consists of marketing objectives and strategies on how to achieve the organization's goals. This then feeds into consumer intelligence research that leads to the development of a plan and its activation. Business results should be directly related to marketing objectives and the effectiveness of strategies in solving customer brands or business problems. I believe the hands-on approach is more effective as it connects to the marketing objective and then creates strategies and plans to achieve business results. This approach is more directed at discovering the characteristics of the potential consumers at the heart of the paper and is open to discussion for all consumers. In the past, feedback wasn't encouraged as much as lines of communication were distorted and confusing. There is not really a cost factor in using this method, but monitoring it can be a hassle as some users may take advantage of the opportunity to abuse the brand if there is a lack of accountability. In conclusion, I believe there are many issues facing advertising agencies, especially with the emergence of new technologies and the ability to integrate communications. Organizations must work interdependently with advertising agencies where both will benefit, but each must take the necessary steps to improve the overall experience to solve business and customer problems. Works Cited http://onlinelibrary.wiley.com/doi/10.1002/9781444316568. wiem04001/fullhttp://www.brandworld.co.nz/news/eight-issues-facing-marketers-today/