How Relationship can be Improved:-

1) Not advertising for instant competitive units of its clients.

2) Previous approval of client for all expenditure incurred.

3) Making prompt as well as adequate payment by clients.

4) Passing down cash discount to clients.

5) Building mutual trust assurance by constant interaction and clarifying the misunderstanding.

6) Written agreement of terms and conditions.

7) Satisfying client with the amount of advertisement and ad campaign.

8) Providing improved marketing services of clients.

9) Giving unpaid weightage to suggestion of clients.

10) Clients must not unnecessarily interfere in the creative work of ad agency.