Advertising agencies by definition are the extension of the client's marketing department into the consumer market, this entails a process of recurrent cyclic feedback that the agency collects in order to assist their clients whom they are supposed to consult. The major parties involved in the advertising business are the agency itself, the clients and the media. The benefit that advertising agencies primarily derive are from primarily the media who give them a share of concessions or a "commission" for the slot in which the ad is being placed in case of electronic media, in case of print they're given a commission based on the costs for placing an ad in the newspaper. The agency virtually derives no benefit from the client, save the cost for developing a concept and it's implementation. Besides that, the agency only relies on the commissions it receives from the media. Consumers form an indirect party of the advertising communication industry.