Creating effective advertising strategies in developing markets

Erdener Kaynak, Orsay Kucukemiroglu, Ali Kara

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

In recent years, we have witnessed a tremendous movement of the manufacturing firms around the globe. In response to this trend large advertising agencies from the triad countries are following on the footsteps of their manufacturing clients. In view of these globalization efforts, the advertising industry is experiencing growth in many countries of the world, as evidenced by the increased number of advertising agencies and total billings. In particular, certain issues have come forward for investigation. For instance, how to manage and produce the advertising strategies? Should the domestic agency or in-house advertising department do it? What are the duties and responsibilities of advertising agencies? The present study examines current structural characteristics of advertising agencies in an advanced developing country , Turkey, and critically compares the role, function, and structure of the advertising agency and client relationships in that country.

Original languageEnglish (US)
Pages (from-to)105-132
Number of pages28
JournalInternational Journal of Commerce and Management
Volume6
Issue number3-4
DOIs
StatePublished - Mar 1 1996

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Strategy and Management

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