CREATING EFFECTIVE ADVERTISING STRATEGIES IN DEVELOPING MARKETS
International Journal of Commerce and Management
ISSN: 1056-9219
Article publication date: 1 March 1996
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.
Citation
Kaynak, E., Kucukemiroglu, O. and Kara, A. (1996), "CREATING EFFECTIVE ADVERTISING STRATEGIES IN DEVELOPING MARKETS", International Journal of Commerce and Management, Vol. 6 No. 3/4, pp. 105-132. https://doi.org/10.1108/eb047338
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited