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2007•RePEc: Research Papers in EconomicsRequires access

THE ADVERTISER’S REASONS FOR SELECTING AN ADVERTISING AGENCY- ASURVEYOFTURKEY’S LEADING ADVERTISERS

Tanses Yasemin Gülsoy

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Abstract

Surprisingly little research has been done in Turkey on the reasons for which advertisers select their advertising agencies. Asurvey with 52 of Turkey’s biggest advertisers strongly affirms the importance of creativity and other aspects of the agency’s product as key criteria in the selection of the lead creative agency. The investigation of how advertisers would evaluate the same criteria today as compared with the past has revealed some significant differences. Advertisers seem to think that certain aspects that they have underrated during the actual selection should receive greater importance today. The research also suggests that there are some significant sectoral differences in the importance accorded to various selection criteria.

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What this paper is about

Surprisingly little research has been done in Turkey on the reasons for which advertisers select their advertising agencies. Asurvey with 52 of Turkey’s biggest advertisers strongly affirms the importance of creativity and other aspects of the agency’s product as key criteria in the selection of the lead creative agency. The investigation of how advertisers would evaluate the same criteria today as compared with the past has revealed some significant differences. Advertisers seem to think that certain aspects that they have underrated during the actual selection should receive greater importance today. The research also suggests that there are some significant sectoral differences in the importance accorded to various selection criteria.

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Available abstract

Surprisingly little research has been done in Turkey on the reasons for which advertisers select their advertising agencies. Asurvey with 52 of Turkey’s biggest advertisers strongly affirms the importance of creativity and other aspects of the agency’s product as key criteria in the selection of the lead creative agency. The investigation of how advertisers would evaluate the same criteria today as compared with the past has revealed some significant differences. Advertisers seem to think that certain aspects that they have underrated during the actual selection should receive greater importance today. The research also suggests that there are some significant sectoral differences in the importance accorded to various selection criteria.

Key concepts: Agency (philosophy), Advertising, Selection (genetic algorithm), Business, Creativity, Product (mathematics), Advertising account executive, Marketing

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