IDEAS home Printed from
   My bibliography  Save this article

The Advertiser’S Reasons For Selecting An Advertising Agency- Asurveyofturkey’S Leading Advertisers


  • Tanses Gulsoy

    () (Beykent University)


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.

Suggested Citation

  • Tanses Gulsoy, 2007. "The Advertiser’S Reasons For Selecting An Advertising Agency- Asurveyofturkey’S Leading Advertisers," Anadolu University Journal of Social Sciences, Anadolu University, vol. 7(2), pages 335-354, December.
  • Handle: RePEc:and:journl:v:7:y:2007:i:2:p:335-354

    Download full text from publisher

    File URL:
    Download Restriction: no

    References listed on IDEAS

    1. Sharma, Arun & Stafford, Thomas F., 2000. "The Effect of Retail Atmospherics on Customers' Perceptions of Salespeople and Customer Persuasion:: An Empirical Investigation," Journal of Business Research, Elsevier, vol. 49(2), pages 183-191, August.
    2. David R. Bell & James M. Lattin, 1998. "Shopping Behavior and Consumer Preference for Store Price Format: Why “Large Basket” Shoppers Prefer EDLP," Marketing Science, INFORMS, pages 66-88.
    3. Belk, Russell W, 1975. " Situational Variables and Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 2(3), pages 157-164, December.
    Full references (including those not matched with items on IDEAS)

    More about this item


    advertising agency selection; advertiser-agency relationship.;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:and:journl:v:7:y:2007:i:2:p:335-354. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Social Sciences Institute). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.