IDEAS home Printed from https://ideas.repec.org/a/ege/journl/v2y2002i2p55-63.html
   My bibliography  Save this article

Reklam Ajansi Seciminde Kullanilan Kriterler ve Yeni Egilimler: Kavramsal Bir Irdeleme

Author

Listed:
  • F. Müge Arslan

    (Marmara Üniversitesi, Iktisadi ve Idari Bilimler Fakültesi, Isletme Bolümü)

Abstract

Isletmeler icin birlikte calisacaklari reklam ajanslarinin secimi cok önemli bir sürectir. Bu sebeple reklam ajanslarinin secimi dikkatli ve sistemli bir sekilde gerceklestirilmelidir. Reklam ajansi secimi reklam veren icin cok önemli bir sürectir cünkü uzun süreli bir iliski amaclanir. Sistemli bir yaklasimla reklam ajanslarinin secimindeki risk en aza indirgenir ve en uygun reklam ajansinin secimi gerceklesir. Isletme ile reklam ajansi arasindaki iliskinin uzun dönemli olmasi amaclandigindan, en uygun reklam ajansini secebilmek icin belirli kriterlerin kullanilmasinda fayda görülür. Isletmeler, reklam ajansi seciminde farkli kriterler kullanabilir ve farkli konulara önem verebilir fakat aslinda benzer konularda degerlendirme yaparlar. Bu calismada kavramsal bir irdeleme ile reklam ajansi seciminde kullanilan farkli kriterler saptanmaya calisilmis ve reklam ajansi seciminde kullanilan yeni egilimler incelenmistir.

Suggested Citation

  • F. Müge Arslan, 2002. "Reklam Ajansi Seciminde Kullanilan Kriterler ve Yeni Egilimler: Kavramsal Bir Irdeleme," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 2(2), pages 55-63.
    • Handle: RePEc:ege:journl:v:2:y:2002:i:2:p:55-63
    as

    Download full text from publisher

    File URL: http://www.onlinedergi.com/MakaleDosyalari/51/PDF2002_2_5.pdf
    Download Restriction: no
    File URL: http://www.onlinedergi.com/eab/arsiv/arsivDetay.aspx?yil=2002&peryot=2
    File Function: Website of the journal issue
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    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:ege:journl:v:2:y:2002:i:2:p:55-63. See general information about how to correct material in RePEc.

    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 bibliographic 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Baris Gök (email available below). General contact details of provider: https://edirc.repec.org/data/iiegetr.html .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.