Reklamveren Reklam Ajansını Hangi Nedenlerle Seçer? Türkiye'nin en Büyük Reklamverenleriyle Anket Çalışması

Türkiye’de reklamverenin reklam ajansı seçiminde önem verdiği özelliklere ilişkin çok az sayıda araştırma bulunmaktadır. Reklamverenin ajans seçiminde kullandığı ölçütleri ortaya çıkarmak amacıyla Türkiye’nin en büyük reklamverenlerinden 52’siyle bir anket yapılmıştır. Araştırmanın bulgularına göre, ana ajansın seçimindeki en önemli unsurlar yaratıcılığa ve diğer ajans ürünlerine odaklanmaktadır. Reklamverenlere, bugün yeni bir ajans seçmek durumunda aynı unsurları nasıl değerlendirecekleri sorulduğunda bazı anlamlı farklılıklar ortaya çıkmıştır. Bu bulgu, reklamverenin ajansla çalışma süresi içinde kimi unsurlara başlangıçta olduğundan daha çok önem verdiğine işaret etmektedir. Ajans seçim ölçütlerine verilen önem düzeylerinde sektörel farklılıklar da görülmüştür.

The Advertiser's Reasons for Selecting an Advertising Agency: A Survey of Turkey's Leading Advertisers

Surprisingly little research has been done in Turkey on the reasons for which advertisers select their advertising agencies. A survey 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.

PDF

___

Bileşim Medya. (2005). Bileşim Medya 2004 Reklamveren Sıralaması. Elektronik dosya.
Buchanan, Bruce & Michell, Paul C. (1991). Using structural factors to assess the risk of failure in agency-client relations. Journal of Advertising Research (Ağustos/Eylül): 68-75.
Cagley, James W. (1986). A comparison of advertising agency selection factors: Advertiser and agency perceptions. Journal of Advertising Research (Haziran/Temmuz): 39-44.
Cagley, James W. & Roberts, C. Richard. (1984). Criteria for advertising agency selection: An objective appraisal. Journal of Advertising Research 24 (2): 27-31.
Chevalier, Michel & Catry, Bernard. (1978). Advertising in France: The Advertiser-Advertising Agency Relationship. European Journal of Marketing 10 (1): 49-59.
Dart, Jack. (1980). The advertising agency selection process for small business: Tips from the agencies. Journal of Small Business Management no. 18 (Nisan): 1-10.
Dowling, Grahame R. (1994). Searching for a new advertising agency: A client perspective.International Journal of Advertising 13 (3): 229-242.
Dural, Candan Çelik. (1999). Medya Planlaması ve Reklamverenin Ajans Seçimi. İstanbul: Türkiye Gazeteciler Cemiyeti.
Fam, Kim Shyan & Waller, David S. (1999). Factors in winning accounts: The views of agency account directors in New Zealand. Journal of Advertising Research (Mayıs/Haziran): 21-32.
Harvey, Michael G. & Rupert, J. Paul. (1988). Selecting an industrial advertising agency. Industrial Marketing Management 17: 119-127.
Henke, Lucy L. (1995). A longitudinal analysis of the ad agency-client relationship: Predictors of an agency switch. Journal of Advertising Research 35 (2): 24-30.
IPA, ISBA, MCCA & PRCA. (2004a). Finding an Agency. (Erişim tarihi 24.10.2005) (http://www.isba.org.uk/isba/_documents/Finding-an-agency-summary.pdf).
IPA, ISBA, MCCA & PRCA. (2004b). The Client Brief. (Erişim tarihi 24.10.2005) (http://www.isba.org.uk/isba/_documents/Client-brief.pdf).
Koç, Ahmet N.; Toduk Akiş, Yeşim & Alakavuk, Deniz. (1993). Advertising agency-advertiser relationships in Turkey: An exploratory study. Istanbul: Boğaziçi Üniversitesi.
Lace, Jonathan M. (1998). Evaluating advertising agency performance: Actions to enhance the client/agency relationship. Management Research News 21 (7/8): 47-59.
Lichtenthal, J. David & Shani, David. (2000). Fostering client-agency relationships: A business buying behavior perspective. Journal of Business Research 49: 213-228.
Marketing Türkiye. (1994, 15 Aralık). Reklamverenler neden ajans değiştirirler? Yıl: 4 (88): 8-12.
Marshall, Roger & Na, Woon Bong. (1994). The advertising agency selection process. International Journal of Advertising 13 (3): 217-227.
Michell, P.C.N. (1988). The influence of organizational compatibility on account switching. Journal of Advertising Research 28 (3): 33-38.
Miracle, Gordon E. (1977). An historical analysis to explain the evolution of advertising agency services. Journal of Advertising (Yaz): 24-28.
Na, Woonbong & Marshall, Roger. (2001). A cross-cultural assessment of the advertising agency selection process: An empirical test in Korea and New Zealand. International Journal of Advertising 20: 49-66.
Odabaşı, Yavuz. (1992). Reklamveren-Reklam Ajansı İlişkileri. Eskişehir: Anadolu Üniversitesi.
Odabaşı, Yavuz. (1995). Reklam ajansı seçimi süreci. Pazarlama Dünyası 9 (53), 2-12
Odabaşı, Yavuz & Oyman, Mine. (2002). Pazarlama İletişimi Yönetimi, 4. baskı. İstanbul: Kapital Medya Hizmetleri AŞ.
Onurlu, Özlen. (1983). Çağdaş reklam ajansı hizmetleri ve ajans seçim süreci. Pazarlama Dergisi 8(4): 9-25.
Reklamcılar Derneği (2006). Reklam Ajansı Seçim Kılavuzu. (Erişim tarihi 22 Mayıs 2006)(http://www.rd.org.tr).
Reklamcılar Derneği (2007). 2006 Yılı Türkiye Reklam Yatırımları. (Erişim tarihi 16 Mart 2007)(http://www.rd.org.tr).
Ripley, Louise. (1991). What kind of companies take their advertising in-house? Journal of Advertising Research (Ekim/Kasım): 73-80.
Spake, Deborah F.; D’Souza, Giles; Crutchfield, Tammy Neal & Morgan, Robert M. (1999).Advertising agency compensation: An agency theory explanation. Journal of Advertising 28 (3),53-72.
Twedt, Dik. (1967). Kitap eleştirisi: “The Critical Partnership: Standards of Advertising Agency Selection and Performance. Mack Hanan. New York: American Management Association, 1966.” Journal of Marketing Research (Ağustos): 327-328.
Wackman, D.; Salmon, C. & Salmon, C. (1986). Developing an advertising agency -client relationship. Journal of Advertising Research 26 (6): 21-28.
Ward, John. (2000). Using and Choosing an Advertising Agency: An Insider’s View. Henley-on- Thames, Oxfordshire, UK: World Advertising Research Center.
Weilbacher, William M. (1983/1991). Choosing and Working with Your Advertising Agency.Lincolnwood, Illinois: NTC Business Books.