REASONS FOR THE BREAKUPOF THE ADVERTISING AGENCY- CLIENT RELATIONSHIP- A SURVEY OF TURKEY’S LEADING ADVERTISERS

Tanses Gulsoy ()
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Tanses Gulsoy: Beykent University

Anadolu University Journal of Social Sciences, 2008, vol. 8, issue 2, pages 103-128

Abstract: Surprisingly little research has been done in Turkey on the reasons for which advertisers part ways with their advertising agencies. Asurvey with 52 of Turkey’s highest-spending advertisers strongly affirms the importance of relational aspects in the decision to terminate the relationship with 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, suggesting that certain aspects were perceived as underrated in the actual breakup decision. The research also suggests that there are some sectoral differences in the importance accorded to various dissolution criteria.

Keywords: advertising agency-client breakups; advertiser-agency relationship dissolution; agency termination. (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2008

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Persistent link: http://EconPapers.repec.org/RePEc:and:journl:v:8:y:2008:i:8:p:103-128

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