DO MNCs AND LOCAL COMPANIES DIFFER IN THEIR RELATIONSHIP WITH AD AGENCIES?

Öz

This exploratory study investigates the differences between local companies and multinational subsidiaries in their advertising agency-client relationships in Turkey. A survey utilizing personal interviews was conducted with 52 of Turkey’s top advertisers (27 of them foreign-equity companies) to determine if multinational subsidiaries’ practices towards their advertising agencies or their level of satisfaction with various aspects of agency service and the relationship differed from those of local companies. Some significant differences in practices and in the length of association emerged. Satisfaction levels, however, did not reveal any significant differences. The study suggests that multinationals are more formalized in their management of agency relationships.

Anahtar Kelimeler

• Advertising Agency – Client Relationships, Business Relationship Management

ÇOKULUSLU KURULUŞLARLA YERLİ KURULUŞLARIN REKLAM AJANSLARIYLA İLİŞKİLERINDEKİ FARKLILIKLAR

Öz

Yerli firmalar ve Türkiye’deki çokuluslu firmaların reklam ajanslarıyla ilişkilerindeki farklılıkları inceleyen keşifsel çalışma, Türkiye’nin en büyük 101 reklamveren kuruluşundan 52’sinin yöneticileriyle yapılan anketlerden yararlanmaktadır. 27’si yabancı sermayeli olan bu kuruluşların yöneticileriyle yüz yüze görüşülerek çokuluslu firmaların reklam ajansı hizmetinin çeşitli yönlerine ilişkin memnuniyeti, ajanslarından duyduğu genel memnuniyet ve ajanslarıyla ilişkilerindeki uygulamalar açısından yerli kuruluşlarla aralarında farklılık olup olmadığı araştırılmıştır. Ajans yönetimine ilişkin reklamveren uygulamalarında ve ajansla ilişkinin süresinde önemli farklılıklar ortaya çıkmıştır. Ancak, memnuniyet düzeylerinde herhangi bir farklılığa rastlanmamıştır. Bulgular, çokuluslu kuruluşların reklam ajanslarıyla ilişkilerinin yönetiminde yerli kuruluşlara göre daha kurumlaşmış oldukları sonucuna işaret etmektedir.

Anahtar Kelimeler

• Reklam Ajansı-Reklamveren İlişkisi, Şirketler Arası İlişkiler Yönetimi

Kaynakça

1. Advertising Association of Turkey (2007a). Advertising Investments. Retrieved May 13, 2007 from the World Wide Web: http://www.rd.org.tr.
2. Advertising Association of Turkey (2007b). Turkish Advertising at a Glance. Retrieved May 13, 2007 from the World Wide Web: http://www.rd.org.tr.
3. Association of National Advertisers (2005). The State of Client / Agency Relations. Presented at the Agency Relations Forum, 15 September. Retrieved October 22, 2005 from the World Wide Web: http://206.112.94.246/dbtw-ppt/conf05/091505Bension.pdf.
4. Aydın, N. and Terpstra, V. (1981). Marketing Know-How Transfers by Multinationals: A Case Study in Turkey. Journal of International Business Studies, 12 (Winter), 35-48.
5. Beals, D. and Lundin, R.H. (2004). Trends in Agency Compensation, 13th Edition. New York, NY: Association of National Advertisers, Inc.
6. Bileşim Medya. (2005). The List of Turkey’s Top Advertisers Based on Gross Measurable Media Spending for 2004. [Data file kindly provided by Bileşim Medya in May, 2005].
7. Buchanan, B. and Michell, P.C. (1991). Using Structural Factors to Assess the Risk of Failure in Agency-Client Relations. Journal of Advertising Research, (August/September), 68-75.
8. Buğra, A. (1994). State and Business in Modern Turkey: A Comparative Study. Albany, NY: State University of New York Press.

9. Central Bank of Turkey (2007). International Investment Position. Retrieved April 11, 2007 from the World Wide Web: http://www.tcmb.gov.tr.
10. Chevalier, M. and Catry, B. (1978). Advertising in France: The Advertiser- Advertising Agency Relationship. European Journal of Marketing, 10 (1), 49-59.
11. Erden, D. (1988). Impact of Multinational Companies on Host Countries: Executive Training Programs. Management International Review, 28 (3), 39-47.
12. Erden, D. (1996). A Survey of Foreign Direct Investment Firms in Turkey. Istanbul: Boğaziçi University.
13. European Association of Advertising Agencies. (1994). Client-Advertising Agency Partnerships in the New Europe: A Fresh Look at How to Reach the Right Agreements on Remuneration and Exclusivity. Oxfordshire, UK: NTC Publications Ltd.
14. Fikret-Paşa, S., Kabasakal, H. and Bodur, M. (2001). Society, Organisations, and Leadership in Turkey. Applied Psychology: An International Review, 50 (4), 559-589.
15. Gürsoy, G. and Aydoğan, K. (2002). Equity Ownership Structure, Risk Taking, and Performance. Emerging Markets Finance and Trade, 38(6), (November-December), 6-25.
16. Hofstede, G. (2001). Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2nd edition. Thousand Oaks, CA: Sage Publications, Inc.
17. Istanbul Chamber of Industry (2005). Turkey’s 500 Top Industrial Enterprises 2004. Istanbul: Sistem Yayıncılık.
18. Kaynak, E., Küçükemiroğlu, Ö. and Odabaşı, Y. (1994). Advertising Agency / Client Relationships in an Advanced Developing Country. European Journal of Marketing, 28(1), 35-55.
19. Keep, W.W., Hollander, S.C. and Dickinson, R. (1998). Forces Impinging on Long-Term Business-to-Business Relationships in the United States: A Historical Perspective. Journal of Marketing, 62(2), 31- 45.
20. Koloğlu, O. (1999). Reklamcılığımızın İlk Yüzyılı: 1840-1940. [The First Century of Turkish Advertising: 1840-1940]. Istanbul: Advertising Association.
21. Marrian, J. (1967). Formalisation in Advertising Client – Agency Relationships. British Journal of Marketing, 1 (1), 2-9.
22. Marshall, R. and Na, W. B. (1994). The Advertising Agency Selection Process. International Journal of Advertising, 13(3), 217-227.
23. Michell, P.C.N. (1986/87). Auditing of Agency-Client Relations. Journal of Advertising Research, (December 1986/January 1987), 29-41.
24. Michell, P.C.N. and Bright, J. (1995). Multinational Headquarters Control of UK Subsidiaries’ Advertising Decisions. International Journal of Advertising, 14(3). Retrieved February 1, 2007 from the World Wide Web: http://www.warc.com (from World Advertising Research Center database).
25. Nunnally, J.C. (1978). Psychometric Theory, 2nd edition. New York: McGraw-Hill.
26. O’Donovan, B., Rae, D. and Grimes, A. (2000). Determinants of Advertising Expenditures: Aggregate and Cross-Media Evidence. International Journal of Advertising, 19, 317-334.
27. Ölmez, A.E., Sümer, H.C. and Soysal, M. (2004). Organizational Rationality in Public, Private and Multinational Firms in Turkey. Information Knowledge Systems Management, 4, 107-118.
28. Özsomer, A., Bodur, M. and Çavuşgil, S.T. (1991). Marketing Standardisation by Multinationals in an Emerging Market. European Journal of Marketing, 25(12), 50-64.
29. Prendergast, G., Shi, Y. and West, D. (2001). Organizational Buying and Advertising Agency-Client Relationships in China. Journal of Advertising, 30(2), 61-71.
30. Prince, M. and Davies, M. (2006). Inside Advertiser and Agency Relationships: A Hands-On Guide for Practitioners. New York, NY: Association of National Advertisers.
31. Pugh, D.S., Hickson, D.J., Hinings, C.R. and Turner, C. (1968). Dimensions of Organization Structure. Administrative Science Quarterly, 13(2), 65-105.
32. Ryan, M.P. and Colley, R.H. (1967). Preventive Maintenance in Client-Ad Agency Relations. Harvard Business Review, 45 (5), 66-74.
33. Shao, A.T. and Hill, J.S. (1992). Executing Transnational Advertising Campaigns: Do U.S. Agencies Have the Overseas Talent? Journal of Advertising Research, (January/February), 49-58.
34. Sweeney, M. (2005). Making Global Order Work Locally. Media Asia: 9 September, 2005, 22.
35. Tatoğlu, E. and Glaister, K.W. (1997). Foreign Equity Venture Formation in Turkey: Patterns of Activity and Structure. Journal of Euro- Marketing, 6(4), 35-67.
36. Uluslararası Evlilikler [International Marriages] (1999). MediaCat 7, no. 59 (December), 62.
37. Undersecretariat of the Treasury (2007). International Direct Investment Information Bulletin 2006 December. Retrieved May 13, 2007 from the /forinvest.htm. Web:
38. http://www.hazine.gov.tr/english
39. Vardar, N. and Paliwoda, S.J. (1993). Successful International Advertising Campaigns and the “Mirroring Effect” between MNCs and Their Agencies. Journal of Euromarketing, 2(4), 45-66.
40. Verbeke, W. (1988/1989). Developing an Advertising Agency – Client Relationship in the Netherlands. Journal of Advertising Research, 28(6), (December 88/January 89), 19-27.
41. Wackman, D., Salmon, C. and Salmon, C. (1986/1987). Developing an Advertising Agency – Client Relationship. Journal of Advertising Research, (December 86/January 87), 26(6), 21-28.
42. Weilbacher, W.M. (1983/1991). Choosing and Working with Your Advertising Agency. Lincolnwood, Illinois: NTC Business Books.
43. World Advertising Research Center (2006). World Advertising Trends 2006. Henley-on-Thames, Oxfordshire, UK: World Advertising Research Center, Ltd.
44. Yamak, S. and Üsdiken, B. (2006). Economic Liberalization and the Antecedents of Top Management Teams: Evidence from Turkish ‘Big’ Business. British Journal of Management, 17, 177-194.