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

Yıl 2007, Cilt: 8 Sayı: 1, 87 - 102, 01.03.2007

Tanses Gülsoy

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

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