These agencies are utilized as a very important part of companies’ and/or brands’ communication strategies of companies; these have emerged due to the fact that social networks have become quite popular worldwide. All of the Web-based services that allow people to form public/semi-public profiles within a bordered system can explicitly provide lists of other users that they are in contact with; these other users are able to see and explore the contacts listed in the system, and are thus called “social networks” (Büyüksener, 2009:19).
Published in Chapter:
The Organizational Structure of Advertising Agencies and New Directions
Pinar Altiok Gürel (Beykent University, Turkey), Talat Firlar (Beykent University, Turkey), and Nursen Firlar (Gelisim University, Turkey)
Copyright: © 2015
|Pages: 15
DOI: 10.4018/978-1-4666-8125-5.ch005
Abstract
The acceleration of globalization caused transformations in the area of communication, as in many other areas, and innovations brought about by information technologies have diversified operation methods and management, as well as organizational understandings of business companies within the global competition environment. Evolving towards post-modern structuring, companies have gravitated to customer-oriented business management strategies, where companies see their customers and market environment from different angles while conducting their advertising activities. The mass marketing sense, which was effective for a long period of time, was gradually alienated, and particularly with the intense utilization of social media and digital environments, the understanding of personal marketing (which more quickly connects products with their target audiences) was adopted in order to influence customers, who now have a multitude of choices. This chapter focuses on introducing the new organizational structures of advertising agencies in the social media age.