Welcome to the InfoSci Platform
Reference Hub1
The Organizational Structure of Advertising Agencies and New Directions

The Organizational Structure of Advertising Agencies and New Directions

Pinar Altiok Gürel, Talat Firlar, Nursen Firlar
Copyright: © 2015 |Pages: 15
ISBN13: 9781466681255|ISBN10: 146668125X|EISBN13: 9781466681262
DOI: 10.4018/978-1-4666-8125-5.ch005
Cite Chapter Cite Chapter

MLA

Gürel, Pinar Altiok, et al. "The Organizational Structure of Advertising Agencies and New Directions." Handbook of Research on Effective Advertising Strategies in the Social Media Age, edited by Nurdan Öncel Taşkıran and Recep Yılmaz, IGI Global, 2015, pp. 90-104. https://doi.org/10.4018/978-1-4666-8125-5.ch005

APA

Gürel, P. A., Firlar, T., & Firlar, N. (2015). The Organizational Structure of Advertising Agencies and New Directions. In N. Taşkıran & R. Yılmaz (Eds.), Handbook of Research on Effective Advertising Strategies in the Social Media Age (pp. 90-104). IGI Global. https://doi.org/10.4018/978-1-4666-8125-5.ch005

Chicago

Gürel, Pinar Altiok, Talat Firlar, and Nursen Firlar. "The Organizational Structure of Advertising Agencies and New Directions." In Handbook of Research on Effective Advertising Strategies in the Social Media Age, edited by Nurdan Öncel Taşkıran and Recep Yılmaz, 90-104. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8125-5.ch005

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.