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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: © 2017 |Pages: 15
ISBN13: 9781522517931|ISBN10: 1522517936|EISBN13: 9781522517948
DOI: 10.4018/978-1-5225-1793-1.ch082
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MLA

Gürel, Pinar Altiok, et al. "The Organizational Structure of Advertising Agencies and New Directions." Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2017, pp. 1779-1793. https://doi.org/10.4018/978-1-5225-1793-1.ch082

APA

Gürel, P. A., Firlar, T., & Firlar, N. (2017). The Organizational Structure of Advertising Agencies and New Directions. In I. Management Association (Ed.), Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1779-1793). IGI Global. https://doi.org/10.4018/978-1-5225-1793-1.ch082

Chicago

Gürel, Pinar Altiok, Talat Firlar, and Nursen Firlar. "The Organizational Structure of Advertising Agencies and New Directions." In Advertising and Branding: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 1779-1793. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1793-1.ch082

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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.

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