Özet:

Selecting advertising agencies to work with is a very important process that should be conducted carefully and systematically. Firms pay the utmost attention to this process because their objective is to work with the selected agency for a long period of time. Therefore, firms use a systematic approach in selecting advertising agencies in order to minimize risks and to be able to select the most appropriate agency. Because the relationship between the firm and the advertising agency is intended to last a long term, the firm must use certain criteria in selecting the most appropriate advertising agency. Although each company may use different criteria and pay attention to different aspects when selecting an advertising agency, similar topics are assessed by all. This study uses a conceptual approach to uncover the different criteria used by firms in selecting advertising agencies and proves into new trends that are being used by firms in selecting advertising agencies.