The effects of transitioning from traditional media to new media for advertising agencies and advertisers: Adana city case

Advertising, a product or service to the consumers to sell, rent, promote or create brand awareness for a certain fee, usually through advertising agencies by buying time or place newspapers, magazines, outdoors, new media types are made using the activities (Altunışık, Özdemir, Torlak, 2001: 200). According to the research, advertising has been used since the early ages (3000 B.C.) (Oluç, 1981: 5). As of today, changes in advertising media are observed along with changing and developing communication technologies. The core of this study is to reveal the effects of changes in advertising medium on advertising agencies and advertisers and the present circumstances that the advertising sector is experiencing. Therefore face-to-face interviews were made with a group of advertising agencies and advertisers within the provincial borders of Adana. The agencies were selected based on how many years they have been operating and their yearly turnover, and the advertisers solely on annual advertising spendings. In the first part of this study, the effects of these changes on New Media and Traditional Media-based advertising agencies and the advertisers were aimed to be explicated. In the second part, historical development of advertising in Turkey and in the World; diversity of media types used today; their appearance, development, sorts and classification was studied. In the third part, advertising agencies and their fields of activity; factors affecting the advertising agency-advertiser relationships were tried to be clarified. In the final section, Traditional Media and New Media types, differences among them, the relative advantages and disadvantages of employing traditional and new media were discussed extensively. Unlike previous studies, the qualitative research method of interviewing (interview) was used in the collection of data for this research. The research on this subject took place in two stages. First stage the agencies with the highest turnover were selected based on the turnover size of the advertising agencies operating within the borders of Adana province. In the second phase, the number of agencies is limited to ten participants, taking into account the operating periods. A structured interview form was created before interviewing the participants. Nominal scale was used, and frequency and mode computation were performed from appropriate descriptive statistics. Consequently, it came out that demand for new media types in advertising business has been increasing gradually but traditional media has not been completely abandoned yet. Thus, it can be said that among the traditional media types, especially outdoor (billboard, led light, etc.) media, would keep being popular for a while.