Advertising strategies of media organizations: a content analysis of magazine advertisements of Turkish media organizations

The brands that meet consumers in media environments have advertising messages prepared with different strategies. Organizations operating in the media are aiming to achieve success in the circulation and rating of publications they make for the reader, listener and audiences. In addition, they are also investing heavily in their advertising in order to increase their advertising revenue, which constitutes the main revenue source. In this context, media organizations are involved with different advertising strategies in different circles, with ads promoting advertisers and advertisers as advertising campaigns. In this study, advertisements of media organizations that are still broadcasting in Turkey are examined. The aim of the research is to obtain data on the message strategies used by media organizations as advertising brands. Within the scope of the research, 12 sectors of 6 sectorial magazines published during 2016 were scanned. Towards this end, an overall assessment of advertisements for media corporations in sectoral journals that advertisers, advertising agencies and media owners are interested in has been conducted. The 175 media organizations that were reached in the survey were analyzed by content analysis method in terms of advertising strategies, creative strategies and types of attractiveness.