Importance and function of advertising agencies ininstitutionalization of the advertising profession in Turkey

In this study, based on the idea that the correct point of view in determining the place of a profession in the institutionalization process, can only be evaluated through the institutionalization of the units that make up that profession, to determine the path that the advertising profession has traveled in the institutionalization process in Turkey, it is aimed to examine the institutionalization criteria of advertising agencies, their resources, management structures, intellectual capital, authority and responsibility levels for being the most important practitioners of the profession. For this purpose, in the first part, history of the advertisement and the creators of the advertisement is mentioned, and information about the structural features of the agencies, how they were managed and the execution of the profession is given. Also agency-advertiser relations and professional organizations are examined. In the second part, institutionalization theories are explained and the concept of institutionalization is explained over the determining elements of the concept such as its indicators, criteria, components factors. In the second part, professionalization consept and the way that the agencies contribute to and institutionalization of the advertising profession is mentioned. In the third part, a survey was conducted on 390 advertising agency employees to measure the level of institutionalization in the advertising agencies. The levels of institutionalization in the agencies were determined by the context of the institutionalization factors, and on the final part the effect of the advertising agencies on the institutionalization of the advertising profession is discussed in the scope of the institutionalization components.