The role of global advertising networks in media planning: An assessment of international media agencies in Turkey

As purchasing time and space in bulk from mass media became a common method in the 1960s in the United States of America, advantages were started to be observed for both agencies and advertisers, which gave way to media planning and purchasing procedures to be conducted, as well as the emergence of media agencies. These agencies later adapted to the concept of strategy that arose after the developments in marketing, and turned into strategic media planning and purchasing agencies due to the constant increase in media. Going on in America and Europe for nearly the past 50 years, this process was reflected onto Turkey in the last 25 years. The impact of globalization after the 1980s and the adoption of liberal economy in Turkey led to global capital and therefore, global advertising firms to enter into and invest in Turkey. This study examines within the scope of globalization movements across the world, the media planning and purchasing companies' entrance into Turkey, for they possess an important place within the advertising industry, as well as their interactions with national media planning companies and consequently, advertisers' attitudes and behavior in such an environment. Keywords: Globalization, media, media planning, media agency, multinational companies, advertising