A research on media planning and buying sector in Turkey

Media planning and buying agencies emerging from the invention of the advantages of wholesale time and place buying for advertising, today, are not only limited to buying processes, has become large agencies serving the advertisers messages with necessary researching, planning and strategy development stages, by the time strategic media planning has become popular. Especially doing most part of the media investments in very high budget advertising campaigns, these agencies have become popular for the last ten years in our country.The aim of this study is outlining the structures of media planning and buying actors, and determining the problems related to the legal issues, administration and general media structures that the sector proffesionals face and highlighting the solutions from administrators. In this study, a research is made on the advertise givers, media planning and buying agencies and full service agencies who give services of media planning. In conclusion, the fact came out that the advertisers prefer to work with media planning and buying agencies because of the cost and expertise affected by the ad budget going up. It is spectacular that the advertisers show that they are working with a media planning agency too, to take control of their campaigns instead of giving full control of their high budget campaigns to a single agency. The professionals has specified the problems like the presence of an insecure and unstable environment, ad mess, inadequate research, media companies' unstable price policy and lack of legal arrangements, and they suggested solutions for these problems.