Comparative Analysis of Advertising Agency Systems in Multiple Environments

Erdener Kaynak, Lionel A. Mitchell

Research output: Chapter in Book/Report/Conference proceedingChapter


The purpose of this paper is to compare the role and functions of advertising agencies and client relationships in Turkey and Canada. The paucity of cross-cultural studies in advertising seemed to indicate a large potential gain from pursuing such studies as the present one. The two countries represent different stages of development. It is hoped that this study contributes to our understanding of advertising agency-client relationships such that advertising management in the two ample countries can be more effective.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages6
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management


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