DOI: 10.5176/2301-3710_JMComm15.9
Authors: M. Serdar Erciş and Salih Seyhan
Abstract: The common use of internet, web’s advantages and recipient trends in marketing communication made web sites a potential marketing communication tool for the firms. The main aim of this research is to determine the marketing communication activities carried out on the web sites of the biggest 100 advertising agency. According to the results gained by means of content analysis of web site, few firms use of the full complement of marketing communication activities on their web sites. In their web sites, firms focus on institutional advertising and public relation rather than physical marketplaces. According to the results of research, there are significant differences among sectors in the use of direct marketing and sales promotion.
Keywords: component; Internet, advertising agency
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