Advertising Industry. Case of Turkey

2163 Words Apr 7th, 2011 9 Pages
ADVERTISING INDUSTRY
Case of Turkey

As well known from our History classes advertising dates back to the Christian Era when advertising methods were outside signs which were paintings on the walls of a buildings. Archaeologists have found signs in the ruins of ancient Rome and Pompeii which advertised travelers to go to a tavern situated in another town. In 1440’s invention of a movable-type of advertising or printing press took a big part in advertising development firstly in US. Although expensive due to undeveloped country and scare means of transportation and distribution and communication, advertising emerged due to certain types of manufactures, who thought of the idea of bypassing wholesalers, retailers and use of catalogs. Mail
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According to Akan (2007), Turkey ranks as the 20th country in the world based on the size of its economy, with a GNI of 342 billion USD according to 2005 figures (World Bank, 2006). After a severe economic crisis in 2003 which shook all parts of the economy, the economy bounced back and the economic growth rates of 7.8% and 5.4% in GNI were realized in the consecutive years of 2002 and 2003. Following the economic liberalization policies starting in 1981, Turkey joined in customs union with European Union member states in 1996; and in December 2004 the European Council took the decision to open accession talks to Turkey as of 3 October 2005 (Delegation of the European Commission to Turkey website) which instigated a number of changes in the economic and legal structure. Per capita advertising spending is 15 USD in Turkey, which is considerably lower than the European Union average of 150 USD. Also, while advertising spending as a percentage of the GDP is about 1% for most countries around the world, it is as low as 0.45% in Turkey, according to 2005 statistics. Furthermore, the level of development is the most important factor underlying the level of advertising activity in a country, giving rise to an increase in trade with more product and brand alternatives, and larger firms with higher advertising budgets (Sönmez, 2006).
Furthermore, Akan (2007) in her article mentions structural changes in advertising industry. An
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