(Institute of Social Sciences, 2019)
Şeker, Sırma; Ekinci, Cumhur Enis; 569556; Management Business Administration; İşletme Yönetimi
With the differences from past to present; development of technology, rise of competition, reduction of resources etc. give rise to the problem for companies to use their resources effectively. Advertising is an effective investment for companies to gain positive tangible and intangible effects if they implement it with the right strategic decisions. Since the companies are different in nature due to their structures, which resource they have to invest depends on them. The overall objective of the firms is increase shareholder value and ensure sustainability. If companies want to gain long-term success and increase shareholder value, they need to invest in additional resources such as advertising.