Until the mid-nineties, advertising agencies, under the title of “Full Service”, use to create ideas in every field of communication and accordingly provide their services. After the acquisition made by international firms, the way Turkish agencies operate has changed and their communication discipline has divided. You could no longer expect to receive a service from your agency in every field of communication. Agencies appeared offering services to customers under every heading such as above-the-line, below-the-line, direct marketing communication, event management and public relations.

One of the rare concept that the digital theoreticians agree on is, communication is a two way concept. Corporations are in relationship with their stakeholders. They communicate the decisions and the products with their stakeholders and in return they have a feedback. In a rational communication strategy one has to take these feedback into account seriously.

Communication agencies should work towards the goal of corporations reaching their business targets. Looking from this perspective, a communication programme should not only focus on consumers, but with its positive perception, should also appeal to all of the segments that will make the corporations reach their business targets.