Many companies do not know where they can give when they want to advertise. More precisely, most small and medium-sized enterprises, when they want to make such a decision, are trying to decide within their own units without the help of experts. Very few organizations go to the experts of this business. This is mainly due to the fact that the agencies that provide consultancy in the field of advertising consider this to be paid and the company considers this fee as wasted money. While the companies or firms do not know the contribution of advertising, their effect on the market shares, cause them to lose time, while trying to make such a crucial decision within their own units, the advertising advertising that they choose will have a high probability of being wrong. Companies should choose the channels they have to choose, and more precisely, the specialists in the promotion strategy they can make within the framework of the budget they can allocate.

While organizations show such behavior, they are usually experts in sales and marketing, because they do not accept that no experts are better than themselves in reaching consumers and influencing their behavior. They confuse areas such as marketing, sales, advertising. This sector requires different information, knowledge and expertise from them. No matter how good a marketing professional is, he cannot be considered an advertiser. It may affect, select the communication channels that can be established with the customer, select the target market, target group. But it certainly does not know how to be called from the mass media, the open-air vehicles and the other channels of the advertising, and what indicators it should act with. The experts can know them. Apart from this, it cannot determine which channels can be brought together with the right consumers by preparing an effective promotion with a small budget. Therefore, companies need to determine what they can do with their experts, even if they are a small budget that they can allocate.

Industry experts have the knowledge and skills to choose how a small firm can make effective advertising, what advantages and disadvantages it can have, what conditions, tools, materials, etc. they can use, and move it from where it is. Every business or firm needs to have an advertising agency that is constantly consulted on this issue. This requirement stems from the market environment today. In a market environment where competition environment is getting more and more heated, products and services continue to diversify and consumers 'and customers' demands and expectations are constantly different, it is not beneficial for companies to draw promotional strategies within their own units and increase the possibility of wasting the budget allocated to this area.