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This case is about the success of Filli Boya, one of the well-known brands of the Turkish paint industry, on using traditional TV advertisements for creating brand awareness. The purpose of this case study is to point out how TV advertisement, the so-called ‘traditional and boring’ communication tool, could still be effective when integrated into the contemporary marketing philosophy and modern marketing communication trends such as real-time social media marketing.

A qualitative method was applied and both primary and secondary sources of information were used in this study. As primary sources of information, in-depth interviews were conducted. Purposive sampling method was used, and participants were recruited from a sample that was broadly believed to be able to evaluate the brand from different points of view. Interviews were analysed through content analysis using the grounded theory approach. The secondary sources of information, including advertisements and news in media, reports and user contents shared in social media were also used considering the principle of multiple data sources.

Uncovering the contemporary ways of using traditional mass advertising based on a Turkish brand’s experiences, this case could be taken up in advertising courses at both graduate and postgraduate levels when discussing creativity in advertising and also modern integrated marketing communication methods.

This chapter analyzes how the macro-environment determines corporate dividend decisions. First, political factors including political uncertainty, economic policy uncertainty, political corruption, and democracy may have two opposite effects on dividend decisions. For example, firms learn democratic practices to improve their corporate governance, but dividend policy may be the outcome of strong corporate governance or the substitute for poor corporate governance. Second, firms in countries of high national income, low inflation, and highly developed stock markets tend to pay more dividends. A monetary restriction (expansion) reduces (increases) dividend payments, as economic shocks like financial crises and the COVID-19 may negatively affect corporate dividend policy through higher external financial constraint, economic uncertainty, and agency costs. On the other hand, they may positively influence corporate dividend policy through agency costs of debt, shareholders' bird-in-hand motive, substitution of weak corporate governance, and signaling motive. Third, social factors including national culture, religion, and language affect dividend decisions since they govern both managers' and shareholders' views and behaviors. Fourth, firms tend to reduce their dividends when they face stronger pressure to reduce pollution, produce environment-friendly products, or follow a green policy. Finally, firms have high levels of dividends when shareholders are strongly protected by laws. However, firms tend to pay more dividends in countries of weak creditor rights since dividend payments are a substitute for poor legal protection of creditors. Furthermore, corporate dividend policy changes when tax laws change the comparative tax rates on dividends and capital gains.