Advertising \ 1-1
The consumer, who encounters millions of advertising messages during the day, is increasingly overwhelmed by this situation, and as a result, he tends to quickly avoid these messages. With digitalization, the channels and platforms used to reach them are increasing. This development puts brands in a difficult situation in terms of reaching the consumer, and it becomes increasingly difficult for each advertising message to have an impact on them. In the current situation, it is noteworthy that brands are turning to alternative advertising strategies. One of these strategies is product placement; digitalization, storytelling in brand communication studies and modern people's need for entertainment and leisure, etc. For many reasons, it has become a strategic advertising area that brands apply. This book is the first book to cover all conceptual, theoretical, research and case studies related to product placement, which finds a wide range of applications in genres ranging from TV programs to digital platforms including cinema, music, video/mobile games and social media. . The interview with 3P Product Placement Agency, Turkey's first full service agency focused on product placement, in the last part of the book, includes the views and contributions of the industry as well as the academy. In conclusion, “This Book Has Product Placement!” It is believed that the book will answer all the questions about the subject in terms of students, academics and all parties of brand communication who do research on product placement, ponder over this subject and devote their hearts to this work. Happy reading to all of you in advance... Attention! This Book Has Product Placement!
Why are some books bestsellers and bestsellers? Although the subject is the same, the period of publication is the same, some of them are rotting on the shelves?
Many books are translated and promoted, but very few of them become a book that everyone talks about and get the title of "best-seller".
How does a book get the same attention in different cultures and break sales records?
So how does the best-seller mechanism work?
This book does not claim to be a bestseller! On the contrary, it claims to reveal the role of "commercial" concerns, which are gaining strength day by day, against "literary/artistic" concerns in the publishing world.
In this study, which is the product of a comprehensive research, the book purchasing behaviors of Turkish readers and international readers were compared.
Best-seller mechanism; The author, the work, the reader and the marketing strategies as a whole were questioned at the international level, and an answer was sought “on the field” to the question of who directed the choice of readers with what methods and tactics.
Dear reader; The "scientific" information that will guide you when you realize what is going on and choose a book of your own will is waiting for you in this book.
Many books are translated and promoted, but very few of them become a book that everyone talks about and get the title of "best-seller".
How does a book get the same attention in different cultures and break sales records?
So how does the best-seller mechanism work?
This book does not claim to be a bestseller! On the contrary, it claims to reveal the role of "commercial" concerns, which are gaining strength day by day, against "literary/artistic" concerns in the publishing world.
In this study, which is the product of a comprehensive research, the book purchasing behaviors of Turkish readers and international readers were compared.
Best-seller mechanism; The author, the work, the reader and the marketing strategies as a whole were questioned at the international level, and an answer was sought “on the field” to the question of who directed the choice of readers with what methods and tactics.
Dear reader; The "scientific" information that will guide you when you realize what is going on and choose a book of your own will is waiting for you in this book.
It is pleasing that a book in which the sources of this information are shared and correctly categorized, enriched with information from reliable sources with a scientific approach, meet with its enthusiasts. It is very valuable to include live broadcasting and marketing and augmented reality strategies that have just entered our lives in the book. Sharing legal regulations and ethical values is not overlooked while describing digital marketing. It has been clarified that no sales target should be higher than universal human values. It was very helpful for the reader to encounter a summary at the end of the chapters and to collect what they have read in a short time; The questions at the end of the chapter are a guide for those who are not satisfied with what they read.
This book; I believe that it will be a valuable reference resource for readers who want to understand all aspects of digital marketing and also strengthen their marketing knowledge.
Omer ARIKAN
CEO, Tekrom Teknoloji
The world has gone through many movements, changes and transformations since the Industrial Revolution. Production activities have become different, the products produced have become different. A century ago, it was almost impossible to predict where we are today. The world has changed very quickly. In fact, the only thing that did not change was the change itself. Needs and the ability to respond to needs have become increasingly different. Crowded markets were replaced by advertisements that first appeared on our screens. Then the internet came into our lives. Who knew the first spark would have such an impact? Computer technology has now come to fit in our pockets. In this age of changing and transforming information and technology, the marketing of the product has become as important as the product produced. If your voice is not heard in this huge universe, the area you cover is as much as a raindrop. Even taking part in the notifications that cover our screens and attracting our attention is now a very, very great virtue. This work is a bedside book for you to take your place in the virtual world without borders. Bless the hands, hearts and pen of Mehmet Akif Çakırer, the architect of this collective meticulous work, and the whole team.
Tulin Akin
Social Entrepreneur, TABİT Information and Communication Technologies
This book; I believe that it will be a valuable reference resource for readers who want to understand all aspects of digital marketing and also strengthen their marketing knowledge.
Omer ARIKAN
CEO, Tekrom Teknoloji
The world has gone through many movements, changes and transformations since the Industrial Revolution. Production activities have become different, the products produced have become different. A century ago, it was almost impossible to predict where we are today. The world has changed very quickly. In fact, the only thing that did not change was the change itself. Needs and the ability to respond to needs have become increasingly different. Crowded markets were replaced by advertisements that first appeared on our screens. Then the internet came into our lives. Who knew the first spark would have such an impact? Computer technology has now come to fit in our pockets. In this age of changing and transforming information and technology, the marketing of the product has become as important as the product produced. If your voice is not heard in this huge universe, the area you cover is as much as a raindrop. Even taking part in the notifications that cover our screens and attracting our attention is now a very, very great virtue. This work is a bedside book for you to take your place in the virtual world without borders. Bless the hands, hearts and pen of Mehmet Akif Çakırer, the architect of this collective meticulous work, and the whole team.
Tulin Akin
Social Entrepreneur, TABİT Information and Communication Technologies
The writings on advertising and advertising reflect a tremendous accumulation. Ad articles, in essence, have taken their place in the pages of history by revealing the periodic transformations of advertising, which were written to either support or criticize advertising practices. In today's world, where communication is predominantly directed towards the digital one under the attraction of "1" and "0" (digit), and the life practices of the individual are expressed as "on" and "off" (off), daily life flows through internet networks. The individual who voluntarily spends his time in digital environments also turns into a goal that the advertising industry can easily reach. Today, advertising, whose purpose is still to persuade individuals, has started to play the game according to the rules of the digital one. In this context, the new media, which has been developing as a guarantee of the sustainability of the companies, has revealed a new application: Digital Advertising.
The Digital Advertising book, which deals with today's advertising practices from various aspects and is expected to contribute to the field, exhibits the common knowledge that field experts came together and wrote. In the compilation book, which deals with advertising in a theoretical and practical framework, first of all, the history of advertising is discussed. The second section of the book is titled "Understanding the Digital One". In the title of "Digitalization of Actors", digitalization is examined within the framework of areas closely related to advertising. The expanding working areas and applications of the advertising industry are examined under the title of "Advertising Applications in the Digitalizing World". Advertising effect, with the title "Advertising Effect in Digital Media"; The ethical evaluation of advertising is discussed under the title of “Digital Advertisements and Ethics”.
The Digital Advertising book, which deals with today's advertising practices from various aspects and is expected to contribute to the field, exhibits the common knowledge that field experts came together and wrote. In the compilation book, which deals with advertising in a theoretical and practical framework, first of all, the history of advertising is discussed. The second section of the book is titled "Understanding the Digital One". In the title of "Digitalization of Actors", digitalization is examined within the framework of areas closely related to advertising. The expanding working areas and applications of the advertising industry are examined under the title of "Advertising Applications in the Digitalizing World". Advertising effect, with the title "Advertising Effect in Digital Media"; The ethical evaluation of advertising is discussed under the title of “Digital Advertisements and Ethics”.
The importance of creating strong brands is felt more and more every day in the competitive environment of the business world, where world conditions are changing rapidly, world trade and economic flows are in a new restructuring. There are too many products, too many brands, too much competition in world trade. It is not easy to create a brand in markets with such brand density. The fact that the manufacturer packs the goods produced and puts a name on it and puts it up for sale, "I have created a brand and I am selling it." Thinking strategically and long-term before putting the brand on the market, testing it many times, positioning the brand, promoting it, in short, obtaining a long-term place in the mind of the consumer, is only a very small part of what needs to be done in creating a brand. All of these are the right product, the right strategy, Correct positioning can be achieved by hitting the target right in the middle.
While the importance of brand creation and branding has increased so much in today's markets, in this book, "How to create a brand?" starting from the question "What is a brand?", "What are the strategies to be considered on the way to branding?" answers to the questions were sought.
This book, on the one hand, motivates and guides businesses that have not yet fully overcome the hesitation of creating a brand, and on the other hand, in this age where we feel the need to be a brand in every field, "How can personal and corporate brand creation be?" It has been prepared to help those who are looking for an answer to the question and especially university students, "Brand" courses and "Marketing" courses, based on the importance of the subject.
While the importance of brand creation and branding has increased so much in today's markets, in this book, "How to create a brand?" starting from the question "What is a brand?", "What are the strategies to be considered on the way to branding?" answers to the questions were sought.
This book, on the one hand, motivates and guides businesses that have not yet fully overcome the hesitation of creating a brand, and on the other hand, in this age where we feel the need to be a brand in every field, "How can personal and corporate brand creation be?" It has been prepared to help those who are looking for an answer to the question and especially university students, "Brand" courses and "Marketing" courses, based on the importance of the subject.
One of the veteran names of the industry, David Ogilvy, for advertising and advertising creators, “Support innovation! Change is our lifeblood; stagnation is our death knell.” he said. Advertising, whose importance and value is increasing day by day, is not far from this expression today. It would not be wrong to say that it creates an endless horizon for both sectoral and academic studies with its highly dynamic structure that is constantly growing, developing and changing.
In this book, which was prepared with the support of valuable academicians, it is aimed to contribute to the dynamic and innovative state of advertising and advertising with academic studies. The book includes studies from different perspectives ranging from the most classical definitions and approaches to today's contemporary advertisements and advertising.
of the book; With the hope of being a guiding resource for those interested in advertising, academics working on advertising, professionals, and students interested in advertising...
In this book, which was prepared with the support of valuable academicians, it is aimed to contribute to the dynamic and innovative state of advertising and advertising with academic studies. The book includes studies from different perspectives ranging from the most classical definitions and approaches to today's contemporary advertisements and advertising.
of the book; With the hope of being a guiding resource for those interested in advertising, academics working on advertising, professionals, and students interested in advertising...
Advertising, especially in our age, surrounds us from all sides, it is almost impossible to escape from it, we cannot always remain indifferent. Research reveals that we are faced with more than a thousand advertising messages every day. Although this number decreases according to our lifestyle and advertisements are prevented to some extent by individual measures, it is almost impossible to avoid advertisements completely. Therefore, advertising appears as a very important sector. Advertising has the quality of a show in our society, and today it has gained interactiveness with the development of technological possibilities. This interaction is also more attractive to new generations.
This book, which was prepared at a time when the advertising industry was in deep change, conveys the basic principles of advertising in a concrete way, as a user guide, by giving information about the operation of advertising. It aims to evaluate the current status of advertising, to provide information on advertising strategies and to explain the stages of advertising campaign planning. It appeals to everyone who is interested in advertising, especially advertising students.
This book, which was prepared at a time when the advertising industry was in deep change, conveys the basic principles of advertising in a concrete way, as a user guide, by giving information about the operation of advertising. It aims to evaluate the current status of advertising, to provide information on advertising strategies and to explain the stages of advertising campaign planning. It appeals to everyone who is interested in advertising, especially advertising students.
This book deals with social influence, attitude change and persuasion, which are among the most popular topics in social psychology, political science, marketing and communication sciences.
"Social influence and persuasion", which is an extremely important issue in terms of both public relations, advertising and mass communication studies, is also of great importance in terms of efforts to cope with social problems such as smoking and substance abuse, inequalities in education, and non-compliance with traffic rules.
Persuasion has a special place in daily life as well. We are constantly trying to persuade family members, friends, the opposite sex, and our employers.
This subject, which has both individual, social and global importance, is covered in this book by defining basic concepts in detail, examining traditional and contemporary theoretical approaches, and giving practical clues in line with current research findings.
"Social influence and persuasion", which is an extremely important issue in terms of both public relations, advertising and mass communication studies, is also of great importance in terms of efforts to cope with social problems such as smoking and substance abuse, inequalities in education, and non-compliance with traffic rules.
Persuasion has a special place in daily life as well. We are constantly trying to persuade family members, friends, the opposite sex, and our employers.
This subject, which has both individual, social and global importance, is covered in this book by defining basic concepts in detail, examining traditional and contemporary theoretical approaches, and giving practical clues in line with current research findings.