EXAMINATION OF PROMOTIONAL ACTIVITIES CARRIED OUT BY BRANDS WITH REPUBLICAN VALUES WITHIN THE SCOPE OF THE 100TH ANNIVERSARY OF THE REPUBLIC

Reyhan Bahar; Bilge Villi

Makale detayları

EXAMINATION OF PROMOTIONAL ACTIVITIES CARRIED OUT BY BRANDS WITH REPUBLICAN VALUES WITHIN THE SCOPE OF THE 100TH ANNIVERSARY OF THE REPUBLIC

Yazarlar:

Reyhan Bahar | Bilge Villi

Yayıncı:

Cukurova University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.33 Issue 2, pp.501-521

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329998

pISSN:

1304-8899

Anahtar kelimeler:

Özet:

 Due to todays highly competitive business environment, it is insufficient for brands to only provide messages related to their products and services in their promotional strategies.. Brands that are able to establish a strong connection with consumers and differentiate themselves are successful in the competitive environment. One way to achieve this differentiation in promotional strategies is through the celebration of special occasions with messages that show care for the community it operates in. The celebration of special occasions enables brands to differentiate from their competitors by creating shared values with their target audienceThe purpose of this study is to analyze the promotional activities of brands on the occasion of the 100th anniversary of the Republic, In this context, the activities of the brands identified in theBrands Carrying Republic Values research, conducted by Marketing Türkiye and Aksoy Research, specifically for the 100th anniversary of the Republic, were examined. Criteria such as identified brands advertisement films shared on the brands websites, logos, special eventsprojects, campaigns, special collections released, posts on their Instagram accounts, and hashtags used during sharing were analyzed. The data obtained were evaluated through content analysis. As a result, it was observed that the brands did not sufficiently prioritize being a Brand Carrying Republic Values and did not effectively utilize social media in this regard.

 Due to todays highly competitive business environment, it is insufficient for brands to only provide messages related to their products and services in their promotional strategies.. Brands that are able to establish a strong connection with consumers and differentiate themselves are successful in the competitive environment. One way to achieve this differentiation in promotional strategies is through the celebration of special occasions with messages that show care for the community it operates in. The celebration of special occasions enables brands to differentiate from their competitors by creating shared values with their target audienceThe purpose of this study is to analyze the promotional activities of brands on the occasion of the 100th anniversary of the Republic, In this context, the activities of the brands identified in theBrands Carrying Republic Values research, conducted by Marketing Türkiye and Aksoy Research, specifically for the 100th anniversary of the Republic, were examined. Criteria such as identified brands advertisement films shared on the brands websites, logos, special eventsprojects, campaigns, special collections released, posts on their Instagram accounts, and hashtags used during sharing were analyzed. The data obtained were evaluated through content analysis. As a result, it was observed that the brands did not sufficiently prioritize being a Brand Carrying Republic Values and did not effectively utilize social media in this regard.

 Due to todays highly competitive business environment, it is insufficient for brands to only provide messages related to their products and services in their promotional strategies.. Brands that are able to establish a strong connection with consumers and differentiate themselves are successful in the competitive environment. One way to achieve this differentiation in promotional strategies is through the celebration of special occasions with messages that show care for the community it operates in. The celebration of special occasions enables brands to differentiate from their competitors by creating shared values with their target audienceThe purpose of this study is to analyze the promotional activities of brands on the occasion of the 100th anniversary of the Republic, In this context, the activities of the brands identified in theBrands Carrying Republic Values research, conducted by Marketing Türkiye and Aksoy Research, specifically for the 100th anniversary of the Republic, were examined. Criteria such as identified brands advertisement films shared on the brands websites, logos, special eventsprojects, campaigns, special collections released, posts on their Instagram accounts, and hashtags used during sharing were analyzed. The data obtained were evaluated through content analysis. As a result, it was observed that the brands did not sufficiently prioritize being a Brand Carrying Republic Values and did not effectively utilize social media in this regard.

 Günümüzde yaşanan yoğun rekabet dolayısıyla markaların tutundurma stratejilerinde sadece ürün ve hizmetlerine ilişkin mesajlar vermeleri yetersiz kalmaktadır. Ancak tüketiciyle bağ kurabilen ve farklılaşan markalar rekabet ortamında başarılı olabilmektedir. Tutundurma stratejilerinde farklılaşabilmenin yollarından biri de içinde bulunduğu toplumu önemseyen mesajlar ileten özel gün kutlamalarıdır. Özel günler markaların hedef kitleleri ile ortak değer üreterek rakiplerinden farklılaşmasını sağlamaktadır. Bu çalışmanın amacı Cumhuriyetin 100. yılında markaların tutundurma faaliyetlerini analiz etmektir. Bu kapsamda Marketing Türkiye ve Aksoy Araştırma firmasının iş birliğiyle Cumhuriyetin 100üncü yılına özel Cumhuriyet Değerlerini Taşıyan Markalar araştırmasının sonucunda belirlenen markaların Cumhuriyetin 100. yılı temasıyla yürüttüğü faaliyetler ele alınmıştır. Araştırmada belirlenen markanın web sitelerinde paylaştıkları reklam filmleri, logoları, yaptıkları özel etkinlikprojeler, kampanyalar, çıkardıkları özel koleksiyonlar, Instagram hesaplarında yaptıkları paylaşımlar, paylaşım yaparken kullandıkları etiketler gibi kriterler incelenmiştir. Elde edilen veriler içerik analizi ile değerlendirilmiştir. Sonuç olarak markaların Cumhuriyet Değeri Taşıyan Marka olmaya yeteri kadar önem vermedikleri ve sosyal medyayı bu yönde yeterli düzeyde kullanamadıkları görülmektedir.

Makale detayları

EXAMINATION OF PROMOTIONAL ACTIVITIES CARRIED OUT BY BRANDS WITH REPUBLICAN VALUES WITHIN THE SCOPE OF THE 100TH ANNIVERSARY OF THE REPUBLIC

Yazarlar:

Reyhan Bahar | Bilge Villi

Yayıncı:

Cukurova University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.33 Issue 2, pp.501-521

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329998

pISSN:

1304-8899

Brand Communication Strategies

Special Day Celebrations

Content Analysis

100th Years of the Republic.Marka İletişim Stratejileri

Özel Gün Kutlamaları

İçerik Analizi

Cumhuriyetin 100. Yılı

Sayı

Makale detayları

Yazarlar: Reyhan Bahar | Bilge Villi

Yayıncı: Cukurova University

Ana Başlıklar: Pazarlama (Diğer)

Dergi: Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.33 Issue 2, pp.501-521

Belge Tipi: Makale

Yayın Tarihi: 10/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001329998

pISSN: 1304-8899

Sayı

Yazarlar:

Reyhan Bahar | Bilge Villi

Yayıncı:

Cukurova University

Ana Başlıklar:

Pazarlama (Diğer)

Dergi:

Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Vol.33 Issue 2, pp.501-521

Belge Tipi:

Makale

Yayın Tarihi:

10/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001329998

pISSN:

1304-8899