BÜTÜNLE?YK PAZARLAMA YLETY?YMY TEMELYNDE SOSYAL MEDYA

Erdem TASDEMIR

Article Details

BÜTÜNLE?YK PAZARLAMA YLETY?YMY TEMELYNDE SOSYAL MEDYA

Authors:

Erdem TASDEMIR

Publisher:

E-Journal of New World Sciences Academy

Journal:

Humanities Sciences 2011 Vol.6 Issue 3, pp.645-665

Document Type:

Article

Publication Date:

3/2011

Document Language:

Turkish

Document ID (Org No.):

2000807573

Frequency:

Quarterly

eISSN:

1308-7320

Keywords:

Abstract:

 

Social media, which develops rapidly and increases the effect on mass recent years, has begun to be used as traditional media in marketing communication field. It also achieved to attract firms by being interactive, enjoyable, educative and being successful in terms of cost, time effective power and persuasion in addition to direct relation to the consumers and suppyling information of target groups easily.  The firms' usage of social media differs from each other which are aware of its power. While some firms use only one communication way, others follow the strategy which depends on integrated marketing sense. This research approaches the subject in terms of integrated marketing base and anaylsis two brands, one of which is from Turkey and the other is from international field through case study method. It also emphasizes why social media should be dealt with the approach of integrated marketing communication.

 

Son yyllarda hyzly bir ?ekilde geli?en ve her geçen gün kitleler üzerindeki etkisini artyran sosyal medya, pazarlama ileti?imi alanynda geleneksel medya gibi bir mecra olarak kullanylmaya ba?lanmy?tyr. Tüketicilerle do?rudan ili?ki kurma ve hedef kitlenin bilgilerine kolayca ula?mayy sa?lamasynyn yanynda sosyal medya, interaktif, e?lenceli, e?itici olma özelli?i ve maliyet, zaman, etkisel güç, ikna etmedeki ba?arysyyla firmalaryn dikkatini çekmeyi ba?army?tyr.  Sosyal medyanyn gücünün farkynda olan firmalaryn bu mecrayy kullanma biçimleri birbirinden farklylyk göstermektedir. Bazy firmalar sadece tek bir ileti?im biçimini kullanyrken bazy firmalar bütünle?ik pazarlama ileti?imi manty?yna dayaly bir strateji izlemektedirler. Bu ara?tyrma konuya, bütünle?ik pazarlama ileti?imi temelinde yakla?makta ve biri Türkiye'den di?eri uluslararasy alandan iki markanyn sosyal medya yakla?ymlaryny case study (vaka analizi) yöntemiyle analiz ederek sosyal medyanyn neden bütünle?ik pazarlama ileti?imi yakla?ymyyla ele alynmasy gerekti?i üzerinde durmaktadyr.

Article Details

BÜTÜNLE?YK PAZARLAMA YLETY?YMY TEMELYNDE SOSYAL MEDYA

Authors:

Erdem TASDEMIR

Publisher:

E-Journal of New World Sciences Academy

Journal:

Humanities Sciences 2011 Vol.6 Issue 3, pp.645-665

Document Type:

Article

Publication Date:

3/2011

Document Language:

Turkish

Document ID (Org No.):

2000807573

Frequency:

Quarterly

eISSN:

1308-7320

Bütünle?ik Pazarlama Yleti?imi

Geleneksel Medya

Halkla Yli?kiler

Reklam

Sosyal Medya

Issues

Article Details

BÜTÜNLE?YK PAZARLAMA YLETY?YMY TEMELYNDE SOSYAL MEDYA

Authors: Erdem TASDEMIR

Publisher: E-Journal of New World Sciences Academy

Journal: Humanities Sciences 2011 Vol.6 Issue 3, pp.645-665

Document Type: Article

Publication Date: 3/2011

Document Language: Turkish

Document ID (Org No.): 2000807573

Frequency: Quarterly

eISSN: 1308-7320

Bütünle?ik Pazarlama Yleti?imi

Geleneksel Medya

Halkla Yli?kiler

Reklam

Sosyal Medya

Issues

Authors:

Erdem TASDEMIR

Publisher:

E-Journal of New World Sciences Academy

Journal:

Humanities Sciences 2011 Vol.6 Issue 3, pp.645-665

Document Type:

Article

Publication Date:

3/2011

Document Language:

Turkish

Document ID (Org No.):

2000807573

Frequency:

Quarterly

eISSN:

1308-7320