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Copyright of Journal of Selcuk Communication / Selcuk Iletisim is the property of Journal of Selcuk Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Erciyes Akademi is the property of Erciyes Universitesi Sosyal Bilimler Dergisi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The global shift towards renewable energy has garnered significant attention in digital spaces, with platforms teeming with discourse about its implications, challenges, and potential. This study undertook a comprehensive exploration of this digital discourse across prominent social media platforms, including Quora, Facebook, Instagram, Reddit, and the platform formerly known as Twitter, now “X.” Leveraging the API-based tool from BrandMentions, a dataset focused on the keyword “Renewable Energy” was extracted and conducted in-depth sentiment and textual analyses. Findings revealed a predominant positive sentiment, accounting for 71.44% of the mentions. English emerged as the dominant language, comprising 97.48% of the dataset. Platform-specific insights showcased diverse aspects of the renewable energy conversation, from career-related inquiries on Quora to industry trends on Reddit. Co-occurrence analysis further underscored the multifaceted nature of discussions, highlighting areas of technological innovation, sustainability concerns, and commercial implications. This research sheds light on the complex web of online discourse on renewable energy, providing significant implications for stakeholders, policymakers, and researchers. Future studies might delve deeper into regional sentiments, and temporal shifts in discourse and employ more advanced analytical tools for granular insights.

Product placement studies are marketing practices in which references to a specific product/brand are made to create awareness about that product/brand within the fiction and/or to keep awareness in a dynamic state. In product placement studies, there is an implicit message of the product instead of direct advertising of the product. Product placement as a marketing communication tool is conducted in many media. Product placement in movie posters can be considered as a permanent, effective and efficient marketing communication tool due to its features such as being easier to make than other types of advertisements, low cost, and rapid spread on the internet. The main purpose of this study is to understand the contribution of product placements in movie posters to the promotion and marketing of the product. In addition, the sub-objective is to reveal how visuals are used in the implicit promotion of the products in the posters used for the promotion of the main product, the movie. In line with these objectives, semiotic analysis was utilized in the study. There are limited studies in the literature on product placements in movie posters, which are less preferred in practice compared to other media. At this point, it is thought that the study will contribute to practitioners and the literature. The population of the study consists of movie posters with product placement. The posters of the movie "The Italian Job", which was shot in 1969 and reinterpreted in 2003, were selected as a sample because it was thought to be suitable for the purpose of the study. As a result, when the Mini Cooper car visuals used in the posters were semiotically analyzed with visual design principles and elements, it was seen that they served to promote the product, namely the Mini Cooper car. The visual elements in the posters implicitly contribute to the promotion and advertisement of the product. It can be said that product placement on movie posters is an important option for promoting the product and conveying its features to consumers. [ABSTRACT FROM AUTHOR]

Copyright of Turkish Online Journal of Design, Art & Communication is the property of Turkish Online Journal of Design, Art & Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Bu araştırmanın amacı, reklamlarda kullanılan bireyci ve kolektivist mesajların tüketicilerin tutum ve satın alma niyetleri üzerindeki etkisini belirlemektir. X ve Z kuşağında yer alan deneklerin yer aldığı bu çalışma, bireyci ve kolektivist kültürel değerlere sahip tüketicilerin, bireyci ve kolektivist mesaj içeren reklamlara karşı tutum, satın alma niyeti etkinliği arasındaki bağlantıları keşfetmek için tasarlanmış deneyin sonuçlarını raporlamaktadır. X kuşağı ve Z kuşağının bireyci ve kolektivist reklam mesajlarına yönelik tepkilerinin ölçülmesi hedeflenmektedir. Hipotezleri test etmek için kolayda örnekleme yöntemi ile toplanmış verilerden yararlanılmış ve bağımsız örneklem t testi ve eşleştirilmiş örneklem t testi ile analizler yapılmıştır. Genel olarak Türkiye hala daha kolektivist kültürel değerlere sahip olmakla birlikte Z kuşağı üzerinde bireyci kültürel etkilerin daha baskın gözlemlenmiştir. Bu durum da Z kuşağı ile X kuşağı arasında reklamlara yönelik farklı tepkilerin geliştirmesine yol açmaktadır. Bulgular, reklam stratejilerini düzenlemede ve geliştirmede ilgili taraflara yardımcı olabilir veya rehberlik edebilir. Ulaşılan sonuçlar, X ve Z kuşağı için daha iyi reklam etkinliği yaratmada bireyci ve kolektivist kültür değişkenlerinin anlaşılmasını zenginleştirir. Türkiye’de Z ve X kuşağına mensup katılımcıların bireycilik/kolektivizm boyutuna dair eğilimlerini değerlendiren ilk çalışmalardan biridir.

Copyright of Journal of Current Marketing Approaches & Research (JCMAR) / Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi is the property of Journal of Current Marketing Approaches & Research (JCMAR) / Guncel Pazarlama Yaklasimlari ve Arasti and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The purpose of this research is to determine the effect of individualist and collectivist messages used in advertisements on consumers' attitudes and purchase intentions. The study reports the results of an experiment designed to explore the links between the attitudes and purchase intentions of consumers with individualistic and collectivist cultural values towards advertisements with individualistic and collectivist messages. It is aimed to measure the responses of the X generation and Z generation to individualist and collectivist advertising messages. The data of the model created for the research were collected by using the convenience sampling method from the subjects in the X and Z generations by web-based survey method. In general, although Turkey is considered as a society with collectivist cultural values, it has been observed that individualistic cultural influences are more dominant on the Z generation. This may lead to the development of different responses to advertisements between the Z generation and the X generation. Findings can help and guide interested parties in organizing and improving their advertising strategies. The obtained results enrich the understanding of individualist and collectivist cultural variables in creating effective advertising for the X and Z generation. The research is also one of the first studies to evaluate the tendencies of the Z and X generation members regarding the individualism/collectivism dimension in Turkey. [ABSTRACT FROM AUTHOR]

Copyright of Itobiad: Journal of the Human & Social Science Researches / İnsan ve Toplum Bilimleri Araştırmaları Dergisi is the property of Itobiad: Journal of the Human & Social Science Researches and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Motif Academy Journal of Folklore is the property of Motif Yayincilik and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The fact that influencers are being employed more and more as an alternative marketing communication strategy makes it important to determine the social comparison processes about these people and how they are perceived by the target audiences. This research aims to discuss how influencers in social media are perceived by their followers and its reflections on marketing communication practices utilitizing the perspective of social comparison. The study was carried out with a qualitative research design, including 16 university students who actively use social media and follow at least two different influencers. The data were collected by the semi-structured interview technique and analyzed with an inductive analysis approach. As a result of the interviews, the participants' views on influencers were gathered under the themes of "perceptions of and motivations to follow influencers", "emotions and social comparisons for influencers" and "brand-influencer collaboration and social comparison". According to the results of the research, it is seen that the participants have positive inclinations towards influencers they feel close to, positive impressions appear mostly as upward assimilation, and that downward assimilation codes such as sympathy and pity, albeit limited, are encountered. In addition, while upward contrastive emotions such as jealousy and envy are frequently encountered, downward contrastive emotions are also observed when the influencer is seen as inadequate. When viewed from the perspective of influencer-brand cooperation, it has been determined that the influences' going out of the natural flow by sharing advertising content is received negatively by consumers. [ABSTRACT FROM AUTHOR]

Copyright of Selcuk University Social Sciences Institute Journal is the property of Selcuk University Social Sciences Institute Journal and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Motif Academy Journal of Folklore is the property of Motif Yayincilik and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of InTraders International Trade Academic Journal / InTraders Uluslararası Ticaret Akademik Dergisi is the property of Kursat Capraz and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Turkish Studies - Economics, Finance, Politics is the property of Electronic Turkish Studies and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In this study, it is aimed to examine which level marketing communicating tools are used in the food industry in Çukurova Region, Turkey. For this purpose, a survey was applied to 92 enterprises which process milk and dairy products, meat and meat products, fruit juice industry in both Adana and Mersin. Also, face to face interview was conducted to gather data from 400 consumers who were determined via simple random sampling, living in Adana province. It was found out that enterprises used the marketing communication tools (sales promotion, advertisement etc.) to increase sales and reduce inventory, even if they are not mostly aware of the concept of marketing communications. They also indicated that they do not practice marketing communication programs at all. The most used tools by the enterprises are personal sales, direct marketing, sales promotions and advertisement. Also, as a result of correlation analysis showed that there is an effect between the enterprises’ use of marketing communication tools and brand and market performance. Consumers stated that the sales promotions are the most effective marketing communication tools on their preferences not only buying food products but also changing the brands. Consumers mostly decide what to buy and which brand while they are in the market. In this case, advertisement, promotion and to the content of the product were the most important factors regarding consumers’ choices. It was found out that consumers’ gender, age, education and income levels were also effective on their preferences on buying different food products. Consumers attitude was different about marketing communication tools; such as young people mostly affected by media and primary and secondary school graduates mostly influenced by additional gifts provided free of charge with the main product.

Nowadays, brands create advertisements that emphasize gender equality by focusing on women and aiming to end gender inequality. Brands inspired by the postfeminist discourses use the public's changing perception changes on gender equality as marketing opportunities through their women-oriented advertising activities. Accordingly, this study discusses whether femvertising, as a critical approach against gender norms, overlaps with the purposes of feminist theory, and examines how this movement can impact the reproduction of gender inequality. In this respect, three advertising campaigns in Turkey, namely Nike's "This Is Us" (2017), Molped's "You Have a Girl's Word" (2020), and Elidor's "We're Not In" (2019) were analyzed within the conceptual framework of postfeminist discourses, taking account of the cultural conjuncture of Turkey. To investigate these campaigns, this article applies qualitative research through semiotic analysis. Our findings revealed that the advertisements, whose primary role is the marketing of goods, were mostly focused on selling products, rather than supporting the feminist movement. Besides, while attempting to change the stereotypes attributed to women within gender roles, women who fall outside of these stereotypes are marginalized. The analysis illustrates that the femvertising trend will not contribute to the women's struggle for gender equality unless it is committed to feminist principles and stops restricting the meaning of feminism to a single advertising slogan. [ABSTRACT FROM AUTHOR]

İletişim teknolojilerinin gelişmesi ve yaygınlaşmasıyla birlikte, dijital medya kültürel mirasın sergilendiği alanlar olan müzelerin tanıtımlarında etkin bir araç olarak kullanılmaya başlanmıştır. Sanal ortamın kültürel mirasları paylaşmaya olanak tanıması, müzelere çok büyük fırsat ve olanaklar sunmuştur. Günümüzde pek çok müze, sanal ortamın fırsat ve olanaklarından faydalanarak, ziyaretçilerine ya da potansiyel ziyaretçilerine müze hakkında hem güncel veri akışı sağlamakta hem de ziyaretçilere yönelik çeşitli imkânlar sağlamaktadır. Böylece, hem müzelerinin tanıtımlarını yaparak kültür pazarlamasına katkı yapmakta hem de sanal kültürel içerik üretimi yapmaktadırlar. Web siteleri, dijital medya pazarlamasında önemli bir rol oynamaktadır. Çevrimiçi pazarlama stratejilerine önem veren müzelerin web siteleri, ziyaretçiler için oldukça kullanışlı imkânlar sağlamaktadırlar. Bu araştırmada, Türkiye’deki müzelerin web sitelerinin belirlenen belli başlı kriterler konusunda başarılı olup olmadığı sorusuna yanıt aranmıştır. Bu doğrultuda, dünyanın en çok ziyaret edilen müzelerinin web siteleri incelenmiş ve bu sitelerin ziyaretçilerine sağladığı kullanışlı uygulamaların toplamından bir örnek model ortaya çıkarılmıştır. Bu uygulamalar örnek modelin kriterleri olarak değerlendirilmiştir. Dünyanın en çok ziyaret edilen beş müzesi (Louvre Müzesi, Ulusal Çin Müzesi, Havacılık ve Uzay Müzesi, Metropolitan Sanat Müzesi, Vatican Müzeleri) ile Türkiye’nin en çok ziyaret edilen ilk üç müzesi (Konya Mevlana Müzesi, İstanbul Topkapı Sarayı Müzesi ve İstanbul Ayasofya Müzesi) bu kriterlere göre değerlendirilmiştir. Araştırmanın sonucuna göre, örneklemde incelenen Türkiye’nin en çok ziyaret edilen üç müzesinin web sitelerinin aynı kriterleri sağlamadığı görülmüştür. Ayrıca, değerlendirilen ölçütlere göre, Louvre Müzesi’nin resmi web sayfasının en başarılı web sayfası olduğu görülmüştür. Türkiye’deki en çok ziyaret edilen üç müzenin resmi web sayfalarının ise Louvre Müzesi’sinin ziyaretçilerine dijital olarak sağladığı pek çok imkânı sağlamadığı görülmüştür.

The neighborhood mukhtar, who plays an important role in the search for local democracy, is the smallest administrative unit manager in the city, which emerged as a result of the social dynamics of Turkish culture, unlike the West. However, the fact that other local administrators do not have the financial resources and communication facilities during the election process affects the communication of the mukhtars with their voters during the candidacy process. In this context, mukhtar candidates frequently communicate with the target audience through election posters. In this study, it was determined which message strategies the mukhtar candidates used on the election posters and what kind of information they used on the posters. Thus, the purpose of the study is to evaluate the practices that need to be done in order for the headman candidates to affect their target audience more successfully within the scope of marketing communication and to develop suggestions for future candidates. The original value of this study is that there is no other study in the literature in this context. The population of the research is consists of mukhtar candidates' election posters. The data of the research were collected in the Bolu city center during the 2019 Local Election period and descriptive and inferential content analysis was conducted. As a result of the content analysis, inferences were made regarding the communication information, symbols and images on the posters and the message strategy used. [ABSTRACT FROM AUTHOR]

An. Zamanın en küçük birimi. Günlük hayat süresince yaşanılan her şey zamanın bu en küçük birimi olan “an”da çok hızlı bir şekilde gerçekleşmektedir. İnsanların “an”ı yaşadığı çağda markaların da “an”ı yakalamak için hedef kitlelerini iyi analiz etmeleri gerekmektedir. Günümüzde bireyler yeni medya araçlarını aktif bir şekilde kullanmaktadır. Dolayısıyla markaların hedef kitlelerini ve tüketicilerini dinlemeleri, gündemdeki güncel içeriklerle etkileşim oluşturacak içerikler üretmeleri, geleneksel pazarlama iletişimi planlarının dışına çıkarak farklılık oluşturmalarını ve anı yakalamalarını sağlamaktadır. An ve reklamın kesiştiği nokta pazarlama literatüründe “gerçek-zamanlı pazarlama/real-time marketing kavramıyla ifade edilmektedir. Doyle (2005, 272) “gerçek-zamanlı pazarlama” kavramını reklam mesajlarının tüketicilere bir ya da daha fazla iletişim kanalından gerçek zamanlı olarak sunulması ve bu aktivitelerin etkililiğinin izlenmesi olarak tanımlamaktadır. Bilgi iletişim teknolojilerinin interneti geliştirmesi ve sosyal medya araçlarının hayatımızın merkezine yerleşmesiyle bir pazarlama iletişimi yaklaşımı olarak gerçekzamanlı pazarlama pratikleri günümüzde en çok dijital medyada gerçekleşmektedir. Bu çalışma gerçek-zamanlı pazarlama/real-time marketing ve sosyal medyada kullanımını araştırmaktadır. Çalışma pazarlama iletişimi bağlamında otomobil markalarının “Geleceğe Dönüş Günü”/“Back to The Future Day” olarak adlandırılan 21 Ekim 2015 tarihi Çarşamba günü sosyal medyadaki gerçek-zamanlı pazarlama pratiklerini nitel araştırma yöntemi tasarımında örnek olay tarama modeli kullanarak gösterge bilimsel analiz tekniğiyle açıklamayı amaçlamaktadır.

Teknolojideki gelişmeler ve yoğun rekabet ortamının getirdiği günümüz koşullarında, markalaşma çalışmalarının önemi giderek artmaktadır. Kurumlar, tüketicilerin zihninde yer edinmek ve onlarla duygusal bir bağ kurmak amacıyla sosyal medya ortamlarından yararlanmakta, bu ortamlarda marka kişilikleriyle ön plana çıkmaktadır. Günümüzde kurumlara bu imkanları en çok sunan mecralardan biri de Instagram’dır. Sosyal medya ortamlarından Instagram, özellikle marka iletişimi çalışmalarında en çok kullanılan mecralardan biridir. Yaratıcı görseller aracılığıyla kendini ifade etme aracı olan Instagram, fotoğraf ve video paylaşım platformu olarak marka iletişim çalışmalarında önemli bir pazarlama aracı olarak görülmektedir.Bu çalışma, markalar tarafından Instagram’da paylaşılan görsellerin özelliklerini ve betimledikleri marka kişilik unsurlarını ortaya çıkarmayı amaçlamaktadır. Bu amaç doğrultusunda Social Brands’in 2018 yılı Ekim ayı Sosyal Medya Araştırması’na göre, Instagram’daki En Başarılı İçecek Markaları sıralamasında yer alan ilk 5 marka araştırmanın örneklemini oluşturmaktadır. Örneklem olarak alınan bu markaların 1-31 Ekim 2018 tarihleri arasındaki paylaşımları katılımcı gözlem ve içerik analizi yöntemi ile incelenmiştir. Elde edilen bulgular neticesinde, içecek markalarının Instagram hesaplarında, daha çok ürün tanıtımı, yaşam tarzı ve marka-ürünle ilgili etkinlik/deneyim içeren paylaşımda bulundukları ve bu paylaşımlarda markaların daha çok samimi, heyecanlı, sağlam ve yetkin marka kişiliği gösterdikleri tespit edilmiştir.

The aim of this research is to investigate the effects of materialism and consumer expertise on the attitudes towards advertising. This research, designed for an exploratory purpose, is based on testing a proposed research model. Data were collected via face to face survey of 829 low-income consumers live in Aegean Region of Turkey. Data collection was carried out between March 5, 2019 and May 31, 2019. LISREL 9.30 program was used for testing the research model. The results of the study show that there is a significant relationship between materialism and attitude towards advertising. While materialism influences attitude towards advertising positively, attitude toward advertising influences materialism negatively. Moreover, it has been seen that consumer expertise has direct and positive affect on attitude towards advertising. This study contributes to the literature with the context of consumer expertise, materialism and attitude towards advertising. The results of the research are also expected to be beneficial to the practitioners in the management of advertising campaigns for lower income group consumers, which are frequently overlooked as a market segment. [ABSTRACT FROM AUTHOR]

Copyright of Gumushane Universty Electronic Journal of the Faculty of Communication / Gümüshane Üniversitesi Iletisim Fakültesi Elektronik Dergisi is the property of Gumushane Universitesi Iletisim Fakultesi Elektronik Dergisi (e-GIFDER) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Turkish Journal of Marketing is the property of Turkish Journal of Marketing and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Strategic & Social Research is the property of Mehmet Akif Ersoy University, Social Science Institute and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

In today's digital world, reaching people via a single communication channel brings a number of challenges for brands. Particularly due to the strengthening consumer profile, it is important to contact people and to shape the communication practices to persuade them in terms of the choice of product/service. Transmedia storytelling is one of the alternative efforts of brands to reach consumers and diversify their communication efforts. Transmedia storytelling represents a process in which the inseparable elements of a fiction are systematically distributed to multiple distribution channels in order to create a unified and coordinated entertainment experience. This process incorporates the unique dynamics and systematic content of the story produced in accordance with multiple platforms. In this respect, it is possible to talk about a process in which transmedia campaigns reflect the experience of each piece instead of one dimensionality rather than traditional ones. In this study, the concept of transmedia is discussed. There is an evolution in marketing communication. In this context, it is important to define the state of transmission in this change. The most important examples of transmedia that accepted worldwide are examined accordance with the seven principles of transmedia storytelling (Jenkins, 2009). In terms of the characteristics of the pieces, each content presents an original feature. In addition, the contents are designed to strengthen the main story by abiding to the essence according to the seven principles. [ABSTRACT FROM AUTHOR]

Copyright of Trakya University, Economics & Administrative Sciences Faculty E-Journal / Trakya Üniversitesi İktisadi ve İdari Bilimler Fakültesi E-dergi is the property of T.C. Trakya Universitesi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Global Media Journal: Turkish Edition is the property of Global Media Journal, Turkish Edition and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Packaging on the market shelves is one of the most important channels of communication in the advertising and marketing sector. Packaging has the mission of communicating with the consumer by the design, besides protecting from external influences, transportation and storage. It is a communication tool which expressesthe necessary information about the product in a short way and it is a representative, spokesman and face of the brand. In today's competitive era where countless products are exhibited on the shelf, packaging design has to convince the consumer by differentiating from others. At this point successful completion of the persuasion process req uires the design elements to be used correctly for the target group. In this study, 29 water bottle designs on the market are examined according to the characteristics such as color, form and illustration oriented the target group. As a result, it is reve aled that these characteristics are different from each other according to the age, the income of the consumer and the types of activities they do, besides daily trends. Thus, it is aimed to emphasize the importance of designing user oriented packaging in marketing. [ABSTRACT FROM AUTHOR]

This study is conducted to identify the opinions of Physical Education and Sports students toward sports sponsorship. Though the research is focused on identifying the opinions of the students, it is a survey-based descriptive research. The sample group has consisted of 136 students (66 female, 70 male) from Physical Education Teaching department at Mersin University Physical Education Sports in the 2016-2017 academic year. An opinion questionnaire towards sports sponsorship and a personal data form which, were developed by the researcher, were used as data collection tools. Frequency, percentages, means and standard deviation scores are used in the analysis of the research. According to the results, the students stated that sports sponsorship and sports marketing are important and necessary and sports sponsorship provides benefit to the sportsmen, teams, society, sponsor firms. On the other hand, they remarked that while sponsorship support comprises all sports branches, football is the most supported one. [ABSTRACT FROM AUTHOR]

Son yıllarda yaşanan küresel gelişmelerle birlikte artan tüketici ihtiyaç ve beklentileri teknolojik gelişmelerden yüksek bir şekilde etkilenmektedir. Pazarlama ve pazarlama iletişimi sektörleri dünyanın en hızlıdeğişen sektörleri olarak kabul edilmektedir. 2000′li yıllarda Internetin yaygın ve etkin kullanımıyla tüm sektörlerde pazarlamanın mantığıtamamen değişmiştir. Günümüzde pazarlama artık geleneksel metotların kullanıldığıortamlarıçoktan aşmıştır ve modern teknolojinin nimetlerini kullanmaya başlamıştır. Yepyeni, öngörülemeyen pazarlama biçimleri ortaya çıkmıştır ve bu süreç devam etmektedir. Müşteri ile ilişkinin bu kadar önemli olduğu günümüz rekabet koşullarında, müşteriler ile kurulan bu ilişkilerin kalıcıolabilmesi için işletmelerin; pazardaki eğilimleri ve gelişmeleri, müşterilerin beklentilerini, müşterilerin ihtiyaçlarınıiyi tanımalarıve müşteri odaklıbir pazarlama anlayışınıbenimsemeleri gerekmektedir. Geleneksel pazarın dengesini ürün/hizmet sağlayıcısıveya ürünün kendisi oluştururken, modern pazarlamanın dengesini müşteri ve onun ihtiyaçlarıoluşturmaktadır. Modern pazarlama; ürün odaklıdeğil, müşteri odaklıbir yaklaşımdır. Bu nedenle, günümüzde, işletmenin süreçlerinin, teknolojisinin ve kültürünün, müşterinin istek ve ihtiyaçlarıgözetilerek, yeniden organize edilmesi büyük önem kazanmıştır. Modern pazarlama anlayışıinsanlarıtüketim davranışlarıaçısından benzer ve farklıgruplara ayırmayı, hedefe yönelmişpazarlamayı, müşteri tatminini ve satın almanın tekrarlanmasınısağlayacak bütünleşik pazarlama mesajlarıgöndermeyi esas alır. Modernizm sonrasıveya ötesi olarak anlamlandırılan postmodernizm ve modernizm arasında kavramsal olarak zıtlıklar bulunmaktadır. 20. yüzyılın sonlarında, üretim tabanının bilgi teknolojilerine dayanmasıyla modern toplum da modern sonrasıaşamaya gelmiştir. Yeni ekonomi olarak da adlandırılan ve Internet kullanımınımerkeze alan bu yeni yönetim dünyası e-ticaret, e-iş, edevlet , aslında eski ve yeniyi bir arada yürüten bir geçişdönemini temsil etmektedir. Bu dönem, kültür, iletişim ve sanat gibi üst yapıkurumlarınıda etkileyerek postmodern dünyanın doğuşunu hızlandırmıştır. Pazarlama alanıda; ekonomi, psikoloji, sosyoloji, sosyal psikoloji, politik, kültürel ve yasal yaşamdan son derece etkilenen bir çerçevede konumlandığından postmodern kültür, pazarlamanın da yapısını, dokusunu, yöntem ve stratejilerini etkilemiştir. Günümüz işletmeleri açısından pazarlamanın öneminin bu denli artması, işletmeleri rekabette farklıpazarlama yöntemleri kullanmaya itmektedir. Bu çalışma da, farklı şirket örnekleri üzerinden postmodern pazarlama trendleri incelenmişve durum analizi yapılmıştır.

Today, heightened competition is directing firms towards promotions for convincing consumers in other words for marketing communications activities. The objective of this study is to determine the effect of public relations activities carried out at the shopping malls (SM) on the consumers in the concept of marketing communications. In this context, face-to-face surveys were conducted with 174 randomly sampled retailers from REAL Shopping Center, which is one of the biggest shopping centers in Konya province center. As a result of the analysis of mean, variance and t-test in the SPSS program, it was seen that public relations carried out at the SMs were regarded important by 76% of the consumers. However, there are meaningful differences in terms of their education levels, gender, occupation and income levels. In firms and institutions, the given importance and sensitivity to public relations provide a positive image for consumers. [ABSTRACT FROM AUTHOR]

Copyright of Turkish Online Journal of Design, Art & Communication is the property of Turkish Online Journal of Design, Art & Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Journal of Entrepreneurship & Development / Girisimcilik ve Kalkinma Dergisi is the property of Journal of Entrepreneurship & Development / Girisimcilik ve Kalkinma Dergisi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Service quality and customer satisfaction is a subject of public relation and marketing communication. This research was made in order to evaluate the level of satisfaction of patients who receive treatment at Cardiovascular Surgery Service of Konya Meram Medical Faculty Hospital, regarding the services provided in the hospital, and increase quality of the services provided. As a cross-sectional research, it was made with questionnaire technique between April 2014 and October 2015, including 298 patients who received inpatient treatment and were discharged from the hospital. 51% of the participants in the research were men and the 49% of them were women. Satisfaction rates were ensued as 82% in polyclinic services, 74% in clinic services, 77% in other healthcare services and bureaucratic procedures, 80% in personnel services, and 82% in rights of patients, 68% in physical condition and 66% in cafeteria services. 73% of the patients indicated that they would recommend to familiars who would like to receive health care service. Based on the research, a great majority of the patients who receive inpatient treatment are satisfied with the hospital services. [ABSTRACT FROM AUTHOR]

As competition increased, consumers are exposed to intense advertising messages more and they become desensitized against these messages after a short time. The story telling transmedia which makes brands able to get customers' attention and transfer messages to them, makes customer included in campaign process voluntarily. In theoretical chapter of study, story telling transmedia and usage of transmedia narration were analysed in details. In practice chapter, a qualitative research of Doritos Akademi Advertising Campaign was executed. Within that work in which Doritos Akademi Advertising Campaign was analysed, the way of practicing transmedia narration was studied and it was evaluated in terms of transmedia narration. In the context of study, it is seen that transmedia narration communicate with target audience longer and it creates a dialog environment. Morever, in classic marketing communication, it is confirmed that the obligation of using same content in every channel disappeared and was replaced with a structure in which every channel creates its own language and collective emotions were given. By analysing transmedia advertising campaign example of Doritos Akademi which was executed in Turkey, providing to transmedia usage in an academic way is aimed. [ABSTRACT FROM AUTHOR]

Copyright of Gumushane Universty Electronic Journal of the Faculty of Communication / Gümüshane Üniversitesi Iletisim Fakültesi Elektronik Dergisi is the property of Gumushane Universitesi Iletisim Fakultesi Elektronik Dergisi (e-GIFDER) and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Günümüzde hızla gelişen iletişim ve internet teknolojileri ile birlikte "yeni medya" ürünü olan sosyal medya, bireyler arasındaki kişisel ve kurumsal ilişkilerin oluşturduğu yeni interaktif iletişim ortamlarıdır. Reklam ve halkla ilişkiler ise pazarlama iletişimi karmasının iki önemli öğesidir. Özellikle şirketler sosyal medyayı kullanarak internette pazarlama, satış, reklamcılık, halkla ilişkiler, haber gibi faaliyetlerini daha verimli olarak yürütmekte ve bulundukları sektörlerdeki pazarlama ve iletişim potansiyellerini önemli ölçüde artırmaktadırlar. Bu makalenin amacı, sosyal medya olarak adlandırılan facebook, twitter ve blog v.s. gibi iletişim mecralarının neler olduğunu ve sosyal medya ile pazarlama iletişimi öğelerinden reklam, halka ilişkiler arasındaki ilişkileri teorik olarak ortaya koymaktır.Bu amaca ulaşmak için basılı ve elektronik ortamdaki konuyla ilgili makale ve kitaplar temelinde geniş çaplı literatür taraması ile keşifsel bir araştırma yapılmıştır.

Copyright of Journal of the Institute of Social Sciences Cankiri Karatekin University / Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi is the property of Cankiri Karatekin University, Institute of Social Sciences and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)