ADVERTISING RESTRICTED: SOCIAL MEDIA AS A NEW WAY OUT FOR ALCOHOLIC BEVERAGES “A Case Study on Mey İçki”

Yıl 2013, Sayı: 7, 161 - 174, 28.06.2013

İşıl Karpat Aktuğlu İçten Duygu Çallı

Öz

The prohibition and regulation of
advertisements have been discussed throughout the advertising history. These
prohibitions and regulations are implemented distinctively in different
countries. In Türkiye, advertisements of products such as tobacco, alcohol and
medicine are also limited in media. Before the latest regulations, alcoholic
beverages are not permitted using television as an advertising medium; but now
the frame of the restrictions are extended. These are the main causes of
intention on searching new media. Therefore, social networks are the current
solutions for advertising agencies.

First, advertising regulations in Türkiye
will be examined in this study. Afterwards, social media activities of Mey
İçki, which has a great share in alcoholic beverages market, will be
evaluated as case study. The aim of this research is to analyze the usage of
social media as a new advertising medium for alcoholic beverages. Thus Mey
İçki will be analyzed with its activities in social media.

Anahtar Kelimeler

Advertising, Restrictions and Regulations in Advertising, Alcoholic Beverages, Social Media, Mey İçki, TAPDK

Kaynakça

• ALTSTIEL, T. - GROW, J. (2010). Advertising Creative – Strategy, Copy + Design. 2nd Edition, Thousand Oaks, California: SAGE Publications.