PAZARLAMA PROGRAMLARININ MEDYA PLANLARINA ETKİSİ

Year 1998, Volume: 2 Issue: 9, 265 - 267, 20.01.1998

Mehmet Tığlı

https://doi.org/10.14783/maruoneri.681668

Abstract

As it is known, marketing strategies include target market choice and development of marketing programs. Development of Marketing program constitutes the plaıts for each one of the 4Ps. Media Planning is an important plinse of the advertising program which aims to reach the target market at the right time or place. Marketing Programs affect media decisions from the viewpoint of product, price, place and promotion. This article provides a conceptual framework about the relationship between media planning and marketing programs.

Keywords

Pazarlama programları, Medya planları

References

• (1) DUNN,S.Watson, Amold M. BARBAdSf, Dean M. KRUGMAN, Leonard N. REID, Advertising, 1990, Dryden Press, USA,s.369
• (2) KINCAID JR, William M., Promotion, 1985, Charles E. Merrill, Ohio,s 266
• (3) DUNN,S.Watsoıı, Amold M. BARBAN, Advertising, 1982,Dryden Press, USA, s.493
• (4) BARBAN, Amold M., Steven M. CRISTOL, Frank .T. KOPEC, Essentials of Media Plamıing, 1989, NTC Books, Illinois, s. 13
• (5) AK.SOY, Haydar, Dağıtım Kanalları ve Fiziksel Dağıtım, 1990, Yeni Asya Yayınları, İstanbul, s.59
• (6) BİR, Alı Atıf, Fennani MAVİŞ, Reklamın Gücü, 1988, Bilgi Yayınevi, İstanbul,s.316
• (7) ÜNLÜ, İlhan, Reklam Ortamları Planlaması, 1986, Anadolu Üniversitesi Yayınları, Eskişehir, s.50
• (8) DIRKSEN, Charles J., Arthur KROEGER, Franco M. N1COSIA, Advertising: Principles and Management Cases, 1983, Richard D. Irwin, Illinois, s. 19.