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JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA

Yıl 2010, Cilt: 3 Sayı: 1, 133 - 145, 01.04.2010

H. Dilara Keskin

Öz

Tutundurma araçlarından biri olan reklamın önemi günden güne artmaktadır. Bu artışa bağlı olarak, reklamcılık tarihinde yeni reklam anlayışları ortaya çıkmaktadır. Bu çalışmada, bu yeni reklam anlayışlardan biri olan jenerik reklam, çeşitli yönleri ile ele alınarak kavramsal açıdan değerlendirilmeye çalışılmıştır.

Anahtar Kelimeler

Jenerik reklam marka reklamı tarımsal ürünler

Kaynakça

  • ALSTON, Julian M., James A. CHALFANT ve Nicholas E. PIGGOTT (2000), “The Incidence of the Costs and Benefits of Generic Advertising”, Amer. J. Agr. Econ., 82:665-671.
  • BALL, R. J. ve R. AGARWALA (1969), “An Econometric Analysis of the Effects of Generic Advertising on the Demand for Tea in the U.K.”, European Journal of Marketing, 3(4):202-217.
  • BOETEL, Brenda L. ve Liu J. DONALD (2003), “Evaluating the Effect of Generic Advertising and Food Health Information within a Meat Demand System”, Agribusiness, 19(3):345-354.
  • BRESTER, Gary W. ve Ted C. SCHROEDER (1995), “The Impacts of Brand and Generic Advertising on Meat Demand”, Amer. J. Agr. Econ., 77:969-979.
  • BROWN, Mark G., Jonq-Ying LEE ve Thomas H. SPREEN (1996), “The Impact of Generic Advertising and The Free Rider Problem: A Look at the US Orange Juice Market and Imports”, Agribusiness, 12(4):309-316.
  • CAPPS, Jr. Oral ve John D. SCHMITZ (1991), “Effect of Generic Advertising on the Demand for Fluid Milk: The Case of The Texas Market Order”, Southern Journal of Agricultural Economics, 23(2), 131-140.
  • CAREY, Catherine ve Dawn L. BOLTON (1996), “Brand Versus Generic Advertising and the Decision to Advertise Collectively”, Review of Industrial Organization, 11:93-105.
  • CHAKRAVARTI, Amitav ve Chris JANISZEWSKI (2004), “The Influence of Generic Advertising on Brand Preferences”, Journal of Consumer Research, 30:487-502.
  • CHANG, Hui-Shung ve Henry KINNUCAN (1990), “Generic Advertising of Butter in Canada: Optimal Advertising Levels and Returns to Producers”, Agribusiness, 6(4):345-354.
  • CHIN, Ming-Chin ve Robert D. WEAVER (2005), “Does Generic Advertising Warp Demand Curvature?”, Taiwanese Agricultural Economic Review, 10(2):267- 283.
  • CHUNG, Chanjin ve Hary M. KAISER (2000), “Determinants of Temporal Variations in Generic Advertising Effectiveness”, Agribusiness, 16(2):197-214.
  • CRESPI, John M. ve Stephan MARETTE (2002), “Generic Advertising and Product Differentiation”, Amer. J. Agr. Econ., 84(3):691-701.
  • ISARIYAWONGSE, Kosin; Yasushi KUDO ve Victor J. TREMBLAY (2007), “Generic and Brand Advertising in Markets with Product Differentiation”, Journal of Agricultural & Food Industrial Organization, 5(6): 1-15.
  • KINNUCAN, Henry W. ve Cynda R. CLARY (1995), “Brand Versus Generic Advertising: A Conceptual Framework with an Application to Cheese”, Agribusiness, 11(4):355-369.
  • KINNUCAN Henry W. ve Yuliang MIAO (1999), “Media-Specific Returns to Generic Advertising: The Case of Catfish”, Agribusiness, 15(1):81-99.
  • KRISHNAMURTHY, Sandeep (2000), “Enlarging the Pie vs. Increasing One’s Slice: An Analysis of the Relationship Between Generic and Brand Advertising”, Marketing Letters, 11(1):37-48.
  • KRISHNAMURTHY, Sandeep, William P. BOTTOM ve Ambar G. RAO (2003), “Adaptive Aspirations and Contributions to a Public Good: Generic Advertising as a Response to Decline”, Organizational Behaviour and Human Decision Processes, 92:22-33.
  • LENZ, John; Harry M. KAISER ve Chanjin CHUNG (1998), “Economic Analysis of Generic Milk Advertising Impacts on Markets in New York State”, Agribusiness, 14(1):73-83.
  • MESSER Kent D., Todd M. SCHMIT ve Harry M.KAISER (2005), “Optimal Institutional Mechanisms for Funding Generic Advertising: An Experimental Analysis”, Amer. J. Econ., 87(4):1046-1060.
  • SUH, Daeseok and Chanjin CHUNG (2009); “Does Generic Advertising Help or Hurt Brand Advertising?”, American Agricultural Economics Association Annual Meeting, Milwaukee, Wisconsin, July 26 - July 28:1-14.
  • WARD, Ronald W., Julio CHANG ve Stan THOMPSON (1985), “Commodity Advertising: Theoretical Issues Relating to Generic and Brand Promotions”, Agribusiness, 1(4):269-276.
  • WARD, Ronald W. ve William F. MCDONALD (1986), “Effectiveness of Generic Milk Advertising: A Ten Region Study”, Agribusiness, 2(1):77-89.
  • ZHENG, Yuqing ve Hary M. KAISER (2009), “Evaluating the Effectiveness of Generic Advertising Versus Nonadvertising Marketing Activities on New York State Milk Markets”, Agribusiness, 25(3):351-368.
  • http://www.marketing.org.au/default.aspx?i=o7/3rRJaaY0=&t=jZS6ngCVPug=, (Erişim Tarihi: 14.10.2008).
  • http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=G, (Erişim Tarihi: 12.11.2008).

Jenerik Reklam Üzerine Kavramsal Bir Çalışma.

Yıl 2010, Cilt: 3 Sayı: 1, 133 - 145, 01.04.2010

H. Dilara Keskin

Öz

The importance of advertisement as one of the promotion instruments has been increasing day by day. In accordance with this increase, new advertisement approaches are emerging in the history of advertising. In this study, generic advertising as one of these new advertisement approaches has been evaluated from a conceptual perspective.

Anahtar Kelimeler

Generic advertising brand advertising agricultural goodsJEL Classification: M37

Kaynakça

  • ALSTON, Julian M., James A. CHALFANT ve Nicholas E. PIGGOTT (2000), “The Incidence of the Costs and Benefits of Generic Advertising”, Amer. J. Agr. Econ., 82:665-671.
  • BALL, R. J. ve R. AGARWALA (1969), “An Econometric Analysis of the Effects of Generic Advertising on the Demand for Tea in the U.K.”, European Journal of Marketing, 3(4):202-217.
  • BOETEL, Brenda L. ve Liu J. DONALD (2003), “Evaluating the Effect of Generic Advertising and Food Health Information within a Meat Demand System”, Agribusiness, 19(3):345-354.
  • BRESTER, Gary W. ve Ted C. SCHROEDER (1995), “The Impacts of Brand and Generic Advertising on Meat Demand”, Amer. J. Agr. Econ., 77:969-979.
  • BROWN, Mark G., Jonq-Ying LEE ve Thomas H. SPREEN (1996), “The Impact of Generic Advertising and The Free Rider Problem: A Look at the US Orange Juice Market and Imports”, Agribusiness, 12(4):309-316.
  • CAPPS, Jr. Oral ve John D. SCHMITZ (1991), “Effect of Generic Advertising on the Demand for Fluid Milk: The Case of The Texas Market Order”, Southern Journal of Agricultural Economics, 23(2), 131-140.
  • CAREY, Catherine ve Dawn L. BOLTON (1996), “Brand Versus Generic Advertising and the Decision to Advertise Collectively”, Review of Industrial Organization, 11:93-105.
  • CHAKRAVARTI, Amitav ve Chris JANISZEWSKI (2004), “The Influence of Generic Advertising on Brand Preferences”, Journal of Consumer Research, 30:487-502.
  • CHANG, Hui-Shung ve Henry KINNUCAN (1990), “Generic Advertising of Butter in Canada: Optimal Advertising Levels and Returns to Producers”, Agribusiness, 6(4):345-354.
  • CHIN, Ming-Chin ve Robert D. WEAVER (2005), “Does Generic Advertising Warp Demand Curvature?”, Taiwanese Agricultural Economic Review, 10(2):267- 283.
  • CHUNG, Chanjin ve Hary M. KAISER (2000), “Determinants of Temporal Variations in Generic Advertising Effectiveness”, Agribusiness, 16(2):197-214.
  • CRESPI, John M. ve Stephan MARETTE (2002), “Generic Advertising and Product Differentiation”, Amer. J. Agr. Econ., 84(3):691-701.
  • ISARIYAWONGSE, Kosin; Yasushi KUDO ve Victor J. TREMBLAY (2007), “Generic and Brand Advertising in Markets with Product Differentiation”, Journal of Agricultural & Food Industrial Organization, 5(6): 1-15.
  • KINNUCAN, Henry W. ve Cynda R. CLARY (1995), “Brand Versus Generic Advertising: A Conceptual Framework with an Application to Cheese”, Agribusiness, 11(4):355-369.
  • KINNUCAN Henry W. ve Yuliang MIAO (1999), “Media-Specific Returns to Generic Advertising: The Case of Catfish”, Agribusiness, 15(1):81-99.
  • KRISHNAMURTHY, Sandeep (2000), “Enlarging the Pie vs. Increasing One’s Slice: An Analysis of the Relationship Between Generic and Brand Advertising”, Marketing Letters, 11(1):37-48.
  • KRISHNAMURTHY, Sandeep, William P. BOTTOM ve Ambar G. RAO (2003), “Adaptive Aspirations and Contributions to a Public Good: Generic Advertising as a Response to Decline”, Organizational Behaviour and Human Decision Processes, 92:22-33.
  • LENZ, John; Harry M. KAISER ve Chanjin CHUNG (1998), “Economic Analysis of Generic Milk Advertising Impacts on Markets in New York State”, Agribusiness, 14(1):73-83.
  • MESSER Kent D., Todd M. SCHMIT ve Harry M.KAISER (2005), “Optimal Institutional Mechanisms for Funding Generic Advertising: An Experimental Analysis”, Amer. J. Econ., 87(4):1046-1060.
  • SUH, Daeseok and Chanjin CHUNG (2009); “Does Generic Advertising Help or Hurt Brand Advertising?”, American Agricultural Economics Association Annual Meeting, Milwaukee, Wisconsin, July 26 - July 28:1-14.
  • WARD, Ronald W., Julio CHANG ve Stan THOMPSON (1985), “Commodity Advertising: Theoretical Issues Relating to Generic and Brand Promotions”, Agribusiness, 1(4):269-276.
  • WARD, Ronald W. ve William F. MCDONALD (1986), “Effectiveness of Generic Milk Advertising: A Ten Region Study”, Agribusiness, 2(1):77-89.
  • ZHENG, Yuqing ve Hary M. KAISER (2009), “Evaluating the Effectiveness of Generic Advertising Versus Nonadvertising Marketing Activities on New York State Milk Markets”, Agribusiness, 25(3):351-368.
  • http://www.marketing.org.au/default.aspx?i=o7/3rRJaaY0=&t=jZS6ngCVPug=, (Erişim Tarihi: 14.10.2008).
  • http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=G, (Erişim Tarihi: 12.11.2008).
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

H. Dilara Keskin Bu kişi benim

Yayımlanma Tarihi 1 Nisan 2010
Yayımlandığı Sayı Yıl 2010 Cilt: 3 Sayı: 1

Kaynak Göster

APA Keskin, H. D. (2010). JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 3(1), 133-145.
AMA Keskin HD. JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. Nisan 2010;3(1):133-145.
Chicago Keskin, H. Dilara. “JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA”. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 3, sy. 1 (Nisan 2010): 133-45.
EndNote Keskin HD (01 Nisan 2010) JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 3 1 133–145.
IEEE H. D. Keskin, “JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA”, Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, c. 3, sy. 1, ss. 133–145, 2010.
ISNAD Keskin, H. Dilara. “JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA”. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 3/1 (Nisan 2010), 133-145.
JAMA Keskin HD. JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2010;3:133–145.
MLA Keskin, H. Dilara. “JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA”. Niğde Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, c. 3, sy. 1, 2010, ss. 133-45.
Vancouver Keskin HD. JENERİK REKLAM ÜZERİNE KAVRAMSAL BİR ÇALIŞMA. Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2010;3(1):133-45.