TY  - JOUR
TT  - IMPORTANCE OF MARKETING COMMUNICATION FROM THE PERSPECTIVE OF BRAND SLOGANS: AN APPLICATION ON UNIVERSITY STUDENTS
AU  - Kırkbir, Fazıl
AU  - Kara, Mehmet
AU  - Türkel, Mustafa
PY  - 2016
DA  - October
JF  - Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi
PB  - Akademik Bakış
WT  - DergiPark
SN  - 1694-528X
SP  - 290
EP  - 302
IS  - 56
KW  - Pazarlama İletişimi
KW  - Slogan
KW  - Slogan Geliştirme
KW  - Sloganların İletişim Etkisi
KW  - Marka
N2  - Today's world, in which competition has reached gigantic proportions, consumers are exposed to hundreds brand messages. This situation caused that sent messages waste. In such an environment, production or  wanted to express about the brand to the consumer in the short and impressive manner arises the importance of announcing the slogan. However, the limited number of studies in the literature, there are slogans. Mostly topics in branding and advertising is defined in a restrictive way. In this paper, slogans topic was dealt with in a more comprehensive manner and has tried to put out the its importance of communication. In addition, in this paper, the conceptual framework has been drawn referring to the slogan of change and translating, the essential qualities of a good slogan, slogans points to be considered in the development. Moreover, in order to measure effect of the slogan, an investigation was performed on 10 brand slogans,which has been repeating for a long time in television and remembering levels have tried to be measure. The results showed that slogans are quite effective in terms of communication.
UR  - https://dergipark.org.tr/tr/pub/abuhsbd/issue//366321
L1  - https://dergipark.org.tr/tr/download/article-file/383402
ER  -