@article{article_492728, title={The Guerilla and Emotional Advertising: Cellocanlar Example of Turkcell Company}, journal={Uluslararası Ekonomi Siyaset İnsan ve Toplum Bilimleri Dergisi}, volume={2}, pages={132–145}, year={2019}, author={Dalmış, Alper Bahadır}, keywords={Guerilla and Emotional Advertising,Turkcell Company}, abstract={<p class="MsoNormal" style="margin-bottom:.0001pt;text-align:justify;line-height:normal;"> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">Turkcell </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> Company </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">is </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">the leading </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">brand </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">thanks to </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">the successful </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">marketing </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">and advertising </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">strategies in GSM
sector of Turkey </span> </span> <span class="longtext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">. </span> </span> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">This research analyses how
Turkcell has implemented the different variables of the advertising tools a
competitive edge in the GSM market and what is the role of “Cellocanlar”
commercials in this success. During this study for
could get detailed information about Turkcell’s marketing and advertising
strategies about the “cellocanlar” commercials. </span> </p> <p> </p> <p class="MsoNormal" style="margin-bottom:.0001pt;text-align:justify;line-height:normal;"> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">The main
purpose </span> </span> <span class="shorttext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">of this study is, to understand the causes of Turkcell
GSM company’s success came from the usage of children, who are not potentially
GSM users, nearly 16 years as a brand figure child named “Cellocanlar” act in
different ad formats and created successful </span> </span> <span class="shorttext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">brand awareness, Turkcell reaches nearly 50 million customers in Turkey. </span> </span> </p> <p> </p> <p class="MsoNormal" style="margin-bottom:.0001pt;text-align:justify;line-height:normal;"> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">This study,
children who are not potentially GSM users, take role in ad campaigns by
wearing cute costumes and successfully became the brand figure of Turkcell,
observed according to Turkish culture and social values. The basic approaches
of the study were determined </span> </span> <span class="shorttext"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us"> due to t </span> </span> <span class="hps"> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, serif;" xml:lang="en-us">he </span> </span> <span lang="en-us" style="font-size:10pt;font-family:’Times New Roman’, se}, number={3}, publisher={Onur OĞUZ}