TY  - JOUR
T1  - The Guerilla and Emotional Advertising: Cellocanlar Example of Turkcell Company
TT  - The Guerilla and Emotional Advertising: Cellocanlar Example of Turkcell Company
AU  - Dalmış, Alper Bahadır
PY  - 2019
DA  - July
JF  - Uluslararası Ekonomi Siyaset İnsan ve Toplum Bilimleri Dergisi
JO  - IJEPHSS
PB  - Onur OĞUZ
WT  - DergiPark
SN  - 2636-8137
SP  - 132
EP  - 145
VL  - 2
IS  - 3
LA  - en
AB  - Turkcell Company is the leading brand thanks to the successful marketing and advertising strategies in GSMsector of Turkey. This research analyses howTurkcell has implemented the different variables of the advertising tools acompetitive edge in the GSM market and what is the role of “Cellocanlar”commercials in this success. During this study forcould get detailed information about Turkcell’s marketing and advertisingstrategies about the “cellocanlar” commercials.The mainpurpose of this study is, to understand the causes of TurkcellGSM company’s success came from the usage of children, who are not potentiallyGSM users, nearly 16 years as a brand figure child named “Cellocanlar” act indifferent ad formats and created successful brand awareness, Turkcell reaches nearly 50 million customers in Turkey.This study,children who are not potentially GSM users, take role in ad campaigns bywearing cute costumes and successfully became the brand figure of Turkcell,observed according to Turkish culture and social values. The basic approachesof the study were determined due to the successful application of guerrilla and emotionaladvertising emphasis on Turkish culture and social values. Hypothesis developed inparallel to this approach, gained new perspectives toliterature.
KW  - Guerilla and Emotional Advertising
KW  - Turkcell Company
N2  - Turkcell Company is the leading brand thanks to the successful marketing and advertising strategies in GSMsector of Turkey. This research analyses howTurkcell has implemented the different variables of the advertising tools acompetitive edge in the GSM market and what is the role of “Cellocanlar”commercials in this success. During this study forcould get detailed information about Turkcell’s marketing and advertisingstrategies about the “cellocanlar” commercials.The mainpurpose of this study is, to understand the causes of TurkcellGSM company’s success came from the usage of children, who are not potentiallyGSM users, nearly 16 years as a brand figure child named “Cellocanlar” act indifferent ad formats and created successful brand awareness, Turkcell reaches nearly 50 million customers in Turkey.This study,children who are not potentially GSM users, take role in ad campaigns bywearing cute costumes and successfully became the brand figure of Turkcell,observed according to Turkish culture and social values. The basic approachesof the study were determined due to the successful application of guerrilla and emotionaladvertising emphasis on Turkish culture and social values. Hypothesis developed inparallel to this approach, gained new perspectives toliterature.
CR  - Ambler, T., (1996). The Financial Times Guide To Marketing. London: FT Pitman Publishing.
CR  - Anholt, S., (2003). Global markalarin yerel cuvallamalari, Translater: Canan, G., Istanbul: MediaCat.
CR  - Blattberg, R.C., and Thomas J.S., (2001). Valuing, analyzing, and managing the marketing function using customer equity principles in Kellogg on marketing. Ed: Iacobucci, D., New York:Wiley & Sons, 302-319.
CR  - Brayman, A., and Bell, E., (2007). Business Research Method. 2nd ed. New York: Oxford University Press Inc.
CR  - Chen, J.I., and Popvich, K., (2003). “Understanding customer relationship management (CRM): People, process and technology.” Business Process Management Journal, 9(1), 21-30.
CR  - Fornell, C., and Lehmann, D.R., (1994). “Customer satisfaction, market share, and profitability: Findings from Sweden”. Journal of Marketing, 58(3), 53–66.
CR  - Gupta, S., Lehmann D.R., Stuart, J.A., (2002). “Valuing customers”, Working Paper, Columbia Business School.
CR  - Harrell, M.C., and Bradley, A., (2009). Data collection methods, semi-structured interviews and focus groups. 4th ed., Pittsburgh: RAND Corporation.
CR  - Jain, D., and Singh, S., (2002). “Customer lifetime value research in marketing: a review and future directions,” Journal of Interactive Marketing, 16/2: 34–45.
CR  - Kotler, P., (2003). Marketing management. 11th Ed., India: Pearson Education Inc.
CR  - Kotler, P., (2001). Principles of marketing. 3th Ed., Frenchs Forest, N.S.W.: Prentice Hall.
CR  - Levinson, J. C., (1994). Guerilla Marketing Excellence, Boston:Houghton Mitflin Company.
CR  - Levinson, J.C., (2008). http://www.gmarketing.com/tactics/weekly167/Guerilla Insights html.
CR  - Lusch, R.F., (2007). “Marketing's evolving identity: Defining our future”. Journal of Public Policy & Marketing, 26(2), 3-5.
CR  - Nasr, N.I., (2008). “Word of mouse: The role of cognitive personalization in online consumer reviews.  Journal of Interactive Advertising Research, 9(1), 3-13.
CR  - Ryals, L., and Knox, S., (2001). Cross-functional issues in the implementation of relationship marketing through customer relationship management. European Management Journal, 19 (5), 534-542.
CR  - Schein, E.H., (1997). Organizational Culture and Leadership, 12th Ed., California: Jossey Boss Inc.
CR  - Solomon, M., Gary, B., Askegaard, S., Hogg, M.K., (2010). Consumer Behavior, a European Perspectiv.  4th Ed., Edinburgh:Pearson Education Limited.
CR  - Thomas, V., (2005). “Cause-Related Marketing: Bringing together senior organizations and businesses”. Generations Press, 28(4), 32-36.
CR  - Welss, W., and Prensky, D.D., (1996). Consumer Behavior, NY: John Wiley &Sons Inc.
CR  - Wood, M. B., (2010). Essential guide to marketing planning. Edinburgh: Pearson E.L.
CR  - Zaltman, G., (2004). Tuketici nasil dusunur? Translater: Gundogan, C., İstanbul: MediaCat Kitapları.
UR  - https://dergipark.org.tr/tr/pub/ijephss/issue//492728
L1  - https://dergipark.org.tr/tr/download/article-file/761607
ER  -