BibTex RIS Kaynak Göster

Yıl 2015, Cilt: 2 Sayı: 3, 0 - 0, 29.09.2015

Bahri Baran Kocak Ozlem Atalik

Öz

Günümüzde birçok sektörde faaliyet gösteren firmalar ve pazarlamacılar için marka değeri gittikçe önem arz eden bir konu olmaktadır. Bütünleşik pazarlama iletişimi çalışmalarının bir sonucu olarak, marka değerini artıran reklamlar üzerinde çeşitli stratejiler geliştirilmekte ve böylece daha fazla müşteriye ulaşılmaya çalışılmaktadır. Bu doğrultuda akademik literatürde farklı reklam modelleri ve 21. Yüzyılın iletişim harikası olan sosyal ağlar, pazarlamacılara yardımcı olmaktadır. Bu çalışmada, Türk Hava Yolları’ nın alt markası olan ve yurt içinde hizmet veren AnadoluJet firmasının yayınladığı Facebook reklamları betimsel analiz yöntemlerinden biri olan içerik analiziyle incelenmiş ve reklam planlama modeli; Rossiter Percy Izgarası’ na (RPI) göre analiz edilmiştir. Bu çalışmanın amacı, AnadoluJet firması reklamlarının RPI’ ya uygun bir biçimde marka tutumu yaratıp yaratmadığını anlamak ve reklam literatüründe yer alan pazarlama araştırmalarına katkı sağlamaktır. 1. GİRİŞ

Anahtar Kelimeler

Pazarlama marka reklam

Kaynakça

  • Aaker, D. A.; Biel, A. L. (1993). Brand Equity&Advertising: Advertising’s rolle in building strong brands. Lawrence Erlbaum: New Jersey.
  • Argenti, P. A.; Barnes, Courtney, M. B. (2009). Digital strategies for powerful corporate communications. New York: McGraw Hill.
  • Barry, Thomas E. "The development of the hierarchy of effects: An historical perspective." Current issues and Research in Advertising 10.1-2 (1987): 251-295.
  • Ching-I T, Li-Shia H, Pin_Chun H. (2010). How to use technical terms in ads? An FCB grid perspective. British
  • Journal of Management (serial online). 21(4), 1044-1056.
  • Colley, R. H. (1961). Defining advertising goals for measured advertising results. New York: NY: Associaton of
  • National Advertisers. Coulter, R. H.; Sewall, M. A. (1994). A test of prescriptive advice from the Rossiter-Percy advertising planning grid using radio commercials. Advances in consumer ressearch. 21, 276-281.
  • Dehghani, M.; Tumer, M. (2015). A researhc on effectiveness of Facebook advertising on enhancing purshase intention of consumers. Computers in Human Behavior. 49, 597-600.
  • Ghirvu, A. I. (2013). The AIDA model for advergames. The USV Annals of Economics and Public Administration. 13(1), 90-98.
  • Hawkins, D. T. (1994). Electronic advertising on online information-systems. Online, 01465422, 18(2), 26-&.
  • Lavidge, R. C.; Steiner, G. A. (1961). A model for predictive measurements of advertisingEffectiveness. Journal of Marketing. 25 (Oct.): 59-62.
  • Marschner, D. C. (1971). DAGMAR revisited-Eight years later. Journal of Advertising Research. 11, 27-33.
  • Nowak, G. J.; Phelps, J. (2012). Conceptualizing the integrated marketing communications’ Phenomenon: An examination of its impact on advertising practices and its implications for advertising research. Journal of Current
  • Issues&Research in Advertising. 16(1). 49-66. Petrovici, I. (2014). Aspects of sybolic communications in online advertising. Social and Behavioral Sciences 149, 719-7
  • Romero, C. L.; Constantinides, E.; Amo, M. C. A. (2013). Social media as marketing strategy: An explorative study on adoption and use by retailers. Tang, J.; Zhang, P.; Wu, P. F. (2015). Categorizing consumer behavioral responses and artifact design features: The case of online advertising. Inf. Syst. Front. 17, 513-532.
  • Rossiter, J. R., Percy, L. (1987). Advertising and promotion management. McGraw-Hill, New York, N. Y.
  • Rossiter, J.; Pery, L.; Donovan, R. J. (1991). A better advertising planning grid. Journal of Advertising Research. 31(5), 11-21.
  • Rossiter, J. R.; Percy, L. (1997). Advertising communications and promotion management (2nd ed.). Boston: Irwin.
  • Rossiter, J. R., Bellman, S. (2005). Marketing communications: theory and applications, Pearson Education,
  • Frenchs Forest, Australia. Smith, G. (1967). How GM measures ad efectiveness. In Readings in Market Research, ed. Keith, K. C., pp. 170-80.
  • New York, NY: Appleton-Century-Crofts. Strong, E. (1925) The Psychology of Selling and Advertising, New York: McGraw-Hill,
  • Watson, Richard T., George M. Zinkhan, and Leyland F. Pitt. (2000), "Integrated Internet Marketing," Communications of the ACM, 43 (June), 97-102.
  • Wilson, R. D.; Machleit, K. A. (1985). Advertising decision models: A managerial review. 8(1), 99-187.

THE USE OF ROSSITER PERCY GRID (RPG) IN ONLINE AIRLINE ADVERTISING: SAMPLE OF ANADOLUJET AIRLINES

Yıl 2015, Cilt: 2 Sayı: 3, 0 - 0, 29.09.2015

Bahri Baran Kocak Ozlem Atalik

Öz

Recently, brand value is an increasingly important issue for marketers and companies operating in many sectors. As a result of the integrated marketing communication work, various strategies are developed on ads that are published to increase brand value and reach more customers. In this respect, different advertising models in the academic literature and social networks that are contact wonders of the twenty-first century help marketers to reach these goals. In this study, Facebook ads, which are published by AnadoluJet Airlines that generally serve in domestic market as a trademark of Turkish Airlines, were examined and the contents were analyzed by means of descriptive analysis according to an advertisement-planning model, “Rossiter Percy Grid (RPG)”. Aim of the study is to understand whether or not the ads of AnadoluJet fit with RPG for creating brand attitude and to contribute marketing research in the advertising literatüre.

Anahtar Kelimeler

Marketing brand advertising Rossiter Percy Grid social network

Kaynakça

  • Aaker, D. A.; Biel, A. L. (1993). Brand Equity&Advertising: Advertising’s rolle in building strong brands. Lawrence Erlbaum: New Jersey.
  • Argenti, P. A.; Barnes, Courtney, M. B. (2009). Digital strategies for powerful corporate communications. New York: McGraw Hill.
  • Barry, Thomas E. "The development of the hierarchy of effects: An historical perspective." Current issues and Research in Advertising 10.1-2 (1987): 251-295.
  • Ching-I T, Li-Shia H, Pin_Chun H. (2010). How to use technical terms in ads? An FCB grid perspective. British
  • Journal of Management (serial online). 21(4), 1044-1056.
  • Colley, R. H. (1961). Defining advertising goals for measured advertising results. New York: NY: Associaton of
  • National Advertisers. Coulter, R. H.; Sewall, M. A. (1994). A test of prescriptive advice from the Rossiter-Percy advertising planning grid using radio commercials. Advances in consumer ressearch. 21, 276-281.
  • Dehghani, M.; Tumer, M. (2015). A researhc on effectiveness of Facebook advertising on enhancing purshase intention of consumers. Computers in Human Behavior. 49, 597-600.
  • Ghirvu, A. I. (2013). The AIDA model for advergames. The USV Annals of Economics and Public Administration. 13(1), 90-98.
  • Hawkins, D. T. (1994). Electronic advertising on online information-systems. Online, 01465422, 18(2), 26-&.
  • Lavidge, R. C.; Steiner, G. A. (1961). A model for predictive measurements of advertisingEffectiveness. Journal of Marketing. 25 (Oct.): 59-62.
  • Marschner, D. C. (1971). DAGMAR revisited-Eight years later. Journal of Advertising Research. 11, 27-33.
  • Nowak, G. J.; Phelps, J. (2012). Conceptualizing the integrated marketing communications’ Phenomenon: An examination of its impact on advertising practices and its implications for advertising research. Journal of Current
  • Issues&Research in Advertising. 16(1). 49-66. Petrovici, I. (2014). Aspects of sybolic communications in online advertising. Social and Behavioral Sciences 149, 719-7
  • Romero, C. L.; Constantinides, E.; Amo, M. C. A. (2013). Social media as marketing strategy: An explorative study on adoption and use by retailers. Tang, J.; Zhang, P.; Wu, P. F. (2015). Categorizing consumer behavioral responses and artifact design features: The case of online advertising. Inf. Syst. Front. 17, 513-532.
  • Rossiter, J. R., Percy, L. (1987). Advertising and promotion management. McGraw-Hill, New York, N. Y.
  • Rossiter, J.; Pery, L.; Donovan, R. J. (1991). A better advertising planning grid. Journal of Advertising Research. 31(5), 11-21.
  • Rossiter, J. R.; Percy, L. (1997). Advertising communications and promotion management (2nd ed.). Boston: Irwin.
  • Rossiter, J. R., Bellman, S. (2005). Marketing communications: theory and applications, Pearson Education,
  • Frenchs Forest, Australia. Smith, G. (1967). How GM measures ad efectiveness. In Readings in Market Research, ed. Keith, K. C., pp. 170-80.
  • New York, NY: Appleton-Century-Crofts. Strong, E. (1925) The Psychology of Selling and Advertising, New York: McGraw-Hill,
  • Watson, Richard T., George M. Zinkhan, and Leyland F. Pitt. (2000), "Integrated Internet Marketing," Communications of the ACM, 43 (June), 97-102.
  • Wilson, R. D.; Machleit, K. A. (1985). Advertising decision models: A managerial review. 8(1), 99-187.
Toplam 23 adet kaynakça vardır.

Ayrıntılar

Bölüm Articles
Yazarlar

Bahri Baran Kocak

Ozlem Atalik

Yayımlanma Tarihi 29 Eylül 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 2 Sayı: 3

Kaynak Göster

APA Kocak, B. B., & Atalik, O. (2015). THE USE OF ROSSITER PERCY GRID (RPG) IN ONLINE AIRLINE ADVERTISING: SAMPLE OF ANADOLUJET AIRLINES. Journal of Management Marketing and Logistics, 2(3). https://doi.org/10.17261/Pressacademia.2015312954

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