SOSYAL PAZARLAMA ÇERÇEVESİNDE TÜRKİYE’DEKİ AIDS’LE MÜCADELE KONULU REKLAMLARIN İÇERİK ANALİZİ

Yıl 2002, Cilt: 5 Sayı: 17, 93 - 98, 30.01.2002

Mehmet Tığlı Hasan Günaydın

https://doi.org/10.14783/maruoneri.683415

Cited By: 2

Öz

AIDS is a serious disease which causes increasing amount of victims day by day. Firms realising this fact, are implementing social campaigns to make people more conscious against this fatal disease. But such campaigns are too sensitive in terms of the correct selection of target market and whether applying emotional or informational content, etc.

Anahtar Kelimeler

Sosyal pazarlama, AIDS'le mücadele konulu reklamlar, Reklam, İçerik analizi

Kaynakça

• [1] HILL, Ronald Paul, "An Exploration of the Relationship Between AIDS-Related Anxiety and the Evaluation of Condom Advertisements", Journal of Advertising, 1988, 17, 4, ss.35-42.
• [2] BENNETT, Roger, "Effects of Horrific Fear Appeals on Public Attitudes Towards AIDS", International Journal of Advertising, 1996, 15, ss.183-202.
• [3] T.C. Sağlık Bakanlığı Temel Sağlık Hizmetleri Genel Müdürlüğü.
• [4] ZIKMUND, William; d’AMICO, Michael, Marketing, 1996, West Publish. Co., USA, s.364.
• [5] CEMALCILAR, İlhan. "Sosyal Pazarlama ve Bir Örnek: Sigarayı Bırakma Kampanyası", Pazarlama Dünyası, Ocak-Şubat 1988, Yıl:2, Sayı:7, s.19.
• [6] KOTLER, Philip; ROBERTO, Eduardo L., Social Marketing: Strategies for Changing Public Behavior, 1989, The Free Press, USA.
• [7] MARTENSON, Rita, "Advertising Strategies and Information Content in American and Swedish Advertising", International Journal of Advertising, 1987, 6, ss.133-144.