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Tecimsel yayıncılığın sacayağını oluşturan reklam sektörel rekabet sonucunda önemini günden güne artırmış ve kitlelere ulaşmayı olanaklı kılan, ses-görüntü bileşkesini bünyesine katan televizyon yayıncılığıyla bütünleşmiştir. Birçok görsel temsili ve ikna kabiliyetini üzerinde taşıyan televizyon reklamlarıyla kitlesel tanıtımın yapılabilmesi reklam verenler için önemini korumakta, piyasaya sürülen ürünlerin doğrudan alıcılarına yönelik bir tanıtımın yapılabilmesi reklam maliyeti açısından kolaylıklar sağladığından dolayı da çeşitli reklam hedefleme stratejileri geliştirilmektedir. Televizyon yayınlarının kuşaklara ayrılması, tematik içeriklerin oluşturulması ve izleyicilerin demografik, psikografik, yaşam tarzı özelliklerine göre saptanması reklam verenler açısından doğrudan hedef kitleye ulaşmayı kolaylaştıran unsurlar olarak belirmekte, böylece ürünleri satın alma potansiyeli olan izleyicilere tanıtım yapılmaktadır. Bu çalışmada Türkiye’deki ulusal televizyon kanalları içerisinden amaçlı örneklemle gündüz kuşağındaki beş kadın programı seçilmiş, bu programlardaki reklamlar tanıtılan ürün temelinde on beş başlık altında kategorilendirilerek analiz edilmiş ve reklamcıların uyguladıkları hedefleme stratejisi ortaya koyulmuştur. Çalışmanın önemli bulguları arasında sırasıyla gıda, alışveriş, ev tekstili, kişisel bakım, temizlik ürünlerini içeren reklamların sayısal olarak üst sırada yer aldığı ve kişisel bakım, giyim, takı aksesuar reklamlarında cinsiyet ve toplumsal roller-pratikler temelinde hedefleme stratejilerinin geliştirildiği tespit edilmiştir.
Advertising, which forms the scale of textual publishing, has increased its importance from day to day as a result of industry competition and has integrated the television publishing, which makes it possible to reach the audience, adding the audio-image component to its body. The ability to make mass advertising with television ads that carry on many visual representations and convincing capabilities preserves its importance for advertisers, the ability to make a advertising directly to the buyers of the products marketed provides facilities in terms of advertising costs, as well as various advertising targeting strategies are developed. The division of television broadcasts into generations, the creation of thematic content and the determination of the viewers according to the demographic, psychographic, lifestyle characteristics appear as elements that facilitate the direct reach of the target audience from the perspective of the advertisers, thus being promoted to the viewers with the potential to buy products. In this study, five women’s programmes were selected with a target sample from the national television channels in Turkey, the advertisements in these programs were analyzed and categorized under fifteen titles on the basis of the product presented, and the targeting strategy that advertisers implemented was revealed. Among the important findings of the study, ads that include food, shopping, home textiles, personal care, cleaning products are ranked numerously top and gender and social roles-based targeting strategies are developed in personal care, clothing, jewelry accessories advertising.
Advertising, which forms the pillar of commercial broadcasting, has increased its importance day by day as a result of sectoral competition, and has become integrated with television broadcasting, which makes it possible to reach the masses, and incorporates the audio-video combination. Mass advertising with television commercials, which contain many visual representations and persuasion abilities, maintains its importance for advertisers. Various advertising targeting strategies are developed for making a promotion for the direct buyers of the products offered to the market and providing convenience in terms of advertising costs. Television dayparts, the creation of thematic contents and the determination of the audience according to demographic, psychographic and lifestyle characteristics appear as factors that facilitate reaching the target audience directly for the advertisers, thus the products are advertised to the audience with the potential to purchase. In this study, five women's programs in the daytime were selected from among the national television channels in Turkey with purposive sampling, the ads in these programs were categorized and analyzed under fifteen titles on the basis of the product, and the targeting strategy applied by the advertisers was revealed. Among the important findings of the study are that advertisements containing food, shopping, household appliance, home items, personal care and cleaning products are ranked higher in numerical order, and targeting strategies are developed on the basis of gender and social roles-practices in personal care, clothing and jewelry ads.
Field : Eğitim Bilimleri
Journal Type : Uluslararası
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