Yıl 2009, Cilt , Sayı 11, Sayfalar 27 - 50 2009-08-01

Ethnic Marketing and Ethnic Advertising
Le marketing ethnique et la publicité ethnique
Etnik Pazarlama ve Etnik Reklamcılık

Ar. Gör. Barış KARA [1] , Ar. Gör. R. Gülay ÖZTÜRK [2]


In today's world, everything is formed by customer's requests and needs, so to determine what these requests and needs are and to perform integrated marketing activities according to these create a significant competitive advantage to brands. Especially, calling out to the consumers appropriately in countries which represent cultural diversity makes it easy to reach for marketing purposes. At this point, considering the cultural identity of people living in that country and planning the ethnic marketing functions accordingly has become a requirement for brands. In this article, titled "Ethnic Marketing and Ethnic Advertising", primarily the conceptofethnic identity will be explained by reviewing the literature in depth, then development of ethnic marketing and ethnic advertising in the world is and how important the term ethnic identity for advertising and brand world will be proved.
Dans le monde actuel où tout est determine par les désirs et les besoins des clients, le fait de relever ces derniers afin d'effectuer les opérations de marketing integrées crée un avantage important auxmarques pour la concurrence. En particulier dans les pays culturellement diversifiés, adresser aux consommateurs en fonction de leur désir et de leur besoin facilite d'atteindre les buts de marketing en question. A ce point, ne pas ignorer les identités culturelles de la population de ce pays, et faire une planification des activités de marketing ethnique sont devenus une nécessité pour ces marques. Dans cet article intitulé "La publicité éthnique et le marketing éthnique", nous allons, au premier abord, tenter d'expliquer le concept d'identité éthnique en faisant une révision approfondie de la littérature existante, pour ensuite démontrer le rôle important de la publicité et le marketing éthnique et de son développement au sein du monde de la publicité et du marketing.
Her şeyin müşterinin isteklerine ve ihtiyaçlarına göre şekillendiği günümüz dünyasında bu isteklerin ve ihtiyaçların nelerolduğunu saptamak ve buna göre entegre pazarlama faaliyetleri gerçekleştirmek markalara önemli birrekabet avantajı yaratmaktadır. Özellikle kültürel yönden çeşitlilik gösteren ülkelerde tüketicilere istediği ve ihtiyacı olan şekilde seslenmek söz konusu pazarlama amaçlarına ulaşmayı kolaylaştırmaktadır. Bu noktada o ülkede yaşayan insanların kültürel kimliklerinin göz ardı edilmemesi ve buna göre etnik pazarlama faaliyetlerinin planlanması, markalar için bir gereklilik halini almıştır. "Etnik Pazarlama ve Etnik Reklamcılık" başlıklı bu makalede, literatür taraması yapılarak öncelikle etnik kimlik kavramı açıklanacak, ardından etnik pazarlama ve etnikreklamcılığın dünyadaki gelişimi ve etnik kimliğin pazarlama, reklam ve markalar dünyası için nasıl bir öneme sahip olduğu ortaya konmaya çalışılacaktır.
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Birincil Dil tr
Bölüm Makaleler
Yazarlar

Yazar: Ar. Gör. Barış KARA

Yazar: Ar. Gör. R. Gülay ÖZTÜRK

Tarihler

Yayımlanma Tarihi : 1 Ağustos 2009

APA Kara, A , Öztürk, A . (2009). Etnik Pazarlama ve Etnik Reklamcılık . Galatasaray Üniversitesi İletişim Dergisi , (11) , 27-50 . Retrieved from http://iletisimdergisi.gsu.edu.tr/tr/pub/issue/7368/96466