Bir deneyimsel pazarlama uygulaması olarak reklamoyunları üzerine bir inceleme
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(5) ødø1'(.ø/(5 TABLO LøSTESø ............................................................................................................ v ùEKøL LøSTESø ............................................................................................................. vi g=(7............................................................................................................................ viii SUMMARY .................................................................................................................... ix. *ø5øù ............................................................................................................................... 1 %g/h0 3$=$5/$0$$1/$<,ù,1'$'(öøùø0 ............................................ 4 1.1. 'H÷LúHQ3D]DUODPD$QOD\ÕúÕ ................................................................................... 4 1.2. 3D]DUODPD$QOD\ÕúÕQÕQ*HOLúLPL ............................................................................ 4 1.2.1. hUHWLP<DNODúÕPÕ......................................................................................... 5 1.2.2. hUQ<DNODúÕPÕ ............................................................................................ 5 1.2.3. 6DWÕú<DNODúÕPÕ ............................................................................................ 6 1.2.4. 3D]DUODPD<DNODúÕPÕ ................................................................................... 6 1.3. *HOLúHQ3D]DUODPD.DYUDPÕ ................................................................................... 6 1.4. 3D]DUODPD$QOD\ÕúÕYH'H÷HU'LVLSOLQOHUL .............................................................. 7 1.4.1. øúOHWPH0NHPPHOOL÷L2SHUDV\RQHO0NHPPHOOLN .................................... 8 1.4.2. hUQ/LGHUOL÷L .............................................................................................. 8 1.4.3. 0úWHUL6DPLPL\HWL ..................................................................................... 9 1.5. 'H÷LúHQ3D]DUODPD$QOD\ÕúÕQGD3D]DUODPD.DUPDVÕ ........................................... 9 1.6. 3D]DUODPDGDNL'H÷LúLPH(WNL(GHQ)DNW|UOHU ..................................................... 11 1.6.1. .UHVHOOHúPH .............................................................................................. 11 1.6.2. 7NHWLFLQLQ(÷LWLP9HøOHWLúLP']H\LQGHNL$UWÕú .................................... 12 1.6.3. 7HNQRORMLN*HOLúPHOHU9HøQWHUQHWLQ<D\JÕQODúPDVÕ ................................ 13. i.
(6) %g/h0 '(öøù(13$=$5/$0$$1/$<$ù,d(5d(9(6ø1'( '(1(<ø06(/3$=$5/$0$ ............................................................. 17 2.1. 'HQH\LP.DYUDPÕ ............................................................................................... 17 2.2. 'HQH\LPVHO3D]DUODPD.DYUDPÕ ......................................................................... 24 2.3. 'HQH\LPVHO3D]DUODPDQÕQg]HOOLNOHUL ................................................................. 28 2.3.1. 0úWHUL'HQH\LPLh]HULQH Odaklanma ..................................................... 29 2.3.2. +ROLVWLN %WQVHO
(7) %LU'HQH\LP2ODUDN7NHWLPH2GDNODQPD ............... 29 2.3.3. 5DV\RQHO9H'X\JXVDO9DUOÕNODU2ODUDN0úWHULOHU ................................. 30 2.3.4. (NOHNWLN<|QWHP9H$UDoODU ..................................................................... 31 2.4. 'HQH\LPVHO3D]DUODPD<|QHOLPL ........................................................................ 31 2.5. 'HQH\LPVHO3D]DUODPD8\JXODPD$ODQODUÕ ......................................................... 33 2.5.1. TNHWLP'HQH\LPL%R\XWODUÕ ................................................................... 34 2.5.2. StraWHMLN'HQH\LPVHO0RGOOHU .................................................................. 35 2.5.2.1. Duyusal Deneyimler (Sense). ...................................................... 35 2.5.2.2. Duygusal Deneyimler (Feel) ....................................................... 37 2.5.2.3. %LOLúVHO'HQH\LPOHU (Think) ........................................................ 39 2.5.2.4. 'DYUDQÕúVDO'HQH\LPOHU (Act) ..................................................... 40 2.5.2.5. øOLúNLVHO'HQH\LPOHU (Relate) ...................................................... 41. %g/h0 '(1(<ø06(/3$=$5/$0$8<*8/$0$6,2/$5$. REKLAMOYUNU .................................................................................. 43 3.1. Reklamoyunu .DYUDPÕ ........................................................................................ 43 3.2. Reklamoyunu 8\JXODPD7UOHUL ......................................................................... 46 3.2.1. ATL Reklamoyunu (Above The Line - dL]JLhVWReklamoyunu) ........... 47. ii.
(8) 3.2.2. BTL Reklamoyunu (Below The Line - dL]JL$OWÕReklamoyunu) ............. 49 3.2.3 TTL Reklamoyunu (Through The Line- dL]JL%R\XReklamoyunu)......... 50 3.3. 0HVDMøoHULNOHULQH*|UHReklamoyunu dHúLWOHUL.................................................. 51 3.3.1 dD÷UÕúÕPOÕ $VVRFLDWLYH
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(12) 6218d9(g1(5ø/(5 ............................................................................................. 76 .$<1$.d$ ................................................................................................................ 79 EKLER ........................................................................................................................... 87 g=*(d0øù .................................................................................................................. 88. iv.
(13) 7$%/2/ø67(6ø Tablo 1: 3D]DUODPDGD'H÷LúHQ3D]DUODPD.DUPDVÕ .DYUDPODUÕ ................................... 10 Tablo 2: øQWHUQHWWH3D]DUODPDYH*HOHQHNVHO3D]DUODPDQÕQ.DUúÕODúWÕUÕOPDVÕ............... 15 Tablo 3: %HQ2OVD\GÕPgSHUGLP5HNODPR\XQX'H÷HUOHQGLUPHVL .............................. .61 Tablo 4: %LUL$UWÕN$WODVÕQ5HNODPR\XQX'H÷HUOHQGLUPHVL ........................................ .62 Tablo 5: %X]GDQ+H\NHOOHU5HNODPR\XQX'H÷HUOHQGLUPHVL ....................................... .63 Tablo 6: +HUúH\L%LOHQ.DGÕQ5HNODPR\XQX'H÷HUOHQGLUPHVL ................................... .64 Tablo 7: øQWHUQHW)HVWLYDOL 5HNODPR\XQX'H÷HUOHQGLUPHVL ......................................... .66 Tablo 8: $FÕPDVÕ]*HUoHNOHU 5HNODPR\XQX'H÷HUOHQGLUPHVL .................................... .67 Tablo 9: Doritos Akademi 5HNODPR\XQX'H÷HUOHQGLUPHVL ......................................... .69 Tablo 10: .RQXúDQ3R÷DoD 5HNODPR\XQX'H÷HUOHQGLUPHVL........................................ .70 Tablo 11: dHúPH\H8oX\RUX]5HNODPR\XQX'H÷HUOHQGLUPHVL ................................... .71 Tablo 12: 6HYJLOLOHU*Q 5HNODPR\XQX'H÷HUOHQGLUPHVL ......................................... .72 Tablo 13: Reklamoyunu ve Page Rank 'H÷HUOHQGLUPHVL ............................................ .73 Tablo 14: 5HNODPR\XQODUÕQÕQ3D\ODúÕPÕ ...................................................................... .74. v.
(14) ù(.ø/ /ø67(6ø ùHNLO 3D]DUODPD$QOD\ÕúÕQGDNL'H÷LúLP ...................................................................... 5 ùHNLO øúOHWPH'H÷HU<DUDWPD'LVLSOLQOHUL .................................................................... 8 ùHNLO 'HQH\LPLQ'|UW%R\XWX .................................................................................... 19 ùHNLO: 'HQH\LPH$oÕN0HUNH]..................................................................................... 24 ùHNLO: Wrangler ............................................................................................................ 27 ùHNLO: %Hú'X\X ........................................................................................................... 36 ùHNLO: Think Different .................................................................................................. 40 ùHNLO: 6W.DPSDQ\DVÕ ................................................................................................. 41 ùHNLO : )ÕUÕQ7DQÕWÕPÕ .................................................................................................... 42 ùHNLO: Futbola Yeniden Bak ....................................................................................... 48 ùHNLO: Milli Oluyoruz ................................................................................................. 48 ùHNLO Fifa .................................................................................................................. 49 ùHNLO Akbank Kur <|QHW .......................................................................................... 50 ùHNLO Yaman Gezgin ................................................................................................. 51 ùHNLO dDO2\QD .......................................................................................................... 52 ùHNLO: Robotombow ................................................................................................... 53 ùHNLO Aria .................................................................................................................. 54 ùHNLO: %HQ2OVD\GÕPgSHUGLP ................................................................................... 60 ùHNLO9: %LUL$UWÕN$WODVÕQ ............................................................................................ 62 ùHNLO: Buzdan Heykeller ........................................................................................... 63 ùHNLO21: +HUúH\L%LOHQ.DGÕQ ....................................................................................... 64 ùHNLO22: øQWHUQHW)HVWLYDOL ............................................................................................. 65 vi.
(15) ùHNLO23: $FÕPDVÕ]*HUoHNOHU ........................................................................................ 67 ùHNLO24: Doritos Akademi ............................................................................................ 68 ùHNLO25: .RQXúDQ3R÷DoD ............................................................................................. 69 ùHNLO26: dHúPH\H8oX\RUX] ........................................................................................ 70 ùHNLO27: 6HYJLOLOHU*Q .............................................................................................. 72. vii.
(16) <ksek Lisans Tez gzeti. SAh, Sosyal Bilimler EnstitV. Tezin BaúlÕ÷Õ: Bir 'HQH\LPVHO3D]DUODPD8\JXODPDVÕ2ODUDN5HNODPR\XQODUÕh]HULQH%ir ønceleme Tezin YazarÕ: BúUD)VXQ)XUWXQ. DanÕúman: 3URI'U5HP]L$/781,ù,.. Kabul Tarihi: 25.04.2012. Sayfa SayÕsÕ: ix |Q kÕsÕm) + 88 (tez). AnabilimdalÕ: øúOHWPH. BilimdalÕ: hretim Y|netimi ve Pazarlama. hUQ YH KL]PHW VD÷OD\ÕFÕODUÕ IDUNOÕODúPDN LoLQ VR\XW ID\GDODU RUWD\D NR\PD\D \|QHlmekte KDWWDWNHWLFLOHUGHROPD\DQLKWL\DoODU\DUDWPD\ROXQDJLWPHNWHGLUOHUFirmalar rakiplerinden IDUNOÕODúÕS |QH oÕNPDN KDWWD WNHWLFLQLQ ]LKQLQGHNL PDUND\OD LOLúNLOL HQ |]HO \HUH \HUOHúHELOPHN LoLQ ELUoRN VWUDWHML JHOLúWLUPHNWHGLU 'H÷LúHQ SD]DUODPD DQOD\ÕúÕQGD GHQH\LPVHO SD]DUODPD NDYUDPÕ WNHWLFLQLQ GHQH\LP \DúDPDVÕQÕ VD÷OD\DUDN SD]DUODPD \DSÕOPDVÕQÕ LIDGH HWPHNWHGLU <HQL ELU NDYUDP RODQ GHQH\LPVHO SD]DUODPDGD GD IDUNOÕ X\JXODPDODU JHOLúWLULOPHNWHGLU 2QOLQH RODUDN GHQH\LP \DúDWPDN ]HUH EX oDOÕúPDGD HOH DOÕQDQNDYUDPUHNODPR\XQ DGYHUJDPH
(17) ¶GXU dR÷X WNHWLFL geleneksel alanlarda verilen UHNODP PHVDMODUÕQÕ NDoÕUÕUNHQ reklamoyun, H÷OHQFHOL ELU GHQH\LP VXQPD YH R\XQFXQXQ WP GLNNDWLQL FDQOÕ WXWPD |]HOOLNOHUL\OH KHGHI NLWOHQLQ GLNNDWLQL UHNODP PHVDMÕQD oHNPHNWH EDúDUÕOÕ ROPDNWDGÕU 3D]DUODPD PHVDMODUÕ LOH WNHWLFLOHUL EXQDOWPD\DQ reklamoyunlar, PDUND YH WNHWLFLOHU DUDVÕQGD J|QOOON HVDVÕQD GD\DQDQ H÷OHQFHQLQ |Q SODQGD ROGX÷X LOLúNLOHU \DUDWDUDN WNHWLFLQLQ ROXPOX GHQH\LPLQL DUNDGDúODUÕ\ODGDSD\ODúPDVÕQÕVD÷ODPDNWDGÕU %X oDOÕúPD, ELU GHQH\LPVHO SD]DUODPD X\JXODPDVÕ RODUDN UHNODPR\XQODUÕ ]HULQH ELU LQFHOHPH \DSPDN ]HUH KD]ÕUODQPÕúWÕU dDOÕúPDGD \HQL ELUHU NDYUDP RODQ GHQH\LPVHO SD]DUODPD YH UHNODPR\XQ HOH DOÕQPÕú VRQUDVÕQGD LVH EHOLUOHQHQ GH÷HUOHQGLUPH NULWHUOHULQH J|UH |UQHN RODUDN VHoLOHQ RQ WDQH UHNODP R\XQX D\UÕ D\UÕ LQFHOHQPLútir. øQFHOHPHOHU LoHULN DQDOL]L LOH \DSÕOPÕúWÕU 6|] NRQXVX WH] GHQH\LPVHO SD]DUODPD DUDFÕ RODUDNUHNODPR\XQODUÕQÕQNXOODQÕPÕLOHLOJLOLELOJLOHULoHUPHNWHGLU. Anahtar kelimeler: Reklamoyun, Advergame, Deneyimsel Pazarlama, Deneyim. viii.
(18) SAU, Insitute of Social Sciences. Abstract of Master¶VThesis. Title of the Thesis: A Study On Application of Advergame as an Experiential Marketing Tool Author: BúUD)VXQ)XUWXQ. Supervisor: Prof. Dr. 5HP]L$/781,ù,.. Date: 25.04.2012. Nu. of pages: ix (pre text) + 88 (main body). Department: Business Administration Marketing. Subfield:. Production. Management. and. Product and service providers, to be different from others, working on to enusure abstract benefits and also follow the path of creation about no needed demands. It changes to stand out from its competitors and even the mind of the consumer brand companies associated with developing a variety of strategies in order to settle the most special place. Through the marketing concept which changes day by day, the concept of experiential marketing is providing experience for consumers. Experiential marketing is a new concept developed in the different applications. In this thesis, advergame, which is the way of the having online experience, is examined.. Most consumers, struck with the advertising messages in the traditional areas on the otherhand advergames are providing an enjoyable experience and take the player's full attention to the advertising messages. Advergames, which is not press the consumers with marketing messages, based on a voluntary basis between brands and consumers, creating relationships is at the forefront of entertainment, provides the consumer a positive experience to share with friends also.. This study is a review of advergames which is used as an experiential marketing application. In this study a new concept of experiential marketing and advergame are considered, then based on the evaluation criteria specified in the selected sample of ten advertising game are examined separately. Investigations were made by using content analysis. Such a thesis, contains information regarding the use of advergames as tool of experiential marketing application.. Keywords: Advertisementplay, Advergame, Experiental Marketing, Experiment. ix.
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