Cilt 5 Sayı 1 (2020): Turkish Journal of Marketing
Makaleler

BAŞARISIZ BİR REKLAM KAMPANYASI: YANLIŞ GİDEN NEDİR? MODA PERAKENDE ŞİRKETİNDE BİR VAKA ÇALIŞMASI

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  • İbrahim Ethem TARHAN,
  • Neşe Bihter ATEŞ
İbrahim Ethem TARHAN
Dr. Öğr. Üyesi, İstanbul Kültür Üniversitesi
Neşe Bihter ATEŞ
İstanbul Kültür Üniversitesi

Yayınlanmış 25.04.2020

Anahtar Kelimeler

  • Reklam Etkinliği, Anket, Reklam Kampanyaları, Moda Perakendecileri, Pazar Tepkisi Teorisi
Telif Hakkı Düzenlemesi

Nasıl Atıf Yapılır

BAŞARISIZ BİR REKLAM KAMPANYASI: YANLIŞ GİDEN NEDİR? MODA PERAKENDE ŞİRKETİNDE BİR VAKA ÇALIŞMASI. (2020). Turkish Journal of Marketing, 5(1), 59-76. https://doi.org/10.30685/tujom.v5i1.79

Öz

Bu çalışma, hazır giyim ve kozmetik sektöründe Türkiye'nin önde gelen markalarından bazılarını pazarlayan üst düzey bir perakende moda şirketine odaklanmıştır. Şirket, uluslararası ve yerel ünlüleri kullanarak pahalı reklam kampanyaları yapmış olsa da, reklam kampanyaları beklenen tüketici davranışını sağlamamıştı.

Şirketle, müşterileri için özel olarak tasarlanmış bir anket oluşturarak ve 300 katılımcının müşteri profillerinin sonuçlarını ve gelecekteki kampanyalar oluşturmak için önerilerde bulunma tercihlerini inceleyerek, reklamlarında müşterilerinin tercih ettiği faktörleri belirleme konusunda çalıştık. Analizler, şirketin müzik seçimi, mesajların hatırlanabilirliği ve özellikle kadın katılımcılar için giyim kombinasyonlarının seçimi ile ilgili sorunları ortaya çıkardı.

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