Etnik pazarlama ve etnik reklamcılık
Yıl: 2009 Cilt: 0 Sayı: 11 Sayfa Aralığı: 27 - 49 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022
Etnik pazarlama ve etnik reklamcılık
Öz: Her şeyin müşterinin isteklerine ve ihtiyaçlarına göre şekillendiği günümüz dünyasında bu isteklerin ve ihtiyaçların neler olduğunu saptamak ve buna göre entegre pazarlama faaliyetleri gerçekleştirmek markalara önemli bir rekabet 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 etnik reklamcılığın dünyadaki gelişimi ve etnik kimliğin pazarlama, reklam ve markalar dünyası için nasıl bir öneme sahip olduğu ortaya konmaya çalışılacaktır.
Anahtar Kelime: Konular:
Etnic marketing and ethnic advertising
Öz: 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 concept of ethnic 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.
Anahtar Kelime: Konular:
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
- CORTESE, Anthony J. (2004), Provocateur'Images of Women and Minorities in Advertising, Rowman & Littlefield.
- BIAGI, Shirley; KERN-FOXWORTH, Marilyn (1997), Facing Difference: Race, Gender, and Mass Media, Pine Forge Pres.
- PIRES, Guilherme D., STANTON, John (2005), Ethnic Marketing Accepting Challenge of Cultural Diversity, Thomson Learning, First Edition. Makaleler
- BARTH, Isabelle ve BOYER, Andre (2008), Le Defi Ethique du Marketing Ethnique, http://www.escp-eap.net/conferences/marketing/2008_cp/Materiali/ Paper/Fr/Barth_Boyer.pdf
- BURTON, Dawn (2002), "Incorporating Ethnicity into Marketing Intelligence and Planning". Market Intelligence and Planning, Vol.20, No.7, ss. 442-451.
- CUI, G., (2001), Marketing to Ethnic Minority Consumers: A Historical Journey (1932-1997), Journal of Macromarketing, 21; 23.
- DIMOFTE, Claudia V., FOREHAND Mark R. ve DESPANDE Rohit (Winter/2004), Ad Schema'Incongruity As Elicitor Of Ethnic Self-Awareness And Differential Advertising Response, Journal of Advertising, Vol.32, Iss. 4; s. 7, 11 pgs, http://proquest.umi.com
- DUBLISH, Sandipa (2001), Advertising to Ethnic Subcultures: A Study with Bilingual Korean-Americans, Asia Pasific Journal of Marketing and Logistic, Vol.13, lssue:2, ss.23-44., http://www.emeraldinsight.com
- ELLIOTT, Tim (1997), "Ethnic communities prefer TV", Professional Marketing, February/March, s. 7.
- MARSHALL, Kirk (1998), "Advertisers need practice on a multicultural pitch", The Australian Financial Review, Tuesday May 5, s. 42. akt. Pascale G. Quester and CHONG I., Validating acculturation models: the case of the Australian-Chinese consumers, Journal of Consumer Marketing, Vol.18 No.3, 2001, ss. 203-21.
- ERDEM, Kutay; SCHMIDT, Ruth A., (2008), Ethnic marketing for Turks in Germany, International Journal of Retail & Distribution Management, Vol. 36 No. 3, ss. 212-223.
- GRAHAM, John L; KAMINS, Michael *A.;0ET0M0, Djoko. S. (June 1993), Content Analysis of German and.Japanese Advertising jn Print Media from Indonesia, Spain, and the United States, Journal of Advertising, Vol.22:2, http://proquest.umi.com
- HOLLAND, Jonna; GENÎRY James W. (Spring 1999), Ethnic consumer reaction to targeted marketing: a theory of intercultural accommodation, Journal of Advertising, v28 İ1 s. 65.
- KURT, Osman (2009), "TRT 6 Tuzlu Mu Olacak, Hayırlı Mı?", Türkiye BusinessWeek, Sayı: 5, 8-14 Şubat.
- MCDONALD, Gibran; CALLOW, Michael (December 2005). The 'Spanglification1 of Advertising Campaigns in Hispanic Media? A Comparison of Approaches in Spanish-only and Dual Language Magazines, Journal of Marketing Communications, Vol. 11, No. 4, 283-295.
- MORRISON, Mary Eileen (1997) Burnett, Ethnic Shop Hit Goals Along Different Path, Advertising Age, Chicago, No:17, Vol:68, http://proquest.umi.com NWANKWO, Sonny; LINDRIDGE, Andrew (1998). Marketing to Ethnic Minorities in Britian, Journal of Marketing Practice Applied Marketing Science, Vol.4, No.7, pp. 200-216.
- QUESTER, Pascale G.; KARUNARATNA, Amal; CHONG, Irene (2001), Australian Chinese Consumers, Journal of International Consumer Marketing, 13:3,7-28.
- SENGES, Anne (2003) Marketing Ethnique, La Presse http://www.annesenges. com/publicity/lapresse.htm
- SHAMDASANI, Prem. N.; TOUCHSTON, Ellen E. ve KOSLOW, Scott (March 1994) Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective, Journal Of Consumer Research, Inc., Vol.20.
- SİRKECİ ibrahim (2008). İngilizce orijinalinin tercümesine dayalı bir Türkçe uyarlamasıdır. Orijinal makalenin atıf detayı: (2009) "Ethnic Marketing Potential in England and Wales: New evidence from the 2001 UK Census", Asian Journal of Marketing, Vol.2, No. 1, ss. 1-9.
- Tezler
- BABA Jatong Ahmed (2003) An Examination of the Influence of Personal Values and ethnic Identity on Black Students Sport Consumption Behavior, Ohio State University, Doctor of Philosophy, USA.
- GUICHARD, Sandrine., Dİ CICCONE, Remy Lubrano (Spring, 2008) Ethnic TV Advertising in France, Dissertation University of Halmstad, School of Business and Engineering.
- SANTA ANA Jeffrey (2003). Critical Emotions:Affect, Plitics, and Ethnic American Literature in an Age of Global Capitalism, University of Pennysylvania, Doctor of Philosophy, USA.
- WILLIAMS Jacqueline A. (1995) The Effect of Ethnic and American Identification on Consumers' Responses to Ethnic Advertising Appeals, The Florida State University, Doctor of Philosophy, USA.
- Internet
- ŞEN, Faruk (2009) Almanya'daki Türkler Etnik Pazarı Canlandırıyor, www.kobifinans. com
- WENTZ, Laurel (10 Haziran 2002), Anatomy Of An Ethnic Advertising Review Chrysler Tries to Reinvent Minority Marketing, www.adage.com
- Osmanlı İmparatorluğu'nda Nestle'nin Pazarlama Stratejileri http://bianet.org/ biamag/ekonomi/106426-
- Biji Marketing!, http://www.mediacatonline.com/tr-2.03.2009
- http://www.aef.com/industry/news/data/2002/2045-23.03.2009
- Ethnic Advertising, http://multiculture.com.au-15.03.2006
- Ethnic Marketing In Eight Easy Steps, www.unitednationsplaza.org-12.09.2009.
- Ethnic Marketing, http://www.onpomt-marketing.com-15.03.2006
- Ethnic Marketing, http://ethnics.com-12.09.2009
- Ethnic Marketing, http://www.sba.gov.tr-12.09.2009
- Ethnic Marketing, htpp://www.mani-folddatamining.com-15.03.2006
- Ethnic Marketing, http://www.allied-media.com-15.03.2006
- Ethnic Marketing, http://www.fusemarketing.com/Ethnic_Marketing
- Ethnic media and ethnic advertising, http://us.acnielsen.com-15.03.2006 Kültür ve Pazarlama, www.econturk.org-12.09.2009
- Kürtçe Reklam ve Etnik Pazarlama, http://www.pazar-lamaca.com-18.04.2009
- La Publicite Destinee Aux Minorites Ethniques Aux USA, http://visionary marketing.com/articles/pubethnique/pubethnique1 .html
- La Publicite Ethnique â Destination de la Communaute Noire en France, www.academon.fr
- Le marketing ethnique, http://www.businesspme.com/articles/marketing/162/ le-marketing-ethnique.html
- Pazarlamada Yeni Kavramlar, http://www.tuggip.com/index.php/pazarlama
- Pazarlamada "Alevi" Açılımı, http://www.marketingturkiye.com, 29.10.2009.
- Radikal İlk Kürtçe Reklam, http://videonuz.ensonhaber.com.29.10.2009.
- Görüşmeler
- HIZAL, Dündar, (28 Nisan 2009) Deng Adaptation Reklam Ajansı, Yaratıcı Grup Direktörü, "Türkiye'de Etnik Reklamcılık ve Mevcut Durum"
- DEMİRCİ, Özgür, (15 Temmuz 2009), Medya Com, "Türkiye'de Etnik Reklamcılık ve Mevcut Durum"
| APA | KARA B, ÖZTÜRK R (2009). Etnik pazarlama ve etnik reklamcılık. , 27 - 49. |
| Chicago | KARA Barış,ÖZTÜRK R. Gülay Etnik pazarlama ve etnik reklamcılık. (2009): 27 - 49. |
| MLA | KARA Barış,ÖZTÜRK R. Gülay Etnik pazarlama ve etnik reklamcılık. , 2009, ss.27 - 49. |
| AMA | KARA B,ÖZTÜRK R Etnik pazarlama ve etnik reklamcılık. . 2009; 27 - 49. |
| Vancouver | KARA B,ÖZTÜRK R Etnik pazarlama ve etnik reklamcılık. . 2009; 27 - 49. |
| IEEE | KARA B,ÖZTÜRK R "Etnik pazarlama ve etnik reklamcılık." , ss.27 - 49, 2009. |
| ISNAD | KARA, Barış - ÖZTÜRK, R. Gülay. "Etnik pazarlama ve etnik reklamcılık". (2009), 27-49. |
| APA | KARA B, ÖZTÜRK R (2009). Etnik pazarlama ve etnik reklamcılık. İleti-ş-im, 0(11), 27 - 49. |
| Chicago | KARA Barış,ÖZTÜRK R. Gülay Etnik pazarlama ve etnik reklamcılık. İleti-ş-im 0, no.11 (2009): 27 - 49. |
| MLA | KARA Barış,ÖZTÜRK R. Gülay Etnik pazarlama ve etnik reklamcılık. İleti-ş-im, vol.0, no.11, 2009, ss.27 - 49. |
| AMA | KARA B,ÖZTÜRK R Etnik pazarlama ve etnik reklamcılık. İleti-ş-im. 2009; 0(11): 27 - 49. |
| Vancouver | KARA B,ÖZTÜRK R Etnik pazarlama ve etnik reklamcılık. İleti-ş-im. 2009; 0(11): 27 - 49. |
| IEEE | KARA B,ÖZTÜRK R "Etnik pazarlama ve etnik reklamcılık." İleti-ş-im, 0, ss.27 - 49, 2009. |
| ISNAD | KARA, Barış - ÖZTÜRK, R. Gülay. "Etnik pazarlama ve etnik reklamcılık". İleti-ş-im 11 (2009), 27-49. |
