{"id":2771,"date":"2018-09-18T21:58:26","date_gmt":"2018-09-18T21:58:26","guid":{"rendered":""},"modified":"2022-05-25T20:25:56","modified_gmt":"2022-05-25T20:25:56","slug":"klise-reklamlarin-perde-arkasi","status":"publish","type":"post","link":"https:\/\/teknomanyak.com\/tr\/2018\/09\/18\/klise-reklamlarin-perde-arkasi\/","title":{"rendered":"Lekeli \u00c7ama\u015f\u0131r Nas\u0131l D\u00fcnyan\u0131n Sonu Haline Geldi? Kli\u015fe Reklamlar\u0131n Perde Arkas\u0131"},"content":{"rendered":"

\u00d6nce Tan\u0131\u015fal\u0131m<\/u><\/strong><\/p>\n

M<\/span>erhabalar<\/strong>. Bilmeyenler i\u00e7in k\u0131saca kendimi tan\u0131tmam gerekirse, ismim Cem Solak. 16 senedir \u00e7ok uluslu reklam ajanslar\u0131nda “stratejistlik”<\/strong> yapmaktay\u0131m. Teknomanyak<\/strong> d\u0131\u015f\u0131nda iki sekt\u00f6rel yay\u0131nda konunun profesyonellerine hitap eden, yaz\u0131lar yaz\u0131yorum, Bundan sonra karde\u015fimin projesi Teknomanyak<\/strong>\u2019da elimden geldi\u011fi kadar yazmaya gayret edece\u011fim.<\/p>\n

Teknomanyak<\/strong> daha genel bir kitleye hitap etti\u011finden bu mecrada pazarlama<\/strong>, pazarlama ileti\u015fimi<\/strong> ve reklamc\u0131l\u0131kta<\/strong> d\u0131\u015far\u0131dan merak edilen konular\u0131 elimden geldi\u011fince anla\u015f\u0131l\u0131r bir \u015fekilde yazaca\u011f\u0131m.<\/p>\n

\u0130nan\u0131yorum ki bu g\u00fczel olu\u015fumda zamanla daha pek \u00e7ok de\u011ferli isim aram\u0131za kat\u0131lacakt\u0131r. Hay\u0131rl\u0131 u\u011furlu olsun diyelim.<\/p>\n

\"FMCG<\/a><\/p>\n

Niye b\u00f6yle \u015feyler yap\u0131yorlar?<\/h2>\n

\u0130lk akl\u0131ma gelen sorulardan biri bin y\u0131ll\u0131k \u201cdeterjan, \u015fampuan reklamlar\u0131 vs. neden bu kadar s\u0131k\u0131c\u0131 ve yarat\u0131c\u0131l\u0131ktan uzak kim bunlar\u0131 seyredip \u00fcr\u00fcn al\u0131r?<\/strong>\u201d sorusu.<\/p>\n

Bu soruya cevap vermek i\u00e7in \u00f6nce reklam\u0131n ne i\u00e7in yap\u0131ld\u0131\u011f\u0131n\u0131<\/strong> netle\u015ftirmemiz gerekiyor. Reklam\u0131n temel amac\u0131<\/strong> asl\u0131nda d\u0131\u015far\u0131da birinin zannetti\u011fi gibi izleyeni e\u011flendirmek de\u011fil, \u00fcr\u00fcn satmak<\/strong> ve bunu da m\u00fcmk\u00fcn oldu\u011funca k\u00e2rl\u0131 bir fiyatla<\/strong> satmakt\u0131r. Bunun i\u00e7in de t\u00fcketicisini \u00fcr\u00fcn\u00fcn farkl\u0131l\u0131\u011f\u0131na<\/strong>, performans\u0131na ikna etmesi <\/strong>ve m\u00fc\u015fteriyi anlad\u0131\u011f\u0131n\u0131<\/strong> ve onunla ayn\u0131 de\u011ferleri payla\u015ft\u0131\u011f\u0131n\u0131<\/strong> g\u00f6stermesi gerekir. Tabii bunu ak\u0131lda kal\u0131c\u0131 bir \u015fekilde tutarl\u0131 ve s\u00fcrekli bir \u015fekilde yapmal\u0131d\u0131r. Bu da farkl\u0131la\u015fan ak\u0131lda kal\u0131c\u0131 bir marka ve marka ileti\u015fimi demektir.<\/p>\n

Bu hedefleri ger\u00e7ekle\u015ftirmek i\u00e7in marka ileti\u015fimleri pop\u00fcler k\u00fclt\u00fcr\u00fcn t\u00fcm unsurlar\u0131n\u0131<\/strong> ve \u00e7ok geni\u015f bir duygu yelpazesini<\/strong> kullanabilir. Marka ileti\u015fimleri kimi zaman g\u00fcld\u00fcr\u00fcr, kimi zaman duyguland\u0131r\u0131r, kimi zaman korkutur, kimi zaman sayg\u0131 uyand\u0131r\u0131r, kimi zaman heyecanland\u0131r\u0131r ve hatta \u015fok bile edebilir.<\/p>\n

Bir pazarlama ileti\u015fiminin hangi yakla\u015f\u0131m\u0131 se\u00e7ece\u011fi ise tamamen markaya, \u00fcr\u00fcn kategorisine rekabetin durumuna, t\u00fcketicinin o \u00fcr\u00fcn\u00fc, hizmeti kullanma motivasyonlar\u0131na ve iletece\u011finiz mesaja g\u00f6re de\u011fi\u015febilir.<\/p>\n

\"FMCG<\/a><\/p>\n

Ne dramlar ya\u015fan\u0131yor \u00e7\u0131kmayan lekelerde!<\/h2>\n

Bu yaz\u0131n\u0131n konusu olan H\u0131zl\u0131 T\u00fcketim \u00dcr\u00fcnleri<\/strong> (Fast Moving Consumer Goods-FMCG<\/strong>) grubundaki \u00fcr\u00fcnlerin (\u00e7o\u011funlukla ev temizlik ve ki\u015fisel bak\u0131m \u00fcr\u00fcnleri diyelim) ileti\u015fimlerinin kli\u015fe ve s\u0131k\u0131c\u0131 olma durumuysa, s\u00f6z konusu \u00fcr\u00fcnlerin cevap verdi\u011fi duygusal t\u00fcketici ihtiyac\u0131 ve bu ihtiya\u00e7 ba\u011flam\u0131nda tepki verebilece\u011fi mesaj ve ses tonu ile ilgilidir.<\/p>\n

S\u00f6z konusu \u00fcr\u00fcnler ilk geli\u015ftirdikleri g\u00fcnden beri rekabetin \u00e7ok yo\u011fun oldu\u011fu pazarlarda faaliyet g\u00f6stermektedirler. T\u00fcm rakiplerin hatta market markalar\u0131n\u0131n bile \u201ci\u015f g\u00f6rd\u00fc\u011f\u00fc<\/strong>\u201d kategorilerde t\u00fcketicinin markan\u0131za istedi\u011finiz fiyat\u0131 vermeye ikna olmas\u0131, o markan\u0131n hayat\u0131n\u0131 s\u00fcrd\u00fcrebilmesi i\u00e7in hayatidir. G\u00f6zle g\u00f6r\u00fcl\u00fcr pek bir farklar\u0131 olmayan, \u201cmetala\u015fm\u0131\u015f<\/strong>\u201d \u00fcr\u00fcnlerin alt\u0131n\u0131 doldurmak ise performans iddias\u0131n\u0131 ve \u00fcr\u00fcn\u00fc fark ve gereklili\u011fini g\u00f6r\u00fcn\u00fcr k\u0131lmay\u0131 gerektirir.<\/p>\n

Performans vaadi (lekeleri tek seferde \u00e7\u0131karma, makineyi kire\u00e7ten koruma, t\u00fcm mikroplar\u0131 \u00f6ld\u00fcrme, en inat\u00e7\u0131 kirleri temizleme vb.) olan kategorilerde i\u015fini tam yapma, kolayca yapma, tekrar i\u015f \u00e7\u0131karmama iddias\u0131 \u00e7ok \u00f6nemlidir, bu iddiay\u0131 iletecek duygular ise \u00f6zg\u00fcven<\/strong> ve otoritedir<\/strong>.<\/p>\n

Reklamlar, bu y\u00fczden s\u0131k\u0131c\u0131 ve sa\u00e7ma olmak pahas\u0131na vaatlerini en zorlu ko\u015fullarda ger\u00e7ekle\u015ftirdiklerini g\u00f6stermek (demonstrate<\/strong>) isterler.<\/p>\n

\u0130\u015fte bu y\u00fczden dev \u00e7ar\u015faf toplar\u0131 \u015fehirde dola\u015ft\u0131r\u0131l\u0131r, yumurta kabuklar\u0131 sirkede bekletildikten sonra di\u015f macunuyla f\u0131r\u00e7alan\u0131r, Ay\u015fe Teyze \u00e7ama\u015f\u0131rlar\u0131 \u201c\u00e7\u0131rt\u201d diye y\u0131rtar, ya da mikroplar “k\u00f6t\u00fcy\u00fcm ben k\u00f6t\u00fcy\u00fcm” diye ba\u011f\u0131r\u0131r, dev kazanlarda yemeklerin dibi tutturulur, kaynana barda\u011fa bakar ve gelini kem g\u00f6zlerle k\u0131nar ya da \u00e7ocuklar \u00e7amurlar i\u00e7inde yuvarlan\u0131r.<\/p>\n

Veya t\u00fcl perdeleri karard\u0131\u011f\u0131 i\u00e7in kad\u0131n\u0131m\u0131z karalar ba\u011flar ve t\u00fcm kom\u015fular\u0131 onlar\u0131 k\u0131narken \u201cpembeli\u201d melekler kap\u0131da belirir ya da ya\u015fl\u0131 tamirci bu makineyi nas\u0131l bu hale getirdin, kire\u00e7 i\u00e7inde kalm\u0131\u015f bak\u0131\u015flar\u0131yla kad\u0131n\u0131m\u0131z\u0131 yerin dibine ge\u00e7irir<\/p>\n

T\u00fcm bunlar\u0131n amac\u0131, \u00fcr\u00fcn\u00fcn \u00e7\u00f6zmesi gereken sorunun \u00f6l\u00e7e\u011fini b\u00fcy\u00fctmek<\/strong>, durumu dramatik<\/strong> ve hayati<\/strong> hale getirmektir. Mesele ne kadar hayati hale gelirse \u00fcr\u00fcn\u00fcn yarataca\u011f\u0131 otorite duygusu o kadar kuvvetlenir ve t\u00fcketicinin eli markan\u0131za g\u00f6n\u00fcl rahatl\u0131\u011f\u0131yla daha fazla gidebilir.<\/p>\n

\"Kli\u015fe<\/a><\/p>\n

Bize de mi, Ay\u015fe Teyze?!\u2026<\/h2>\n

“Y\u0131l olmu\u015f 2018, h\u00e2l\u00e2 bu reklamlar i\u015f yap\u0131yor mu” derseniz, o ayr\u0131 bir tart\u0131\u015fma konusu. Bu \u2018demo<\/strong>\u2019 odakl\u0131 h\u0131zl\u0131 t\u00fcketim \u00fcr\u00fcnleri reklamc\u0131l\u0131\u011f\u0131n\u0131n geli\u015fti\u011fi y\u0131llarda (1950-80 aras\u0131 diyebiliriz kabaca) t\u00fcm g\u00f6rselle\u015ftirme mekanizmalar\u0131 ger\u00e7ekten yarat\u0131c\u0131 ve etkili bulu\u015flard\u0131.<\/p>\n

Yumurta kabu\u011funu sirkeye yat\u0131rd\u0131ktan sonra di\u015f macunuyla f\u0131r\u00e7alamak kimin akl\u0131na gelirdi ki?<\/p>\n

Ama tabii ki, devrimci yakla\u015f\u0131mda oldu\u011fu gibi zaman i\u00e7erisinde yenilik do\u011fma haline geldi ve bu t\u00fcr reklamc\u0131l\u0131k zaman\u0131n ruhundan ve t\u00fcketici ger\u00e7ekli\u011finden koptu, kli\u015fe<\/strong>, eski moda<\/strong>, cinsiyet\u00e7i<\/strong> ve ele\u015ftirilebilecek daha pek \u00e7ok \u015fey haline geldi.<\/p>\n

Performans\u0131 g\u00f6rselle\u015ftirme, otorite hissi ge\u00e7irme ihtiyac\u0131 s\u00f6z konusu kategorilerde bug\u00fcn de var, ileride de olacak. Sadece bunun y\u00f6ntemlerinin zaman\u0131n gerisinde kalmamas\u0131 gerekiyor.<\/p>\n

Bug\u00fcn teknolojiyle performans\u0131n\u0131z\u0131 ve iddian\u0131z\u0131 \u00e7ok daha yarat\u0131c\u0131 \u015fekilde g\u00f6sterebilir, sosyal medya ileti\u015fimlerinin g\u00fcc\u00fc ile t\u00fcketicilerinizi markan\u0131z\u0131n g\u00f6n\u00fcll\u00fc el\u00e7ileri haline getirebilir ve d\u00fcn akla hayale gelmeyecek pek \u00e7ok \u015feyi yapabilirsiniz.<\/p>\n

Ama temel mesele h\u00e2l\u00e2 de\u011fi\u015fmiyor, hangi duyguya hitap verece\u011finizi hangi motivasyonla \u00fcr\u00fcn\u00fcn\u00fcz\u00fc ili\u015fkilendirece\u011finizi bilmeniz gerekiyor.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u00d6nce Tan\u0131\u015fal\u0131m Merhabalar. Bilmeyenler i\u00e7in k\u0131saca kendimi tan\u0131tmam gerekirse, ismim Cem Solak. 16 senedir \u00e7ok uluslu reklam ajanslar\u0131nda “stratejistlik” yapmaktay\u0131m. Teknomanyak d\u0131\u015f\u0131nda iki sekt\u00f6rel yay\u0131nda konunun profesyonellerine hitap eden, yaz\u0131lar yaz\u0131yorum, Bundan sonra karde\u015fimin projesi Teknomanyak\u2019da elimden geldi\u011fi kadar yazmaya gayret edece\u011fim. Teknomanyak daha genel bir kitleye hitap etti\u011finden bu mecrada pazarlama, pazarlama ileti\u015fimi ve …<\/p>\n","protected":false},"author":3,"featured_media":2772,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[150],"tags":[152,153],"class_list":["post-2771","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reklam-ve-pazarlama-iletisimi","tag-fmcg","tag-reklam"],"yoast_head":"\nKli\u015fe reklamlar\u0131n perde arkas\u0131 - TeknomanyaK<\/title>\n<meta name=\"description\" content=\"Akl\u0131ma gelen bin y\u0131ll\u0131k \u201cdeterjan, \u015fampuan reklamlar\u0131 vs. neden bu kadar s\u0131k\u0131c\u0131 ve yarat\u0131c\u0131l\u0131ktan uzak kim bunlar\u0131 seyredip \u00fcr\u00fcn al\u0131r?\u201d sorusu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/teknomanyak.com\/tr\/2018\/09\/18\/klise-reklamlarin-perde-arkasi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kli\u015fe reklamlar\u0131n perde arkas\u0131 - 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