Marketing demographics, advertising semiotics : the case of Akşam Newspaper

Bakan, M Aslı
The main aim of this thesis is to discuss conflicting opinions about the existence, targets and the system of advertising and to examine its effects on purchasing behaviors. Another important aim of the study is to demonstrate that advertising is an important but not the sole factor which increases the sales of a product. The study focuses on the relationship between the capitalist industry and consumers̕ purchasing decisions. It discusses the effects of marketing strategies on consumer behaviors and purchasing preferences. The interaction between the symbolic representations of commodities̕ brand names and consumption decisions are evaluated and the basic arguments of critics and advertisers about the system of advertising are discussed. In addition, variables other than advertising that influence consumer behaviors are examined and the importance of advertising in modern marketing is presented. To understand the messages in today̕s advertisements deeply, semiology as one of the most important methodologies of decoding advertisements, the basic advertising formats and the language of advertising are evaluated. The question of how meaning is reconstituted both by advertisers and the viewers of messages is discussed. The study also entails a case study in which Aksam̕s re-launch advertising campaign is evaluated. Aksam̕s brand and image perception before and after the advertising campaign is examined. After this evaluation, the success of an advertising campaign in accordance with its advertising strategy is discussed.


Information frictions and the effects of news media bias on consumption /
Aşçıoğlu, Mert; Voyvoda, Ebru; Department of Economics (2014)
This thesis develops a model that incorporates information frictions and consumption behavior in order to explain the observations of higher volatility of consumption as well as its excess sensitivity to income in the developing countries. The information frictions in the model arise both from the information source, specified as the biased news media, and the conditions of the consumers that affect the costs they face in forming full information rational expectations. These two channels are argued to be mo...
Income Distribution, Growth, and Conflict: The Aggregate Demand Nexus
Onaran, Özlem (Orta Doğu Teknik Üniversitesi (Ankara, Turkey), 2008-6)
This paper is a literature review on the recent Post-Keynesian empirical findings about the effect of income distribution on investment and growth in a variety of different countries and aims at discussing the policy implications of this literature. The core question is the following: Are actual economies wageled or profit-led? Current orthodoxy implicitly assumes that they are profit-led, and thus supports the neoliberal policy agenda. The merit of the Post- Keynesian/Kaleckian models is that they highligh...
Marketable Emotions or Engaging Experiences: Towards a Conquest of Emotionality in Design
Kaygan, Harun (Middle East Technical University, Faculty of Architecture, 2008)
This paper attempts an analysis of the body of texts offered within the boundaries of the design and emotion movement, in order to explicate the logic of marketing and advertising underlying its most prominent statements. In this manner, it is aimed to answer the question of novelty of the movement, as well as to evaluate whether the movement is capable of satisfying its declared aspirations; namely, providing the user with richer, more engaging and, therefore, prolonged experiences with products. This is r...
Production, marketing and consumption: a sociological critique of mass oriented business strategies
Aktan, Oktay; Yozgatlıgil, Ceylan; Department of Sociology (2003)
This thesis analyzes the marketing activities of the companies in the consumer society of today and their social impacts on the consumption habits of individuals. The creation of a social environment with the mass oriented marketing activities of the producers and the association of individuals with the products that they or others consume are studied. The perception of the products as symbols of social status or their utilization to have distinction from others are analyzed. Throughout this thesis, the que...
Empirical investigation on the determinants of organic food purchasing behavior
Dinç Cavlak, Özge; Özdemir, Özlem; Department of Political Science and Public Administration (2019)
The main motivation of this thesis is to reveal the determinants of organic food purchasing behavior of individuals by improving a psychological model and try to elicit individuals’ willingness to pay estimates for each attribute of organic foods in an experimental setting. In the first essay, we aim to reveal the determinants of organic food purchasing behavior within the Theory of Planned Behavior framework, and the basic model is extended by incorporating food safety concern, health consciousness, trust,...
Citation Formats
M. A. Bakan, “ Marketing demographics, advertising semiotics : the case of Akşam Newspaper ,” M.S. - Master of Science, Middle East Technical University, 2003.