Marketing demographics, advertising semiotics : the case of Akşam Newspaper

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Date

2003

Author

Bakan, M Aslı

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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.

Subject Keywords

Marketing, Advertising, Advertisements, Semiology, Media, Newspaper, Consumption, Consumer behavior, Purchasing behavior, Sales, Brand name

URI

http://etd.lib.metu.edu.tr/upload/1177179/index.pdf
https://hdl.handle.net/11511/13643

Collections

Graduate School of Social Sciences, Thesis

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Citation Formats

M. A. Bakan, “ Marketing demographics, advertising semiotics : the case of Akşam Newspaper ,” M.S. - Master of Science, Middle East Technical University, 2003.