Publication: Küreselleşme sürecinde küresel reklam stratejileri
Abstract
KÜRESELLEŞME SÜRECİNDE KÜRESEL REKLAM STRATEJİLERİ Günümüz dünyasının temel niteliğini yansıtan küreselleşme olgusu, ekonomik, siyasal ve kültürel alanlarda son dönemlerde yaşanan hızlı bütünleşme ve benzeşme sürecini ifade etmektedir. Bu süreçle birlikte ekonomi ölçeklerindeki değişim, artan rekabet ve iletişimin görülmemiş bir hız ve içerik kazanmasıyla olgunlaşan tek dünya pazarı, firmaların küresel pazarlarda uygulayacakları pazarlama ve reklam stratejilerininde yeniden gözden geçirilmesine neden olmuştur. Reklamlar ticaret dünyasıyla kitleler arasındaki en önemli bağlantıdır. Gelişen teknoloji ile birlikte giderek küçülen dünyada bir ürün sadece kendi ülkesinde pazarlanmamakta, reklamlar aracılığıyla küresel pazarda da tanıtımı yapılarak küresel nitelik kazanmaktadır. Bu çalışma ile küreselleşmeyle değişen dünya konjektörünün genel yapısı anlatılmaya çalışılarak, bu kapsamda gelişen küresel pazarlama ve küresel reklam stratejileri üzerinde durulmuştur. Küresel reklam stratejilerini yerine getirmeye çalışan firma örneği olarak hazır giyim sektöründe küresel reklamcılığı önemli bir başarı ile yerine getiren Mavi Jeans firması verilmiştir. Mavi Jeans’in küresel pazarlama ve reklam stratejileri, hazırladığım bu çalışmada derinlemesine incelenmiştir.
GLOBAL ADVERTISEMENT STRATEGIES IN THE GLOBALIZATION PROCESS The globalization phenomenon which reflects the fundamental quality of our modern world today denotes the fast integration and the affinity process that is experienced in the fields of economics, politics and culture recently. The single world market which has been created along this process as a result of the unprecedented speed and content achieved in the changes of economical scales, increasing competence and communication has made it necessary for companies to reevaluate the marketing and advertisement strategies that they will implement in global markets. Advertisements are the most important connection between the masses and the commercial world. A product is not marketed only in its own country anymore with the developing technology, but it gains a global characteristic with its marketing in global markets though advertisements. The changing global marketing and global advertising strategies have been asserted in this study with an effort to discuss the general structure of the world conjuncture that has changed with globalization. As an example of a company which tries to carry out global advertisement strategies, the company Mavi Jeans which successfully implements global advertising in the ready wear sector has been given. The global marketing and advertisement strategies of Mavi Jeans have been thoroughly examined in this study that I have prepared.
GLOBAL ADVERTISEMENT STRATEGIES IN THE GLOBALIZATION PROCESS The globalization phenomenon which reflects the fundamental quality of our modern world today denotes the fast integration and the affinity process that is experienced in the fields of economics, politics and culture recently. The single world market which has been created along this process as a result of the unprecedented speed and content achieved in the changes of economical scales, increasing competence and communication has made it necessary for companies to reevaluate the marketing and advertisement strategies that they will implement in global markets. Advertisements are the most important connection between the masses and the commercial world. A product is not marketed only in its own country anymore with the developing technology, but it gains a global characteristic with its marketing in global markets though advertisements. The changing global marketing and global advertising strategies have been asserted in this study with an effort to discuss the general structure of the world conjuncture that has changed with globalization. As an example of a company which tries to carry out global advertisement strategies, the company Mavi Jeans which successfully implements global advertising in the ready wear sector has been given. The global marketing and advertisement strategies of Mavi Jeans have been thoroughly examined in this study that I have prepared.