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MARKETING AS A TOOL FOR ADVERTISING: A STUDY ON NEWSPAPER ADVERT?SEMENTS ?N RAMADAN

Abstract

Author(s): Nesrin CANPOLAT, Adem ÖZKISAÇ

This article aim to pursued how much space they give for advertising of marketing which took into account the characteristics of month of Ramadan spiritual dimensions, keep alive values and traditions with other promotion mix in our country by founded locally institutions of global companies operating in Turkey. Accordingly, published between the years 2013-2014 and highest circulation of first three newspapers; Zaman, Posta and Hürriyet scanned the advertisements were examined on the basis of content analysis and has reached the following conclusions. 2013 and 2014 were examined, in 2013, when the total number of advertising in total broadcast 1279, in 2014 that number dropped to 1182. When examined distribution by sector of advertiser, the number of ads in electronics, led by the tourism and food industry was observed. Visual and linguistic symbols of Ramadan, corporate name, corporate logos, hasn’t been shown and take place as product and services. These data are primarily demonstrated, institution`s products / services, corporate names and institutions visuals promote to target audiences and to adopt them. When analyzed by industry sector in the frequency of use visual and linguistic icon with the values of Ramadan showed that most highlighted sectors of food and electronics. In terms of expenditure movements in Turkey, Ramadan is a very important period and because it is connected to the kitchen and summer of Ramadan visual and linguistic symbols, corporate name, corporate logos, as product and service rates has been shown to take place. These data are primarily institutions products / services, corporate names and institutions visuals target audience’s promotion and adopt the purpose they pursue to demonstrate. Visual and linguistic icon with the values of Ramadan when analyzed by industry sector in the frequency of use showed that most highlighted sectors of food and electronics. In terms of expenditure movements in Turkey Ramadan is a very important period which is 20%; more than average by one month for a period that we continue to keep spending and it is thought that led the electronic tool in this respect because it is connected to the kitchen and summer.

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