Author(s): Murat SEZG?N, Kübra TEL?NGÜN

For years both marketing and advertising professionals are trying to find the best way to offer a product to the target group. In order to reach this goal there were many experiments held. The main motivation for these experiments was to get an idea about the consumers and their preferences. Consumer attitudes towards a product can be affected by strategic communication sources. Especially in advertising using strategic communication helps advertising practitioners a lot. Because before offering a product to the target group their preferences, the weak and strong sides, cultural identity, etc. should be known well. Then advertising shows itself. The easiest way to reach consumers is to understand them. And a strategy shows how to do it. Strategies are for guiding and in communication they illuminate the message. They make it clear for the audience. The effecting and guiding side of strategies makes them important. For decades experiments on definition and application of strategies in communication and advertising areas gained importance. For that purpose this study deals both with the theoretical frames and some case studies to show how strategic communication is implemented in advertising.


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