{"id":6851,"date":"2012-04-08T11:40:12","date_gmt":"2012-04-08T11:40:12","guid":{"rendered":"http:\/\/atif.unaldi.org\/blog\/2012\/04\/08\/mediacat-pelin-ozkanin-yazisi\/"},"modified":"2012-04-08T11:40:12","modified_gmt":"2012-04-08T11:40:12","slug":"mediacat-pelin-ozkanin-yazisi","status":"publish","type":"post","link":"http:\/\/atif.unaldi.org\/blog\/2012\/04\/08\/mediacat-pelin-ozkanin-yazisi\/","title":{"rendered":"MediaCat Pelin Ozkan&#8217;in yazisi"},"content":{"rendered":"<p><a href=\"http:\/\/mediacatonline.com\/Home\/YazarDetay?haberid=54847\">http:\/\/mediacatonline.com\/Home\/YazarDetay?haberid=54847<\/a><\/p>\n<p>Bir\u00e7ok sanat\u00e7\u0131ya esin kayna\u011f\u0131 olan, pop\u00fcler k\u00fclt\u00fcr\u00fcn ayr\u0131lmaz bir par\u00e7as\u0131 haline gelen reklamlar ayn\u0131 zamanda genel k\u00fclt\u00fcrel iklimi de \u00f6nemli \u00f6l\u00e7\u00fcde \u015fekillendiriyor. Malum, dilimizden reklam cing\u0131llar\u0131, akl\u0131m\u0131zdan reklam sloganlar\u0131, sohbetlerimizden reklam esprileri eksilmiyor.<\/p>\n<p>Reklamc\u0131lar hizmet verdikleri \u00fcr\u00fcn ve markalar\u0131 anlamak ad\u0131na say\u0131s\u0131z ara\u015ft\u0131rma yapt\u0131rarak, kalitatif ve kantitatif<br \/>\nde\u011ferlendirmelere ba\u015fvurarak, toplumu sosyo-ekonomik stat\u00fc gruplar\u0131na ay\u0131rarak, insanlar\u0131 demografik ve psikografik profiller alt\u0131nda tasnif edip i\u00e7g\u00f6r\u00fcler geli\u015ftirirek kitle davran\u0131\u015flar\u0131n\u0131 etkilemeye ve y\u00f6netmeye \u00e7al\u0131\u015f\u0131rlar.<\/p>\n<p>\u0130ki y\u0131l \u00f6nce soludu\u011fumuz k\u00fclt\u00fcrel atmosferi yaratan en \u00f6nemli akt\u00f6rler aras\u0131nda yer alan reklam yarat\u0131c\u0131lar\u0131n\u0131n kim<br \/>\nolduklar\u0131n\u0131 anlamak amac\u0131yla Era Research i\u015fbirli\u011fi ile bir ara\u015ft\u0131rma yapm\u0131\u015ft\u0131k. Bu y\u0131l yine Era Research i\u015fbirli\u011fi ile ara\u015ft\u0131rmay\u0131 tekrarlad\u0131k. Amac\u0131m\u0131z iki y\u0131lda ger\u00e7ekle\u015fen de\u011fi\u015fiklikleri anlamakt\u0131.<\/p>\n<p><strong>KADIN YARATICI SAYISI AZALMI\u015e<br \/>\n<\/strong>En b\u00fcy\u00fck 54 ajanstan toplam 352 ki\u015fiye soru formu g\u00f6nderildi. Anketi \u00fc\u00e7 g\u00fcnde 46 art direkt\u00f6r ve grafik tasar\u0131mc\u0131, 44 reklam yazar\u0131, 42 kreatif direkt\u00f6r ve grup lideri, sekiz stratejik planlama direkt\u00f6r\u00fc olmak \u00fczere 140 ki\u015fi yan\u0131tlad\u0131. Reklam yarat\u0131c\u0131lar\u0131n\u0131n ya\u015f ortalamas\u0131 34.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"\" width=\"118\" height=\"266\" src=\"http:\/\/80.93.212.254:85\/UserImages\/image\/0(115).jpg\" \/><\/p>\n<p>Reklam yarat\u0131c\u0131lar\u0131n\u0131n y\u00fczde 92,8\u2019i \u00fcniversite mezunu. Dikkat \u00e7eken b\u00f6l\u00fcmler ise grafik tasar\u0131m (y\u00fczde 30,7) ileti\u015fim<br \/>\nfak\u00fcltesi (y\u00fczde 20,7) i\u015fletme (y\u00fczde 5,7).<\/p>\n<p>\u0130ki y\u0131l \u00f6nce reklam yarat\u0131c\u0131lar\u0131n\u0131n 35,8\u2019i kad\u0131n, y\u00fczde 64,2\u2019si ise erkekti. Bu y\u0131l yapt\u0131\u011f\u0131m\u0131z ara\u015ft\u0131rmada erkek n\u00fcfusunun olduk\u00e7a artt\u0131\u011f\u0131n\u0131 g\u00f6r\u00fcyoruz (73,6). Sekt\u00f6rdeki yarat\u0131c\u0131lar\u0131n neredeyse d\u00f6rtte \u00fc\u00e7\u00fc erkek. \u0130ki y\u0131l i\u00e7inde ya\u015fanan en b\u00fcy\u00fck de\u011fi\u015fiklik sekt\u00f6r\u00fcn daha da erkek egemen hale gelmi\u015f olmas\u0131. Reklam yarat\u0131c\u0131lar\u0131n\u0131n ortalama reklamc\u0131l\u0131k deneyimi ise 10 y\u0131l.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"\" width=\"225\" height=\"166\" src=\"http:\/\/80.93.212.254:85\/UserImages\/image\/00(58).jpg\" \/><\/p>\n<p><strong>REKLAMCILARIN \u00c7O\u011eU MUTLU<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"\" width=\"279\" height=\"107\" src=\"http:\/\/80.93.212.254:85\/UserImages\/image\/0000(11).jpg\" \/><\/p>\n<p><\/strong>Bu say\u0131daki kapak konumuzun \u2018mutluluk\u2019 olmas\u0131 nedeniyle reklamc\u0131lara \u00e7al\u0131\u015f\u0131rken mutlu olup olmad\u0131klar\u0131n\u0131 sorduk. \u0130\u015fi gere\u011fi mutluluk pe\u015finde ko\u015fan, mutlulu\u011fun nedenlerini anlamaya \u00e7al\u0131\u015farak t\u00fcketicilere markalar\u0131n\u0131n mutluluk vaatlerini iletmek i\u00e7in u\u011fra\u015fan reklam yarat\u0131c\u0131lar\u0131 b\u00fcy\u00fck oranda mutlu. \u00c7al\u0131\u015f\u0131rken en mutlu olduklar\u0131 anlar ise<\/p>\n<p>iyi, yeni, do\u011fru bir fikir bulduklar\u0131 zamanlar.<\/p>\n<p><strong>SABAH \u0130LK G\u0130R\u0130LEN S\u0130TELER<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"\" width=\"217\" height=\"211\" src=\"http:\/\/80.93.212.254:85\/UserImages\/image\/000(26).jpg\" \/><\/p>\n<p><\/strong>\u0130ki y\u0131l \u00f6nceki ara\u015ft\u0131rmada Facebook ve <a href=\"http:\/\/hurriyet.com.tr\">hurriyet.com.tr<\/a> reklam yarat\u0131c\u0131lar\u0131n\u0131n sabah ilk girdikleri iki siteydi. Twitter kullan\u0131m\u0131 azd\u0131. \u0130ki y\u0131l i\u00e7inde reklamc\u0131lar aras\u0131ndaki Twitter kullan\u0131m oran\u0131 olduk\u00e7a y\u00fckselmi\u015f ve ikinci s\u0131raya yerle\u015fmi\u015f.<\/p>\n<p><strong>D\u00dcZENL\u0130 OLARAK \u0130ZLENEN GAZETELER<br \/>\n<\/strong>Reklam yarat\u0131c\u0131lar\u0131n\u0131n gazete izleme al\u0131\u015fkanl\u0131klar\u0131nda hemen hemen hi\u00e7 bir de\u011fi\u015fiklik olmam\u0131\u015f. H\u00fcrriyet ve Radikal ilk<br \/>\niki s\u0131rada. Onlar\u0131 Milliyet, Habert\u00fcrk ve Sabah izliyor.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" alt=\"\" width=\"282\" height=\"263\" src=\"http:\/\/80.93.212.254:85\/UserImages\/image\/00000(8).jpg\" \/><\/p>\n<p><strong>D\u00dcZENL\u0130 OLARAK \u0130ZLENEN DERG\u0130LER<br \/>\n<\/strong>D\u00fczenli olarak izlenen dergiler aras\u0131nda MediaCat a\u00e7\u0131k ara \u00f6nde. Listenin \u00fcst s\u0131ralar\u0131nda Archive, Wired ve Novum\u2019un olmas\u0131 mesleki geli\u015fime y\u00f6nelik dergilere ciddi bir ilgi oldu\u011funu g\u00f6steriyor. Mizah dergilerine y\u00f6nelik ilgi de \u00e7ok b\u00fcy\u00fck. Uykusuz ve Penguen de d\u00fczenli takip edilen dergiler aras\u0131nda.<\/p>\n<p><strong>REKLAMCILAR EDEB\u0130YATTAN HO\u015eLANIYOR<br \/>\n<\/strong>Bir ay i\u00e7erisinde ka\u00e7 kitap okuyorsunuz sorusuna gelen yan\u0131tlar reklam yarat\u0131c\u0131lar\u0131n\u0131n daha \u00e7ok edebiyattan ho\u015fland\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Ayda ortalama 1,8 hikaye, roman ve \u015fiir kitab\u0131, 1,3 i\u015f ile ilgili kitap okunurken 0,9 ki\u015fisel geli\u015fim kitab\u0131 okunuyor.<\/p>\n<p>Atif UNALDI<br \/>\nEmail : \u200eatifunaldi<br \/>\natif.unaldi<br \/>\natif.unaldi<br \/>\nTel : +90 (549) 745 94 50<br \/>\n<a href=\"http:\/\/atifunaldi.info\">http:\/\/atifunaldi.info<\/a><br \/>\nIM : atifunaldi \u200f Google Talk<br \/>\n<a href=\"http:\/\/www.facebook.com\/atif.unaldi\">http:\/\/www.facebook.com\/atif.unaldi<\/a><\/p>\n<p>(sent from my iphone)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>http:\/\/mediacatonline.com\/Home\/YazarDetay?haberid=54847 Bir\u00e7ok sanat\u00e7\u0131ya esin kayna\u011f\u0131 olan, pop\u00fcler k\u00fclt\u00fcr\u00fcn ayr\u0131lmaz bir par\u00e7as\u0131 haline gelen reklamlar ayn\u0131 zamanda genel k\u00fclt\u00fcrel iklimi de \u00f6nemli \u00f6l\u00e7\u00fcde \u015fekillendiriyor. Malum, dilimizden reklam cing\u0131llar\u0131, akl\u0131m\u0131zdan reklam sloganlar\u0131, sohbetlerimizden reklam esprileri eksilmiyor. Reklamc\u0131lar&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-6851","post","type-post","status-publish","format-standard","hentry","category-blogum"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>MediaCat Pelin Ozkan&#039;in yazisi - At\u0131f \u00dcnald\u0131<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/atif.unaldi.org\/blog\/2012\/04\/08\/mediacat-pelin-ozkanin-yazisi\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MediaCat Pelin Ozkan&#039;in yazisi - At\u0131f \u00dcnald\u0131\" \/>\n<meta property=\"og:description\" content=\"http:\/\/mediacatonline.com\/Home\/YazarDetay?haberid=54847 Bir\u00e7ok sanat\u00e7\u0131ya esin kayna\u011f\u0131 olan, pop\u00fcler k\u00fclt\u00fcr\u00fcn ayr\u0131lmaz bir par\u00e7as\u0131 haline gelen reklamlar ayn\u0131 zamanda genel k\u00fclt\u00fcrel iklimi de \u00f6nemli \u00f6l\u00e7\u00fcde \u015fekillendiriyor. Malum, dilimizden reklam cing\u0131llar\u0131, akl\u0131m\u0131zdan reklam sloganlar\u0131, sohbetlerimizden reklam esprileri eksilmiyor. 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