{"id":6045,"date":"2023-10-16T17:04:39","date_gmt":"2023-10-16T14:04:39","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=6045"},"modified":"2023-10-17T02:11:04","modified_gmt":"2023-10-16T23:11:04","slug":"creative-message-strategies-used-in-the-digital-advertisements-a-content-analysis-in-the-context-of-the-six-segment-message-strategy-wheel","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/creative-message-strategies-used-in-the-digital-advertisements-a-content-analysis-in-the-context-of-the-six-segment-message-strategy-wheel","title":{"rendered":"Dijital Reklamlarda Ba\u015fvurulan Yarat\u0131c\u0131 Mesaj Stratejileri: Alt\u0131 Segmentli Mesaj Stratejisi \u00c7ark\u0131 Ba\u011flam\u0131nda Bir \u0130\u00e7erik Analizi"},"content":{"rendered":"

<\/p>\n\n\n\n\n
Makale Bilgileri<\/td>\n<\/tr>\n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nDijital Reklamlarda Ba\u015fvurulan Yarat\u0131c\u0131 Mesaj Stratejileri: Alt\u0131 Segmentli Mesaj Stratejisi \u00c7ark\u0131 Ba\u011flam\u0131nda Bir \u0130\u00e7erik Analizi<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nSelin K\u00f6ksal Ara\u00e7<\/td>\n<\/tr>\n
Cilt:<\/td>\n14<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n4<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2023<\/td>\n<\/tr>\n
Sayfa:<\/td>\n541-556<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2023.430<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Bu \u00e7al\u0131\u015fma kapsam\u0131nda 2017-2022 y\u0131llar\u0131 aras\u0131nda YouTube Ads Leaderboard T\u00fcrkiye\u2019de listelenen en \u00e7ok ilgi g\u00f6ren reklamlar i\u00e7erik analizi tekni\u011fiyle incelenmi\u015ftir. T\u00fcketiciler taraf\u0131ndan en \u00e7ok ilgi g\u00f6ren reklam i\u00e7erikleri, \u201calt\u0131 segmentli mesaj stratejisi \u00e7ark\u0131\u201dna dayal\u0131 olarak analiz edilmi\u015ftir. Dijital reklamlar; (1) rasyonel, (2) ani geli\u015fen ihtiya\u00e7, (3) rutin olmak \u00fczere bilgilendirici mesaj stratejileri ve (4) duyusal, (5) sosyal, (6) ego olmak \u00fczere d\u00f6n\u00fc\u015f\u00fcmsel mesaj stratejileri \u00e7er\u00e7evesinde incelenmi\u015ftir. Ara\u015ft\u0131rma bulgular\u0131, en \u00e7ok ilgi g\u00f6ren dijital reklamlarda en fazla rasyonel, sosyal, duyusal ve ego alt stratejilerine ba\u015fvuruldu\u011funu; markalar\u0131n yarat\u0131c\u0131 ana mesaj stratejilerinden ise d\u00f6n\u00fc\u015f\u00fcmsel stratejiye a\u011f\u0131rl\u0131k verdiklerini g\u00f6stermektedir. En \u00e7ok izlenen dijital reklamlar\u0131n en belirgin \u00f6zelliklerinden birisi de m\u00fczi\u011fin etkin kullan\u0131m\u0131d\u0131r. Yarat\u0131c\u0131 mesaj stratejisi ile uyumlu ve hedef kitlenin ilgisini \u00e7eken nitelikteki ritimsel \u00f6\u011feler pop\u00fcler dijital reklamlarda \u00f6n plana \u00e7\u0131kmaktad\u0131r. Ara\u015ft\u0131rma bulgular\u0131, de\u011fi\u015fen reklamc\u0131l\u0131\u011f\u0131n temel \u00f6zelliklerini tan\u0131mlamak ve t\u00fcketicilerin en \u00e7ok ilgi g\u00f6sterdi\u011fi dijital reklamlardaki e\u011filimleri belirlemek bak\u0131m\u0131ndan \u00f6nem arz etmektedir.<\/td>\n<\/tr>\n
\n
\n\n\n\n\n
Anahtar Kelimeler:<\/td>\nDijital Reklam, YouTube Reklamlar\u0131, Alt\u0131 Segmentli Mesaj Stratejisi \u00c7ark\u0131, Yarat\u0131c\u0131 Mesaj Stratejisi, \u0130\u00e7erik Analizi<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\n
\n\n\n\n
JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nM31, M37<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\r\n \r\n
\r\n \"https:\/\/www.berjournal.com\/tr\/wp-content\/uploads\/icons\/pdf.gif\"\r\n <\/td>\r\n \r\n \r\nTam Metin\r\n<\/b> ( \u2193<\/span> 2064)<\/a> <\/td>\r\n <\/tr>\r\n<\/table>Tam Metin\r\n<\/b> ( \u2193<\/span> 2064)<\/a> <\/td>\r\n <\/tr>\r\n<\/table><\/p>\n
<\/div>\n

<\/path><\/svg><\/i> \"Loading\"<\/p>\n

<\/div>","protected":false},"excerpt":{"rendered":"

Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: Dijital Reklamlarda Ba\u015fvurulan Yarat\u0131c\u0131 Mesaj Stratejileri: Alt\u0131 Segmentli Mesaj Stratejisi \u00c7ark\u0131 Ba\u011flam\u0131nda Bir \u0130\u00e7erik Analizi Yazar(lar): Selin K\u00f6ksal Ara\u00e7 Cilt: 14 Say\u0131: 4 Y\u0131l: 2023 Sayfa: 541-556 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2023.430 \u00d6z Bu \u00e7al\u0131\u015fma kapsam\u0131nda 2017-2022 y\u0131llar\u0131 aras\u0131nda YouTube Ads Leaderboard T\u00fcrkiye\u2019de listelenen en […]<\/p>\n

<\/div>\n

<\/path><\/svg><\/i> \"Loading\"<\/p>\n

<\/div>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,1,7],"tags":[],"class_list":["post-6045","post","type-post","status-publish","format-standard","hentry","category-makale","category-manuscript","category-manuscript2"],"a3_pvc":{"activated":true,"total_views":214,"today_views":0},"_links":{"self":[{"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/posts\/6045","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/comments?post=6045"}],"version-history":[{"count":0,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/posts\/6045\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/media?parent=6045"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/categories?post=6045"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.berjournal.com\/tr\/wp-json\/wp\/v2\/tags?post=6045"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}