TELEKOMÜNİKASYON ŞİRKETLERİ TARAFINDAN İŞ HAYATINA YÖNELİK HAZIRLANMIŞ REKLAM KAMPANYALARINDAKİ ÇERÇEVELEME ETKİSİNİN İNCELENMESİ: İŞ-TURKCELL ÖRNEĞİ

Yıl 2022, Cilt: 15 Sayı: 39, 1072 - 1093, 15.09.2022

Kader Kızıl Erol , Nihan Tomris Küçün , Sezen Güngör

https://doi.org/10.12981/mahder.1136581

Öz

Telekomünikasyon firmalarının, artan teknolojik gelişmeler ışığında çeşitlendirdikleri hizmetler, nihayet iş hayatına da yansımıştır. Microsoft için yapılan bir araştırmada teknolojiyi etkin kullanan KOBİ’lerin (küçük ve orta ölçekli işletme) satış oranlarının, yeni teknolojiyi benimsemeyen şirketlere nazaran %15 daha hızlı arttığı şeklindeki bulgu, teknolojik çözüm desteklerinin önemini vurgulamaktadır. Dolayısıyla, günümüzde pek çok operatör tarafından hem KOBİ düzeyindeki firmalara hem de büyük ölçekli firmalara teknolojik çözümler sunulmaktadır.
Bu çalışmada, Turkcell tarafından şirketlere sunulan teknolojik çözümleri pazarlamak için hazırlanmış reklamlarının içerik analizi yapılmıştır. Çalışmanın amacı, yapılan içerik analizinde ortaya çıkan çerçeveleme eğilimini belirlemektir. Bu amaçla, Turkcell tarafından gösterime konulan reklamların metinleri incelenmiş ve metinlerde yer alan olumlu-olumsuz çerçeveler saptanmıştır. İlgili analiz harekete geçirici cümleler ve hikayeleştirme tekniği kullanılan reklamlar ekseninde incelenmiş olup markanın genel iletişim stratejisi bağlamında tartışılmıştır.
Elde edilen sonuçlar markanın, hedef kitleye göre özelleştirilen bir iletişim tasarımı gerçekleştirdiğini ve bu kapsamda konumlandırma faaliyetlerini yürüttüğünü ortaya koymaktadır. Markanın yıllar içinde rekabet gücünü temellendirdiği değerler kendi içinde önemli bir uyum ve tutarlılığa sahip bulunmuştur.

Anahtar Kelimeler

Pazarlama İletişimi, Reklam, Çerçeveleme Etkisi, İçerik Analizi, KOBİ

Kaynakça

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