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Internet Reklamciligi ve Internet Reklami Olcumlenmesi Uzerine Bir Uygulama

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Author Info

  • Ipek Altinbasak

    ()
    (Bahcesehir Universitesi, Isletme Fakultesi)

  • Eyup Sinan Karaca

    (Teke tek A.S.,On-line Satis)

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    Abstract

    Pazarlama karmasi icindeki en onemli tutundurma araclarindan bir tanesi suphesiz ki reklamdir. Kitle iletisim araclarinin etkisinin azalmasi pazarlamacilari geleneksel reklam mecralarindan farkli, yeni reklam mecralari bulmaya ve kullanmaya itmektedir. Teknolojinin gelismesiyle birlikte ortaya cikan en onemli mecralardan biri de buyuk bir hizla gelisen ve reklam pazarindan aldigi payi yukselten Internettir. Internet reklamlarini geleneksel mecralardaki reklamlardan ayiran en onemli ozellikler arasinda interaktif olusu, kisiye ozel olabilirligi ve olculebilirligi sayilabilir. Internet, reklam verene, reklam faaliyetinin sonuclarini olcumleyebilme; kac kisiye ne zaman ve ne siklikta ulasildigi, hedef kitlenin beklentileri ve Internet aliskanliklari gibi geleneksel reklam mecralari araciligiyla erisilmesi zor bilgilere daha hizli ve az maliyetle ulasabilme imkani saglamaktadir. Bu bilgiler isiginda daha sonraki reklam faaliyetleri, hedef kitleye ve hatta bireylere ozel olarak hizli ve etkin bir sekilde duzenlenebilmektedir. Sagladigi bu avantajlar ve dunyadaki yayginlasan kullanimi, Internet reklamciliginin artan bir ivme ile buyuyecegini isaret etmektedir. Bu calismada Internet reklamciliginin tarihi ve gelisimi hakkinda bilgi verilmis ve olcumleme yontemleri aciklanmistir. Ayrica, olcumleme konusunda mevcut sistemler arasinda en kesin sonuclari veren “GOOGLE Ad-Words” reklam platformu tanitilmistir. Uygulama olarak, Internet reklamciliginin olcumlemesine bir ornek saglamak amaci ile www.artyourself.com sitesi icin bir reklam kampanyasi olusturulmustur. Bu kampanyanin bir aylik verileri incelenerek, sonuclari degerlendirilmis ve yurutulen bu reklam kampanyasinin etkinligini artirmak uzere oneriler getirilmistir.

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    Bibliographic Info

    Article provided by Ege University Faculty of Economics and Administrative Sciences in its journal Ege Academic Review.

    Volume (Year): 9 (2009)
    Issue (Month): 2 ()
    Pages: 462-487

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    Handle: RePEc:ege:journl:v:9:y:2009:i:2:p:462-487

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    Web page: http://iibf.ege.edu.tr/ENG/
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    Related research

    Keywords: Internet reklamciligi; Internet reklamciliginin olculebilirligi; Internet reklamlari; Google AD-Words.;

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