GUERILLA AND EMOTIONAL ADVERTISING: CELLOCANLAR EXAMPLE OF THE COMPANY TURKCELL
Journal Title: International Journal of Economics Politics Humanities and Social Sciences - Year 2019, Vol 2, Issue 3
Abstract
Turkcell is the leading brand in Turkey’s GSM sector thanks to the successful marketing and advertising strategies it implements. This research analyses how Turkcell has implemented the different variables of advertising toolsinto a competitive edge in the GSM market and the role of the “Cellocanlar” commercials in this success. In this study, detailed information is provided on Turkcell’s marketing and advertising strategies for the “cellocanlar” commercials. The main purpose of this study is to understand the causes of Turkcell GSM company’s success. The triumph of Turkcell, which created accomplished brand awareness and reaches nearly 50 million customers in Turkey, comes from the usage of children named “Cellocanlar” as a brand figure, who are not potentially GSM users, and who have been acting in different ad formats for nearly 16 years., This study suggests that Cellocanlar took a role in ad campaigns and successfully became the brand figure of Turkcell by wearing cute costumes and acting coherently with Turkish culture and social values. The basic approaches of the study were determined as the successful application of guerrilla and emotional advertising by placing emphasis on the Turkish culture and social values. The hypothesis developed in parallel with this approach provided new perspectives to the literature.
Authors and Affiliations
Alper Bahadır DALMIŞ
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- EP ID EP603584
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