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
Keywords
Related Articles
- EP ID EP603584
- DOI -
- Views 129
- Downloads 0
CUMHURİYETİN İLK YILLARINDA BÜYÜK ŞİİRLERİN ‘KÜÇÜK ADAMI’: MUZAFFER TAYYİP USLU VE DÖNEM EKONOMİSİNE AYNA TUTAN ŞİİRLERİ
Muzaffer Tayyip Uslu, who lived between 1922 and 1946, has embraced the great poems that mirror the economy can cultural structure of the period to the short life span that corres ponds to the child hood of the new 'nati...
GUERILLA AND EMOTIONAL ADVERTISING: CELLOCANLAR EXAMPLE OF THE COMPANY TURKCELL
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...
GELENEKSEL EKOLOJİK İKTİSAT YAKLAŞIMLARI
Ekolojik iktisat, olguları ele alış biçimi gereği birçok farklı alanla işbirliği yapabilmekte veya farklı bilim dallarının yöntemlerini kullanabilmektedir. Bu sebeple ekolojik iktisat altında birçok farklı yöntemi benims...
YENİ DÜNYA DÜZENİNDE SANAL PARA BİTCOİN’İN DEĞERLENDİRİLMESİ
Yaygınlaşan internet kullanımı geleneksel ticaret kavramında değişikliklere neden olup hayatımıza yeni uygulamalar ve yeni kavramlar kazandırmıştır. Bu uygulamalardan biri de e-ticarettir. E-ticaretle birlikte insanlar p...
TERÖRİZM VE MAKROEKONOMİ: AVRASYA ÜLKELERİ ÜZERİNE BİR İNCELEME
The relationship between terrorist incidents, inflation rate, unemployment rate, per capita GDP, export rate and import rate for Eurasian countries Ukraine, Moldova, Georgia, Kyrgyzstan, Kazakhstan, Tajikistan, Azerbaija...