Reklam Mal veya hizmet sat\u0131\u015f\u0131n\u0131\u00a0artt\u0131rabilmek amac\u0131yla yay\u0131n ara\u00e7lar\u0131 ile yap\u0131lan bir \u00e7e\u015fit duyuru sistemidir. Yay\u0131n ara\u00e7lar\u0131; elle da\u011f\u0131t\u0131lan\u00a0k\u00e2\u011f\u0131tlar, gazete, dergi, radyo, televizyon, sinema olabilir. Rekl\u00e2m, gazetede bir sat\u0131r veya sayfan\u0131n\u00a0tam\u00e2m\u0131n\u0131 da kaplayabilir. Yirminci as\u0131rda bilhassa ABD\u2019nin tic\u00e2r\u00ee faaliyetleri rekl\u00e2ma ba\u011flanm\u0131\u015ft\u0131r.\u00a0\u0130statistik\u00ee de\u011ferlere g\u00f6re ABD\u2019de senede 15 milyar dolar\u0131n \u00fczerinde bir para rekl\u00e2ma harcanmaktad\u0131r.<\/p>\n
Rekl\u00e2m g\u00e2yesi ya \u00fcr\u00fcn\u00fc tan\u0131tmak veya firmay\u0131 tan\u0131tmak \u015feklinde iki t\u00fcrd\u00fcr. Rekl\u00e2m yap\u0131l\u0131\u015f \u015fekline
\ng\u00f6re de iki t\u00fcrl\u00fcd\u00fcr. Do\u011frudan faaliyet gerektiren rekl\u00e2mlarda \u00fcr\u00fcn\u00fcn hemen sat\u0131\u015f\u0131 veya kupon
\nkar\u015f\u0131l\u0131\u011f\u0131 verilmesi gibi \u00e2cil i\u015flem vard\u0131r. Dolayl\u0131 faaliyet gerektiren rekl\u00e2mlarda ise, okuyucu veya seyirci
\n\u00fczerinde \u00fcr\u00fcn\u00fcn hay\u00e2liyle etki uyand\u0131r\u0131l\u0131r. Perakende sat\u0131c\u0131lar do\u011frudan faaliyetli rekl\u00e2m\u0131 tercih
\nederken; \u00eem\u00e2l\u00e2t\u00e7\u0131lar ve fabrikalar ise, dolayl\u0131 faaliyetli rekl\u00e2m\u0131 tercih ederler.<\/p>\n
Rekl\u00e2m\u0131n ekonomiye faydas\u0131, ekonomide dinamizm ve geni\u015flemeyi d\u00e2vet etmesidir. Rekl\u00e2m ayn\u0131 t\u00fcr
\n\u00fcr\u00fcnleri \u00e7\u0131karan firmalar aras\u0131nda rek\u00e2beti de kam\u00e7\u0131layaca\u011f\u0131 i\u00e7in ekonomiyi olumlu y\u00f6nde etkiler.
\nBir\u00e7ok ki\u015fi rekl\u00e2m\u0131n \u00fcr\u00fcn fiyat\u0131n\u0131 y\u00fckseltece\u011fini zanneder. Halbuki fiyat\u0131 etkileyen iki ana fakt\u00f6r \u00fcretim
\nm\u00e2liyeti ve pazarlama ile talepteki artma veya eksilmedir. Rekl\u00e2m bu iki fakt\u00f6r\u00fc de destekledi\u011fi i\u00e7in
\nfiyat da d\u00fc\u015fer. Rekl\u00e2m\u0131n mill\u00ee gelirle de ba\u011flant\u0131s\u0131 vard\u0131r. Rekl\u00e2m ekonomik kriz veya patlama
\nyapt\u0131racak kadar etkili olmamakla ber\u00e2ber, para darl\u0131\u011f\u0131nda firmalar daha kaliteli mal yapmak s\u00fbretiyle
\nbunu rekl\u00e2m konusu yaparlar. Net\u00eece olarak sat\u0131\u015f da, mal kalitesi de artar. Rekl\u00e2m, gazete, radyo ve
\ntelevizyon gelirlerinin b\u00fcy\u00fck bir k\u0131sm\u0131n\u0131 te\u015fkil eder.<\/p>\n
Rekl\u00e2m, firma taraf\u0131ndan rekl\u00e2m i\u015fleriyle u\u011fra\u015fan ajanslara yapt\u0131r\u0131l\u0131r. Rekl\u00e2m ajanslar\u0131 rekl\u00e2m cinsini
\nmaksada en uygun olacak \u015fekilde se\u00e7erler. Rekl\u00e2m yap\u0131l\u0131rken ressamlar, matbaac\u0131lar, artistler, film
\n\u015firketleri, ara\u015ft\u0131rma kurumlar\u0131ndan da istif\u00e2de edilir. Rekl\u00e2m faaliyetlerini yerine getirmek i\u00e7in \u00e7e\u015fitli
\nyay\u0131n organlar\u0131ndan faydalan\u0131l\u0131r. Bunlar, bas\u0131n (g\u00fcnl\u00fck gazete ve dergiler), radyo, televizyon, sinama
\nve afi\u015flerdir.<\/p>\n
Rekl\u00e2m program\u0131, pazarlama program\u0131na g\u00f6re haz\u0131rlan\u0131r. Rekl\u00e2m haz\u0131rlay\u0131c\u0131 veya rekl\u00e2m ajanslar\u0131n\u0131n
\nrekl\u00e2m kampanyas\u0131nda t\u00e2kip edece\u011fi b\u00e2z\u0131 \u00f6nemli hususlar vard\u0131r. Rekl\u00e2m\u0131 yap\u0131lacak mal\u0131n \u00f6nce kime,
\nnerede pazarlanaca\u011f\u0131n\u0131n incelenmesi gereklidir. Ki\u015filerin bu mala iste\u011fi, b\u00fct\u00fcn mala tem\u00e2y\u00fcl oran\u0131, bu
\nmal\u0131n ki\u015fiyi psikolojik veya ihtiya\u00e7 y\u00f6n\u00fcnden tatmin etme \u00f6zelli\u011fi, rekl\u00e2m\u0131n yap\u0131laca\u011f\u0131 ortamda ki\u015filerin
\nokuma ve dinleme ve seyretme miktar\u0131 en \u00f6nemli inceleme konular\u0131d\u0131r. Rekl\u00e2m\u0131 yap\u0131lan mal\u0131n ikn\u00e2
\nedici, menfaat sa\u011flay\u0131c\u0131 olmas\u0131 l\u00e2z\u0131md\u0131r. Mesel\u00e2 \u00e7ay rekl\u00e2m\u0131 yap\u0131l\u0131rken, \u00e7ay\u0131n s\u0131hhate faydas\u0131, zihni
\na\u00e7t\u0131\u011f\u0131 da dikkate al\u0131n\u0131r. Rekl\u00e2m\u0131n cinsi mala g\u00f6re se\u00e7ilir. Rekl\u00e2m\u0131n ele ald\u0131\u011f\u0131 konu, mal veya servis
\nsatmakt\u0131r.<\/p>\n
Rekl\u00e2m yap\u0131l\u0131rken dikkat edilecek di\u011fer \u00f6nemli bir husus da, yap\u0131lacak rekl\u00e2m\u0131n s\u00fcre ve miktar\u0131d\u0131r. Mal
\nsat\u0131\u015flar\u0131n\u0131 kademeli bir \u015fekilde artt\u0131rmak i\u00e7in zaman zaman rekl\u00e2m yapmak gerekir. Firma bir evvelki
\nsene yapm\u0131\u015f oldu\u011fu sat\u0131\u015f\u0131n, mesel\u00e2 y\u00fczde be\u015fini o sene belli fas\u0131lalarla yapaca\u011f\u0131 rekl\u00e2m
\nharcamalar\u0131na ay\u0131r\u0131r.<\/p>\n
Rekl\u00e2m yap\u0131l\u0131rken istenilen husus okuyucu, dinleyici veya seyircinin en iyi bir \u015fekilde dikkatini
\n\u00e7ekmektir. Rekl\u00e2mda k\u0131sa fakat \u00e7ekici c\u00fcmleler, s\u00f6zler, resimler esast\u0131r. Dekor, renkler, mizanpaj,
\ntelevizyonda ses ve g\u00f6r\u00fcnt\u00fc se\u00e7imi dikkati \u00e7ekecek \u00f6zellikte olmal\u0131d\u0131r. Yaz\u0131l\u0131 rekl\u00e2mda ba\u015fl\u0131k \u00e7ok
\nm\u00fchimdir. Zihinlerde yer etmesi i\u00e7in sesle, yaz\u0131yla ve g\u00f6r\u00fcnt\u00fcyle rekl\u00e2m\u0131 yap\u0131lan mal veya hizmet s\u0131k
\ns\u0131k tekrar edilir.<\/p>\n
Ekonomik ve tic\u00e2r\u00ee olaylar\u0131n paralelinde rekl\u00e2mc\u0131l\u0131k da g\u00fcn\u00fcm\u00fczdeki a\u015famaya gelmi\u015ftir. Bas\u0131n
\nrekl\u00e2mlar\u0131 16. as\u0131rda Almanya, 17. as\u0131rda da \u0130ngiltere\u2019de ba\u015flam\u0131\u015ft\u0131r. \u00dclkemizde ise, 19. asr\u0131n
\nortalar\u0131nda rastlan\u0131r. \u00dclkemizde rekl\u00e2mc\u0131l\u0131\u011f\u0131n ba\u015flama ve geli\u015fmesinde bas\u0131n ara\u00e7lar\u0131n\u0131n \u00f6nemli yeri
\nvard\u0131r. 1945\u2019lerde toplam gazete ve dergi bask\u0131s\u0131 200.000 dolay\u0131ndayken, b\u00fct\u00fcn bas\u0131n\u0131n rekl\u00e2mlardan
\nsa\u011flad\u0131\u011f\u0131 gelir 750.000 liraya yakla\u015fm\u0131\u015ft\u0131. G\u00fcn\u00fcm\u00fczde g\u00fcnl\u00fck gazetelerin toplam bask\u0131s\u0131 2,5 il\u00e2 3,5
\nmilyon aras\u0131ndad\u0131r. Rekl\u00e2m geliriyse milyarlarla if\u00e2de edilmektedir. Bu, bize rekl\u00e2m harcamalar\u0131n\u0131n
\n\u00f6nemli bir d\u00fczeyde oldu\u011funu g\u00f6stermektedir.<\/p>\n
Bat\u0131 Avrupa \u00fclkelerinde 1950\u2019lerde ba\u015flayan bas\u0131n-televizyon rek\u00e2beti ve rekl\u00e2m pay\u0131n\u0131 artt\u0131rma
\nm\u00fcc\u00e2delesi, \u00fclkemizde 1972 y\u0131l\u0131nda televizyonun rekl\u00e2m kabul etmeye ba\u015flamas\u0131yla yo\u011funluk
\nkazanm\u0131\u015f ve 1973 y\u0131l\u0131nda bas\u0131n organlar\u0131n\u0131n televizyon rekl\u00e2mlar\u0131na kar\u015f\u0131 \u00e7\u0131kmalar\u0131na kadar varm\u0131\u015ft\u0131r.
\nAncak, bas\u0131n\u0131n rekl\u00e2m gelirinde mutlak bir d\u00fc\u015fme g\u00f6r\u00fclmedi\u011finden, g\u00fcn\u00fcm\u00fczde bu m\u00fcc\u00e2delenin
\netkinli\u011fini kaybetmeye ba\u015flad\u0131\u011f\u0131n\u0131 s\u00f6yleyebiliriz.<\/p>\n
\u00dclkemizde ilk radyo istasyonu 1927 y\u0131l\u0131nda hizmete girmi\u015ftir. Bunu 1938 y\u0131l\u0131nda kurulan Ankara ve
\n1949\u2019da kurulan \u0130stanbul radyolar\u0131 t\u00e2kip etmi\u015ftir. Radyolar\u0131n rekl\u00e2m kabul etmeye ba\u015flamalar\u0131 ancak
\n27.1.1951 t\u00e2rih ve 3\/12\/402 say\u0131l\u0131 Bakanlar Kurulu Kararn\u00e2mesiyle m\u00fcmk\u00fcn olabilmi\u015ftir. Radyo
\nrekl\u00e2mc\u0131l\u0131\u011f\u0131n\u0131n as\u0131l geli\u015fimi, 1964 y\u0131l\u0131nda TRT Kurumu olu\u015fturulduktan sonra ba\u015flam\u0131\u015ft\u0131r.
\nGer\u00e7ekten TRT d\u00f6neminin ilk y\u0131llar\u0131nda radyo yay\u0131n s\u00fcrelerinin h\u0131zla artmas\u0131, g\u00fc\u00e7l\u00fc vericilerin hizmete
\nsokulmas\u0131 sonucu rekl\u00e2ma olan talep b\u00fcy\u00fck oranda artm\u0131\u015f ve b\u00e2z\u0131 bas\u0131n rekl\u00e2mlar\u0131n\u0131n da radyoya
\nkaymas\u0131na yol a\u00e7m\u0131\u015ft\u0131r. Dolay\u0131s\u0131yla T\u00fcrkiye Radyolar\u0131n\u0131n toplam rekl\u00e2m gelirlerinde b\u00fcy\u00fck art\u0131\u015flar
\ng\u00f6r\u00fclm\u00fc\u015ft\u00fcr. Fakat televizyonun 1972\u2019de rekl\u00e2m almaya ba\u015flamas\u0131yla birlikte, radyo ikinci pl\u00e2nda
\nkalm\u0131\u015f ve rekl\u00e2m gelirleri giderek azalan oranlarda art\u0131\u015f g\u00f6stermi\u015ftir. \u0130lk kez 1975\u2019te bir \u00f6nceki y\u0131l\u0131n
\nd\u00fczeyinin de alt\u0131na inmi\u015ftir.<\/p>\n
Radyo rekl\u00e2m gelirlerindeki azalman\u0131n nedenleri; televizyonun rekl\u00e2m yay\u0131nlar\u0131na ba\u015flamas\u0131 ve
\n\u00f6zellikle radyoda ak\u015fam saatlerinde yay\u0131nlanan rekl\u00e2mlar\u0131n televizyon yay\u0131n saatine rastlamas\u0131d\u0131r.
\nAyr\u0131ca, hemen her y\u0131l radyo rekl\u00e2m \u00fccretlerine televizyonla birlikte y\u00fcksek oranlarda zam yap\u0131lmas\u0131 da
\nbunu etkilemektedir.<\/p>\n
\u00dclkemizde televizyon, 1968 y\u0131l\u0131nda TRT Ankara Televizyonunun deneme yay\u0131nlar\u0131yla ba\u015flam\u0131\u015ft\u0131r. K\u0131sa
\ns\u00fcrede geli\u015ferek g\u00fcn\u00fcm\u00fczde T\u00fcrkiye\u2019nin hemen her y\u00f6resinden rahatl\u0131kla izlenebilen geni\u015f bir yay\u0131n
\nalan\u0131na kavu\u015fmu\u015ftur.<\/p>\n
1972 Mart ay\u0131ndan \u00eetib\u00e2ren rekl\u00e2m ara\u00e7lar\u0131 aras\u0131nda yerini alan televizyon; ayn\u0131 y\u0131l rekl\u00e2mlardan 35
\nmilyon lira gelir sa\u011flam\u0131\u015ft\u0131r. 1978 y\u0131l\u0131nda bu rakam 1.200 milyon liraya ula\u015fm\u0131\u015ft\u0131r.
\n1990\u2019dan \u00eetib\u00e2ren \u00f6zel televizyon kanallar\u0131n\u0131n da yay\u0131na ba\u015flamalar\u0131 ile rekl\u00e2m pastas\u0131ndan pay
\nkapma yar\u0131\u015f\u0131 h\u0131zlanm\u0131\u015f, bunun neticesinde trilyonlarca lira rekl\u00e2ma harcanm\u0131\u015ft\u0131r. Bunun yan\u0131nda
\nrekl\u00e2mla \u00e2n\u0131nda pazarlama yay\u0131nlar\u0131 da devreye girmi\u015ftir.<\/p>\n
Televizyon, etkinli\u011fi olduk\u00e7a y\u00fcksek bir rekl\u00e2m ileti\u015fim arac\u0131d\u0131r. Bunun sebepleri, televizyonun
\n\u00fclkemizde yeni bir ara\u00e7 olmas\u0131, izleyicilerin ilgisini \u00e7ekmesi ve dolay\u0131s\u0131yla yay\u0131n alan\u0131n\u0131n h\u0131zla
\ngeni\u015flemesidir. Televizyonun bu \u00f6zelli\u011finden dolay\u0131, genel olarak 1970\u2019lerden sonra rekl\u00e2m
\ngelirlerinde g\u00f6r\u00fclen art\u0131\u015f sepeplerini \u015fu \u015fekilde s\u0131ralayabiliriz:<\/p>\n
1. Okuma yazma oran\u0131n\u0131n olduk\u00e7a d\u00fc\u015f\u00fck ve okuma al\u0131\u015fkanl\u0131\u011f\u0131n\u0131n \u00e7ok az oldu\u011fu \u00fclkemizde, kulak ve
\ng\u00f6ze y\u00f6nelen kitle ileti\u015fim ara\u00e7lar\u0131nda yay\u0131nlanan rekl\u00e2mlar\u0131n etkinli\u011finin y\u00fcksek olaca\u011f\u0131 g\u00f6r\u00fc\u015f\u00fcn\u00fcn
\nrekl\u00e2m veren firmalarca benimsenmesi.
\n2. Televizyona kar\u015f\u0131 halk\u0131n g\u00f6sterdi\u011fi ilgiden dolay\u0131, \u00e7e\u015fitli yetersizlikleri olmas\u0131na ra\u011fmen rekl\u00e2mlar\u0131n
\nduyuruyu sa\u011flamak yoluyla, t\u00fcketiciler \u00fczerinde talep artt\u0131r\u0131c\u0131 etki yapmas\u0131 ve \u00f6zellikle dayan\u0131ks\u0131z
\nt\u00fcketim mallar\u0131 bak\u0131m\u0131ndan bu etkilerini k\u0131sa s\u00fcrede g\u00f6stermesi.
\n3. T\u00fcrkiye\u2019deki enflasyonist ortam sebebiyle, rekl\u00e2m t\u00e2rifelerinde y\u00fckselmeler olmas\u0131na ra\u011fmen,
\nrekl\u00e2mlar\u0131n artmaya devam etmesi.
\n4. Televizyon rekl\u00e2mlar\u0131nda g\u00f6steri\u015f etkisinin y\u00fcksek olmas\u0131 sonucu, zaman zaman ayn\u0131 mallar\u0131 \u00fcreten
\nfirmalar\u0131n prestij yar\u0131\u015fmas\u0131na girmeleridir.<\/p>\n","protected":false},"excerpt":{"rendered":"
Reklam Mal veya hizmet sat\u0131\u015f\u0131n\u0131\u00a0artt\u0131rabilmek amac\u0131yla yay\u0131n ara\u00e7lar\u0131 ile yap\u0131lan bir \u00e7e\u015fit duyuru sistemidir. Yay\u0131n ara\u00e7lar\u0131; elle da\u011f\u0131t\u0131lan\u00a0k\u00e2\u011f\u0131tlar, gazete, dergi, radyo, televizyon, sinema olabilir. Rekl\u00e2m, gazetede bir sat\u0131r veya sayfan\u0131n\u00a0tam\u00e2m\u0131n\u0131…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,22],"tags":[998],"class_list":["post-3636","post","type-post","status-publish","format-standard","hentry","category-eglence","category-toplum","tag-reklam"],"_links":{"self":[{"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/posts\/3636"}],"collection":[{"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3636"}],"version-history":[{"count":5,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/posts\/3636\/revisions"}],"predecessor-version":[{"id":8625,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=\/wp\/v2\/posts\/3636\/revisions\/8625"}],"wp:attachment":[{"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3636"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3636"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ilkkimbuldu.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3636"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}