New Advertising Tools and Their Advantages

Topics: Advertising, Coca-Cola, Marketing Pages: 31 (9026 words) Published: September 27, 2014


ISL 353E
Marketing
CRN: 11208
New Advertising Tools

Group 2 Members:
070100008 / İrem Yılmaz
070100015 / Tuğba Aydoğan
070100024 / Saruca Çolakoğlu
070100026 / Mücahit Keskin
070100032 / Umut Gül

THE CONTENT
I. Introduction…………………………………………………………………1 II. New Advertising Tools………………………………………………….2 a. Social Media………………………………………………………………………………………2 b. 3D Advertisement.…………………………………………………………………………….3 c. Online Advertisement……………………………………………………………………….4 d. Online Advertisement Tools………………………………………………………………4 e. E-mail Advertisement………………………………………………………………………..5 f. Billboards…………………………………………………………………………………………..5 g. QR Codes…………………………………………………………………………………………..6 h. Product Placement…………………………………………………………………………….7 III. Company Research……………………………………………………….7 a. Yörsan……………………………………………………………………………………………….7 b. Coca-Cola…………………………………………………………………………………………..9 c. Moova……………………………………………………………………………………………..12 d. Ülker International…………………………………………………………………………..15 e. TAB Gıda………………………………………………………………………………………….19 IV. Conclusion…………………………………………………………………. V. Appendix 1: Questions (English)………………………..………… VI. Appendix 2: Questions (Turkish)………………………..………… VII. Appendix 3: Contact Informations of Companies………… VIII. References………………………………………………………………….

I. Introduction
Technology is carrying new advertising tools a step forward from traditional advertising tools. With the improvements in technology and telecommunication, new advertising tools become the most effective way to find and reach target consumers. Brands become more interactive and transparent. Like any tool, new advertising tools have advantages and disadvantages as well. If the intended advertising tool is used correctly, it lowers investments and responds investments with quick increase in sales. Customization and advertisement-tailoring are another trend in today’s society, therefore making new advertising tools more personal for target customers has great effect on sales. According to today’s advertising and marketing conditions, it is a necessity to provide. Communication management is one of the most crucial requirements in today’s marketing field. If the communication management process does not apply accurately, brand image is influenced negatively. Nowadays, besides the fact that target consumers are exposed to advertising communication, they are becoming a part of the process as well. Another advantage which is brought by new advertising tools is measurement. Measuring the effects of their advertisements is every company’s greatest desire. With online technology and new advertising tools, measurement becomes easier and unbiased. Moreover, measurable advertisements which are provided by new advertising tools enable the observation of return of investment in advertising. Social media channels and e-mail services provide customers easy and interactive communication with companies. Interaction between companies and customers improves quality of products and/or services. In addition to interaction, companies have opportunity to consider customer needs, wants and demands at first hand and answer them in real time. Even usage of social media and the internet advertisements are increasing dramatically; TV commercials and printed ads still reach more people than ever. In this regard, classic TV commercials and printed ads are still more useful and effective for increasing brand recognition. Another consideration about advertising tools is memorability of advertisements. Generally some excellent examples of viral videos stick in customer’s mind and the rest is forgotten quickly. II. New Advertising Tools

a. Social Media
Social media refers to interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. Andreas Kaplan and Michael Haenlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the...

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