Burcu Öksüz

New opportunities in social media for ad-restricted alcohol products: The case of ‘Yeni Rakı’

The rapid diffusion and technological evolution experienced in the new format of the Internet, particularly social media, have forced many brands to keep pace with this ongoing process in order to engage with their customers. Social media utilize multiple Internet-based communication platforms, including, but not limited to, blogs and social networking sites. This paper aims to examine how social media can be used to interact with consumers in the case of ad-restricted alcohol products, providing a case study from Turkey. The explored case provides an example of a well-planned, creative campaign that successfully exploits the opportunities provided by interactivity. The analysis of an alcohol product is critical due to the fact that such products face many restrictions, thus calling for a more creative and efficient approach to the design and implementation of social media practices, and their integration into integrated marketing communication (IMC) campaigns. This case will contribute to the articulation of the best ways to shape both business-to-consumer and consumer-to-consumer dialogue and fruitful applications of this new IMC tool.

YAZILI BASINDA ADVERTORIAL: “GAZETECİLER İÇİN ŞEYTANIN TA KENDİSİ”

Oz Reklamlarin hedef kitleler uzerindeki etkisinin azaldigina yonelik endise, halkla iliskiler uzmanlarini ve reklamcilari yeni arayislara yoneltmistir. Bunun sonucunda advertorial olarak adlandirilan haber gorunumundeki reklam icerikleri, gazetelerde sikca kullanilir hale gelmistir. Advertorialin hedef kitleler uzerindeki etkisiyle ilgili cok sayida calisma bulunmasina karsin konu gazetecilik meslegi acisindan ele alinmamistir. Ote yandan advertorialler, reklamdan kesin sinirlarla ayrilmasi gereken haberin inandiriciligini tehdit etme potansiyelini tasimaktadir. Bu calisma, gazetecilerin advertoriallere bakisini ve bunlarin gazetecilik meslegine etkisini ortaya koymayi amaclamistir. Verilerin elde edilmesinde nitel bir arastirma yontemi olan derinlemesine gorusme kullanilmistir. Arastirma kapsaminda Mayis 2014’te Hurriyet, Sabah, Haberturk, Zaman ve Posta gazetelerinde gorev yapan 15 gazeteciyle yuz yuze gorusmeler gerceklestirilmistir. Arastirma sonucunda advertoriallerin, gazetecilik meslegine yonelik olumsuz etkilerinin alti kategoride toplandigi tespit edilmistir. Bunlar; haber ile reklam arasindaki sinirin belirsizligi, gazeteciligin guvenilirliginin zedelenmesi, okurun kandirilmasi, metinlerin haber niteligi tasimamasi, gazetecilerin reklam yazari olarak kullanilmasi, reklam gelirlerine etkisidir. Anahtar Kelimeler: Advertorial, Haber, Gazetecilik, Halkla Iliskiler, Reklamcilik.