Yeni Ürünlerin tanıtım (Lansman) Etkinliğinin Artırılmasına Yönelik Bir İletişim Modeli Önerisi
Küçük Resim Yok
Tarih
2006
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Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Yaratıcı ve yenilikçi olmak, iş yaşamında süreklilik yaratan en önemli kurumsal özelliklerin başında gelmektedir. Yenilikçi politika izleyen firmalarda, yeni ürünlerin sunumuna daha sık rastlanmaktadır. Ancak başarı, yeni ürün sunumuna ek olarak hedef kitleye yapılacak olan reklam aşamasına da bağlıdır. Yeni ürünün, hakkındaki bilgilerle beraber, reklam ve pazarlama iletişim uygulamalarına alınması ile birlikte hedef kitlenin değişime ayak uydurması amaçlanmaktadır. Bu yüzden kurumlar ürünlerini hedef kitlelere sunarlarken, reklamlarında doğru ve güvenilir bilgi akışını sağlamayı düşünmektedirler. Reklamlardaki bilgilerin doğru ve açıklayıcı olmasının yanı sıra, ikna edici özellik taşıması da hedeflenmektedir. Yeni ürünün faydalarının aktarılması ve tüketicinin ikna edilmesi sırasında iletişim uygulamaları hedef kitleyi desteklemektedir. Bu evrede ürün bilgilerini aktarma ve ürünün imajını destekleme adına uygulanan iletişim teknikleri, ürünün satışlarındaki etkinliği arttırmaktadır. Bu makalede iletişim çalışmalarının desteklenmesi üzerine yeni bir model önerisi üzerinde durulacaktır.
The firms have understood the importance of developing strategically opinion structure and differentiation in accordance with changing business world and competing conditions. In today’s marketing world by means of improving technologies, available products are loosing their values. So in last a few years it has been observed that increasing effects focused on the new product development. New product process includes many decision areas such as sale, distribution and design based on consumer expectations and necessities. However, one of the greatest difficulties that the firms encounter is the usage of appropriate methods and techniques in the publicity of new products. Being innovates and creative is one of the important institutional ability that provides permanence in business world. New products presentation is more in firms which has innovative culture than the others. However the success is dependent upon publicity to target group in addition to new product presentation. With marketing communication applications of products in the publicity of new product with information of new product and it’s usage it’s aimed to adopt the target group the innovation. So the institutions tend to have correct and reliable information flow in publicity of their product to target groups. It’s important to be convincing this information in addition to being correct and explanatory. So in the process of transfer of the benefits that new product has and convincing consumer; communication applications provide target group support. In this stage communication techniques that has been executed in order to transfer of product information and reinforcement of product image increases the effectiveness of product launches. So in this article which aims to develop; a new model suggestion on reinforcement of communication practices will be submitted.
The firms have understood the importance of developing strategically opinion structure and differentiation in accordance with changing business world and competing conditions. In today’s marketing world by means of improving technologies, available products are loosing their values. So in last a few years it has been observed that increasing effects focused on the new product development. New product process includes many decision areas such as sale, distribution and design based on consumer expectations and necessities. However, one of the greatest difficulties that the firms encounter is the usage of appropriate methods and techniques in the publicity of new products. Being innovates and creative is one of the important institutional ability that provides permanence in business world. New products presentation is more in firms which has innovative culture than the others. However the success is dependent upon publicity to target group in addition to new product presentation. With marketing communication applications of products in the publicity of new product with information of new product and it’s usage it’s aimed to adopt the target group the innovation. So the institutions tend to have correct and reliable information flow in publicity of their product to target groups. It’s important to be convincing this information in addition to being correct and explanatory. So in the process of transfer of the benefits that new product has and convincing consumer; communication applications provide target group support. In this stage communication techniques that has been executed in order to transfer of product information and reinforcement of product image increases the effectiveness of product launches. So in this article which aims to develop; a new model suggestion on reinforcement of communication practices will be submitted.
Açıklama
Anahtar Kelimeler
İletişim
Kaynak
İleti-ş-im
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0
Sayı
4
