Küresel reklam stratejilerinin belirlenmesinde kültürel farklılıkların önemi
Küçük Resim Yok
Tarih
2010
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Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Kültür, bir topluma ilişkin maddi ve manevi tüm unsurları kapsayan ve toplumdan topluma farklı nitelikler taşıyan özelliği ile gerçekleştirilen pazarlama ve reklâm faaliyetlerinin odak noktasını oluşturmaktadır. Birbirine benzeyen kültürler söz konusu olsa dahi, asla aynı olarak kabul edilmemektedir. Kültür, bir toplumdaki aile yapısı ve ilişkilerinden, eğitim sistemi anlayışına, dini inanış ve geleneklerine kadar geniş bir alanı kapsamakta ve bu nedenle de tüm ülkelere ilişkin ortak bir yaklaşım geliştirmek ve benimsemek zorlaşmaktadır. Globalleşme uluslararası alandaki rekabetin şiddetini arttırarak dünyayı tek bir pazar durumuna getirmiştir. Global pazarlarda faaliyet gösteren işletmeleri faaliyet gösterdikleri pazarlarda ekonomik değişkenlerden daha çok kültürel özellikleri dikkate almaya yöneltmiştir. Yoğun rekabet koşullarında belirli bir strateji doğrultusunda hazırlanan reklâm kampanyası ile bir pazarda başarılı olan işletmenin diğer pazarlarda aynı başarıyı elde etmesi ancak bir şans olarak nitelendirilmektedir. Bu anlamda uluslararası işletmelerin hedefledikleri pazarın kültürüne ait dinamikleri bilmesi ve bu doğrultuda reklâm stratejilerinin belirlenerek reklâm mesajlarının ve görsellerinin hazırlanması bir zorunluluk halini almaktadır. Bu çalışmada uluslararası işletmelerin reklâm stratejilerinin belirlenmesinde kültürel faktörlerin önemi açıklanmakta ve kültürel farklılıkları dikkate alarak belirlenmiş göstergebilim analiz yöntemi ile incelenen reklâm örneklerine yer verilmektedir.
Culture, with the feature of which covers all physical and spiritual components connected with a society and has different properties that differ from one society to another, forms the focus point of the activities of marketing and advertising. Even if we talk about the cultures which are like each other much, they are not accepted as the same. Culture covers a very wide area from the family structure and relations in a society to the understanding of education system, religious beliefs and traditions and for that reason, it becomes difficult to develop and accept a common approach related to all countries. Globalization has made the world as the only market by increasing the competition in the international field. It has directed the businesses to pay attention to the cultural features in their marketing field rather than economic dynamics in the global markets. It is considered only as a chance to get the same success in the other markets for a business, which has had a success in a market with a campaign of advertising which has been prepared with a particular strategy in the heavy competition condition. In this context, it becomes an obligation for international businesses to know the cultural dynamics of the market they target and they must determine the advertisement strategies and prepare the advertising messages and visuals in this direction. In this study, the importance of the cultural factors in determining advertisement strategies for international businesses has been explained and the samples which have been determined according to the cultural differences have been given as examples with semiotics analysis.
Culture, with the feature of which covers all physical and spiritual components connected with a society and has different properties that differ from one society to another, forms the focus point of the activities of marketing and advertising. Even if we talk about the cultures which are like each other much, they are not accepted as the same. Culture covers a very wide area from the family structure and relations in a society to the understanding of education system, religious beliefs and traditions and for that reason, it becomes difficult to develop and accept a common approach related to all countries. Globalization has made the world as the only market by increasing the competition in the international field. It has directed the businesses to pay attention to the cultural features in their marketing field rather than economic dynamics in the global markets. It is considered only as a chance to get the same success in the other markets for a business, which has had a success in a market with a campaign of advertising which has been prepared with a particular strategy in the heavy competition condition. In this context, it becomes an obligation for international businesses to know the cultural dynamics of the market they target and they must determine the advertisement strategies and prepare the advertising messages and visuals in this direction. In this study, the importance of the cultural factors in determining advertisement strategies for international businesses has been explained and the samples which have been determined according to the cultural differences have been given as examples with semiotics analysis.
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Cilt
6
Sayı
3
