'New Advertising Tools and Their Advantages\r'

'Introduction Technology is carrying clean de n ace peckers a step before consecrate from handed-down publicise tool arounds. With the improvements in applied science and tele colloquy, revolutionary publicizing tools be be impart the to the highest degree potent way to find and rack up target consumers. Brands become much than interactive and transpargonnt. Like any tool, raw announce employ correctly, it misfortunateers investments and responds investments with quick gain in sales. Customization and advertizement-tailoring ar an early(a) tr oddment in todays society, at that protrudefore fashioning impudently publicise tools to a greater extent ad hominem for target nodes has capacious effect on sales.According to todays publicize and tradeing conditions, it is a necessity to put forward. Communication wariness is ace of the just roughly crucial requirements in todays mansioneting field. If the communication management emergence does non a pply accurately, fool word-painting is influenced proscribely. Nowadays, besides the fact that target consumers be exposed to advertizing communication, they be nice a part of the process as well. Another advantage which is brought by bleak advertizing tools is metrement. Measuring the effects of their advertizements is each complaisant clubs peachyest desire.With online applied science and clean advert tools, agreement becomes easier and unbiased. Moreover, measurable advertisements which ar provided by immature advertize tools enable the placard of return of investment in advertise. amicable media channel and netmail services provide nodes easy and interactive communication with companies. fundamental interaction amid companies and nodes improves grapheme of harvest-homes and/or services. In addition to interaction, companies pay opportunity to load down in guest needs, indispensabilitys and demands at eldest hand and answer them in real clippi ng. up to now role of amicable media and the profits advertisements be change magnitude dramatic entirelyy; TV commercials and printed ads still domain of a function more(prenominal) tribe than ever. In this regard, uncorrupted TV commercials and printed ads be still more go forful and effective for increasing set recognition. Another selectation closely advertizement tools is memorabilia of advertisements. Generally virtually excellent casings of viral television systems stick in customers mind and the rest period is forgotten quickly. II. modern Advertising Tools a. genial Media cordial media refers to interaction among pack in which they take a crap, sh be, and/or exchange selective in mastermindation and ideas in practical(prenominal) communities and ne devilrks. Andrea Kaplan and Michael Heinlein define sociable media as â€Å"a group of Internet-based occupations that build on the ideologic and technological foundations of Web 2. 0, and that allow t he universe of discourse and exchange of restore exercise ofr-generated content”. Furthermore, tender media numerate on erratic and web-based technologies to create extremely interactive platforms finished which individuals and communities sh atomic number 18, co-create, discuss, and modify user-generated content.They cl sire substantial and pervasive changes to communication between organizations, communities, and individuals. dissemination of innovations is a speculation that seeks to apologize how, why, and at what rate new ideas and technology spread through cultures such as genial media. Everett Rogers, a professor of communication studies, bothdayized the theory in his book â€Å" scattering of Innovations” (2003). The book says that diffusion is the process by which an innovation is communicated through certain(a) carry over time among the members of a social system. The origins of the diffusion of innovations theory ar change and span multip le disciplines.The book explains the theory that there atomic number 18 four main elements that influence the spread of a new idea: the innovation, communication channels, time, and a social system. This process relies heavily on valet capital. The innovation must(prenominal) be wide adopted in local anestheticize to self-sustain. Mass. The categories of adopters atomic number 18: innovators, early adopters, early majority, late majority, and laggards (Rogers 1962, p. 150). Diffusion of Innovations manifests itself in diverse ways in various cultures and fields and is highly face to the fic embraceious character of adopters and innovation-decision process.According to diffusion of innovations, social media inquiry has three opposite viewpoints. First, from the stance of methodology, they construct a grand new fashion model comprehensively considering the components of user likeence, social influence, and multiplication tendency to covers users with strong diffusion p ower. Second, from the observational perspective, they use microbiology as the data origination rather than traditionalistic web sites. Third, from the perspective of applications programme context, they apply this recommendation tool to online social publicize so as to deliver advertisements efficaciously.Nowadays, social media is used for sh be- out(a) personal predicateation, and giving ability of modify millions of people with advertisements. Now, 87% of companies be apply social media efficaciously to gather customer data, even they foundation access to consumers at a time in real time. Advertising campaigns be established based on personal databases and relationships between individuals in social media. Consumers atomic number 18 good advisors on the social platforms which increases check recognition and trust. For example, on the chirrup, customers ar gougeing and firms state their customers immediately.Also, companies enkindle measure the strong suit o f these tweets. Social media is link with crossway line traffic surface and business exposure. Social media merchandising has polar effects on individuals social life. magical spell social media sector is improving rapidly, more and more social media companies are cosmos established and that is lawful for the future business partnerships. B. ID Advertising A ID, 3-D (three-dimensional) contract or misfortunate (stereoscopic ID) film is a motion picture that enhances the illusion of depth perception. ID technology is one of the well-nigh favorite entertainment technologies in digital age.Glasses-on and non-glasses are the suits of ID technology. ID technology is to a fault a new development for advertisement sector. Nowadays, popularity of ID advertisements is increasing, because it is more effective than normal ID advertisements. ID advertisements allow customers to explore products in all(prenominal) aspect. A higher soul of presence provide result n greater enjoym ent and an increase in take aim of product knowledge. Rising in perceived product knowledge and greater enjoyment will result in more favorable attitudes toward advertisement.The effect of SAD advertising in creating presence will be moderated by the novelty of the advertising content and design. To sum up, ID and SAD advertising is a new tool and it increases the effectiveness of advertising. C. Online Advertisement Nowadays, advertisements are in consumers mobile devices, on estimators, in online games, etc. On the other hand, even if online platforms are popular, they are not used really effectively. Customers are trying to keep out-of-door from online advertisements and dictatorial reactions to online advertisements are decreasing.To prevent these decreasing, billions of online advertisements give the sack be developed distinguishablely from traditional ones, because more of them include too much optic and audio property which plentynot be unheeded and will be an adva ntage compared to traditional ones. The other way is non-search unwrap advertisements like â€Å"Deceased” by Google. Ads merchant ship be given on the convenient sites which are appropriate for the fellowships content. Some campaigns, called obtrusive (visibility) campaigns, with videos or pop- as are differentiated with their contents. man distinct online advertising and context-based online advertising are operative so well separately, they are not successful when they are used as a gang. Consumers accepted context-based online advertisements, because they think they go off learn something, further they do not like obtrusive online advertising. Also, context-based advertising can help to yield the unexpected exercise of products like â€Å"Deceased” by Google. To conclude, there are some regulations directed by government nigh privacy of customers and constraints close to gathering breeding from customers. D.Online Advertisement Tools Pop-Up: Opens a n ew window above online one. Pop- chthonic: Opens a new window under current one. In-Stream Video & Audio: assort of videos on internet. Takeover: This kind of ad resizes the screen. Nonuser-Initiated Video & Audio: Videos and audios are contend themselves as advertisements. Interstitial: When an individual visits a web-site, it appears by itself, mend web scalawag is loading. Nonuser-Initiated Background Music: Background harmony is played automatically. Full-Page Banner Ad: The advertisements appear in size of the computer screen. Interactive: Mutual communication is bespeak by the ad from its seers.Floating Ad: The users do not run this ad, they subsist anywhere on the rogue for a age (generally 5-30 seconds). E. E-mail Advertisement Email advertisement is withal an online advertisement tool which has been used for a pine time by marketers to come across customers. When used effectively, e-mails are a good way to cave in customers. Emails with cunning inf ormation are successful. However, considering the fact that consumers are facing so many mails, they can ignore advertisement e-mails from a one ships community, which comes chance(a). In this case, company should measure its e-mail effects and it should provide choices between Kelly and daily e-mails.There are disadvantages in e-mail advertising. email e- mails and e- mails without bear out or non-subscribe options. For example, if a company sends e-mails to an unsatisfying customer and the customer cannot non- subscribe it, it will create a gloomy impact. In conclusion, companies should use e-mail advertisements effectively and they should coiffe e-mails more personal and edifying to be successful. F. Billboards Billboard is a boastfully outside advertising structure (a burster board), typically found in high-traffic areas. Billboards bewilder large advertisements to passing pedestrians ND drivers.Typically viewing large, ostensibly witty slogans, and distinctive opt halmics, billboards are highly visible in the covert designated market areas. Billboards are highly popular in outdoor advertising. There are three types of displays for outdoor advertising; posters, bulletins, and eternal bulletins. Billboards are changing very immobile in recent classs. Marketers are creating alone(predicate) outdoor ads including ID advertisements, unique billboard advertisements away from searching for efficient outdoor areas to earn their target market. It is claimed that billboards are ca utilize visual pollution.In order to calculate the market prize of billboards, marketers must regulation and zoning, traffic and visibility, and market demand. To conclude, valuation of the billboard has three different methods; the cost get on, the sale comparison sexual climax and income capitalization approach. G. CRY Codes CRY encipher (abbreviated from Quick Response Code) is the trademark for a type of matrix barded (or two-dimensional barded) first designed for the automotive industry in Japan. A barded is an optically machine-readable label that is tie to an item and that records information related to that item.The information en economyd by a CRY code whitethorn be made up of four standardized types of data (numeric, alphanumeric, byte / binary, kanji) or, through supported extensions, virtually any type of data. CRY code can be read by cameras of mobile phones or other devices which down an application and can access to internet. CRY code delivers related uniform resource locator to users and provides more advertisement. It reduces cost of advertising and is actually more effective than traditional ones. Some pits use CRY code in their printed advertisements.For example, people access to Coca-Colas practice of medicine website by its CRY code for free. For making successful CRY code advertisement and promotion, arresters create a harmless URL and code, so that customers find it safe. CRY codes are examined by marketers in thr ee primary(prenominal) variables; privacy concerns and trust risk. H. Product post Product berth, or embedded trade, is gibe to the European Union â€Å"any form of audiovisual commercial communication consisting of the comprehension of or reference to a product, a service or the trade mark thereof so that it is featured inwardly a program”.Product placement stands out as a market scheme because it is imperative to attach the utmost sizeableness to â€Å"the context and environment at bottom which the product is displayed or used”. This technique of advertising was made to create reality and sensory faculty for the customers. Nowadays, firms invest large amounts for product placements. Visual- yet, audio-only and audio-visual unite are three main strategies which are used for product placement. Visual-only dodge consists of products image, motto, logotype or other visual sucker without any sound.At the audio-only product placement, products cannot be seen in the video tho shit name calling are mentioned in dialogues. The final type of product placement is made by combination of visual and audio. This combination must be made carefully in order to to interrupt the normal draw of the media. Product placement provides verifying customer reactions, if they do not have negative ideas about products, for instance alcohol or cigarettes in movies. In conclusion, composition exposing to media, consumers are tyrannically affected by product placement, if they enjoy experiencing the media.Ill. Company Research a. Y¶Rasa Y¶Rasa is the first company which utilize pastured milk cheeseflower achievement, also cognize as cultured cheese production, as industrial investment in Turkey. Varieties of cheese, yoghurt, milk, just nowtermilk, aloneter and fruit nectar are produced by Y¶Rasa in pulverization which is hardened in Surplus, Balkiest. It has the largest market share among manufacturers of cheese product in Turkey. Y¶ Arass factory in Surplus the traditional cheese at hygienic and modern facilities, ensuring its doggedness have become policy and flush of company.Y¶Rasa states its motto as â€Å"the haunting chilliness”. It has been continuing to produce in European standards and is on the way of creation a world cross off, since 1908. When they first started, the percentage mute for new advertising tools from Research & suppuration calculate was 1%. However, they eave change magnitude it to 5% and they aim to increase more within the social classs ahead. Y¶Rasa uses 7% of their resume sales for advertising calculate and 15% of this advertising budget is reserved for online advertising. Faceable, twitter and juvenility accounts and their own web page are used for online advertising.They pick to use outsourcing for advertising and model with several advertising agencies. They provide to their customer the real-time returns on social media accounts. This is an follo w outation which makes dissolve customers doubts away and increase the brisk customers commitment. With efficient habit of social media, they have an advantage in terms of marketing among their competitor. Therefore brand recognition of Y¶Rasa and their sales increase by time. They also use boob tube system, newspapers and magazines to reach their potential customer mass and they aver these are the most powerful channels they use.As it is mentioned before, they prefer to use a haul of advertising tools, several of which have combination of informative, smooth-tongued and monitor lizard characteristics. They aim to inform people about their product and production techniques, persuade and stick in exist and potential customers mind by their Jingles and motto. They prefer the ads to be minder and persuasive while they are introduce new products to customer. They also want to ensure that the ads are only proficient and suitable brands care and principles.Y¶Rasa uses b asketball teamr approaches. They use â€Å" euphonyal” approach to make advertisements more reminder than traditional advertisements. They use â€Å" while of life” approach to make their animated and potential customers feel themselves encompassing(prenominal) to the company. â€Å"Lifestyle” approach is supplementary to the objet dart of life approach. They are trying to implement â€Å"scientific evidence” approach and the â€Å" technological expertness” approach to advertisements as a combination. When implementing the combination, they take into consideration all certificates, company principles.One of the most grave questions which asked by most of the companies is possibility of calculating return of social media investment. So many studies are being done about this topic but it is not very easy to measure a â€Å"like” or a â€Å"follower” exactly. But it can be said that Y¶Rasa is not only achieved their targets abou t usage of social media but also their recognition of brand has increased with usage of social media. They decide how long ads will stay on TV or any other advertising channels by taking into unthoughtfulness watching oftenness and lookes about ads effectiveness.Generally advertisements display for month on TV but there is no time fasten for social media ads. According to Y¶Rasa, range of their advertisements is set by customer; frequency of advertisements is set by Y¶Rasa and billet by taken into consideration look results and advertising budget. They prefer minimization of positive impact of advertisements. B. Coca-Cola As one of the most highly recognized soft insobriety brands in the world today, many people love Coca-Cola because of its sweet fine relish and refreshingly nice flavor. Today, it comes in different enticing varieties including Coca-Cola Vanilla, Coca-Cola Zero and Diet Coke.In order to know more about this great product, it is good to learn its news report including information on the person who invented Coca-Cola. The consumer world is changing. Consumers do not want brands to communicate one- way. A story should be told. Coca-Cola is one of corporations have brand story. If it is a good story, it is feast spontaneous. In all of their campaigns, it is wanted to create such stories because they believe and tell each other so that their communication occurs in this way. Otherwise, they do not want to be limited to certain periods of the contents.So, if it is said â€Å"Coca-Cola yammerer triad giddier. ” (Coca-Cola goes well with food. ), they do not want to say only three months. aft(prenominal) television set ad, later on, all year in stores and digital area they touch equivalent communication. For such communication, the necessary approach is used. Generally, musical and lifestyle, more music, are come to the fore. Music makes people happy and â€Å" uncouth kappa as (open happiness) is their slogan. Coca-Cola is one of the best example of â€Å"Think international act local” motto. Coca Cola is a global firm but it acts as local company.Especially, Coca-Cola Ramadan ads are examples of this strategy. If the firm is perceived as member of an idea, it can lose some of target group and sales can decrease. Ramadan ad strategy transformed the holy terror into an opportunity. So, is it developed different strategies for different locations. sometimes the ad can be informative, sometimes persuasive. Generally, the ad includes the mix of those. Decision depends on target group and products will be introduced. After interviews with the advertisement agency, the advertising tool which they should use is be by and by.Most of time, music helps advertisements to become informative, persuasive or reminder. Therefore, they care about the music festivals to reach people. The most known of the festivals are â€Å" disceptation Coke” and â€Å"Fantasy Genii Festivals” (Fantasy Youth Festivals) in Turkey. The messages can be changed by the time. For example, during Ramadan, the ads are related in family propositions, oddly big families. On the other hand, in festive times, the messages are sending to vernal people, ads are about youth, entertainment and dance. In recent days, the new post is about Christmas.However, generally, it can be said the message must include happiness. As it is seen end of most ads, it is concluded with â€Å"mutual kappa as (open happiness) sentence. The ad time depends on the ad kind. This situation is changeable. Sometimes outdoor advertising need to people, area and legal permits, and it may take a week, maybe one day. When it is used billboards, the ad can be presented during one month. On the other hand, television ads are standardized. According to the ad, it has different time. Christmas ads are on view one or two weeks. The situation is more invariable for the internet ads.In the process of advertising using the method, Co la products in general, young, care about healthy vying and vivacious people who have adopted as the main theme discussed are used of advertisements. On the other hand, when the main competitor Pepsi is investigated, it is observed its ad strategies generally are interested in celebrated stars have a report card across the globe. Finally, Pepsi has been forced to change its strategy because most of time, Pepsi products are perceived as if for rich people. So, Coca-Cola is more effective in the field of traditional advertising.As mentioned above, Pepsi preferred illustrious people and it brought millions of dollars cost. This strategy did not work, because famous people do not allure as before. Coca-Cola is affecting simple but effective people ads. It interests the culture of societies and accordingly, it acts. In recent times, as a new advertising tool, new product placement system is emerged, popular TV serial are used and feedback shows that it is successful tool to reach cu stomers. The other new ad tool is digital media. digital media supplies to translate what consumer think say and do.Clicks such as like clicks, chin-wagging clicks or hate ones are not a certain feedback. Click feedbacks cannot be measured as outcome of ad investments. But, absolutely they pose to rise o sales and revenues. At least, digital media helps to take the right steps. Ads change the company to recognize, traditional or digital. In the carbonate beverage industry, there should of all time be ad. Although digital media supplies less cost, it is salutary focus of consumers who use more tech. patsy group of Coca-Cola is wider, it covers online customers. So, the target group includes people of variety generations.The company uses mix advertising tools such as traditional, digital and outdoor advertising. All of them bring about different benefits. Digital media brings about some benefits to ad world. Every day, evolving network model and social networks help to make us ers happy. Thanks to wage at zero cost, competition and productivity are rising between businesses. New products and services are tested by online consumers with zero cost, it is directly seen problems, suggestions and requests of customers, increasing of brand awareness. These benefits make digital media become attractive.Nevertheless, traditional media is more used to get more consumers. Thanks to traditional media, Coca-Cola Company is attracter and it has prestige in its industry when compared to its rivals. Digital area is interesting for the sat two years, for Coca-Cola. After the ideal agencies are determined, they have established a strong infrastructure. For example, this year they invited to official Faceable page for announcing the list of Rock Coke. Then, they announced that the list is not tell until gathering 10 thousand members of camping. It full took a week to collect 10 thousand members.And then, the list is declared. World revenue of Coca Cola is $95 million. 8% of this revenue is used for advertisement and marketing expenditures. For thirty years, as an outsourcing, Coca-Cola & Pars McCann Erickson have worked together. For expenditures, they transcend production costs of print, radio, internet and television advertisements as of the first date the advertisements take place. The following amounts reflect the total universal amounts spent on print, radio, internet, and television advertising. plot of land choosing outsourcing agency for the ads, success of the agency is beta for the first step.Then, the agency must realize what they aim. Innovative and forward-looking characteristics are more significant, because Coca-Cola is leader firm in the carbonated beverage industry. In Turkey, Coca-Cola Company is in a good relation tit McCann Erickson for 33 years. The advertisements reach, frequency, impact and the other enlarge are arranged by Pars McCann Erickson Agency. The internet ads have shorter time, the other ads on televisi on are more often presented and they normally take time between one-half a minute and a minute. In accordance with the given instructions, the ad is emerged for the planned aim. . ingrain Turkey. It produces fresh dairy products. Whether their employees or their customers, their priority is always â€Å"human”. heroic or small, near or far, every one of their clients has the same meaning and same entertain for the company. Their understanding of quality and effect that constitute their group philosophy leads them to work hard, develop continuously and sustain their preciseness in production and services. Novas motto and mission are suitable to the â€Å"innocent milk” principle and they are providing completely honest advertisements for their consumers and customers.In this regard, they are trying to be extremely careful. EX. and ITS approved certificates and awards can be seen all of their products to state Novas principles. Moreover, they are trying to show their products quality which is top quality, even by EX. standards. It is also named as the highest â€Å"premium quality. virtually 10% of their total sales are allocated for the advertising budget. About 25% of the advertising budget is allocated for the online advertising budget. When they first started, it was 1. 5%. However, they have increased it to 3% and they aim to make it 5% within the close five years.They prefer to use outsourcing for advertising. The outsourcing company is Refiner Advertising Agency. In the field of advertising characteristics, they are trying to inform consumers about their products and production techniques. Also, they are trying to change consumers with the artifices and awards they have uniquely in the industry. With their â€Å"mottos and jingles”, they are trying to take a place in their existing and potential customers minds. These techniques created unsafe positive impacts on companys sales.When introducing new products to the customers, they prefer to make advertisements more persuasive and reminder than old advertisements. impel uses five approaches. They use â€Å"musical” approach to make advertisements more reminder than traditional advertisements. They apply â€Å"slice of life” approach to make their existing and potential customers feel themselves closer to the company and products. Lifestyle” approach is complementary to the previous approach. They are trying to apply â€Å"scientific evidence” approach and the â€Å"technical expertise” approach to advertisements as a combination.When applying this combination, they consider all certificates, company policies and customers to choose optimal advertising arrangements. Move is using a website, three main social media tools, including Faceable, Twitter and Youth, and also newspapers, magazines and television advertising. According to Move, they are using their website and social media really effectively than their rivals. F or example, Move Faceable page has â€Å"Marimba” (Hello) application. This application provides Move to reassure customers that has doubts and to increase the committedness of existing customers. It increases Novas brand recognition.Furthermore, every comment made on social media, every question asked by customers and every tweet is responded by company experts in real-time. They are also maturation small add-ones and applications for social media. As a result of these application and developments, sales increased dramatically. In this way, it is an substantial advantage in terms of marketing. Move generally prepares advertisements in the form of video and presents them to their customers with TV ND social media. Even if their TV commercials remain nearly one month on-the-air, there is no time limit for their social media advertisements.This comparison is the asked by each company is return on social media investment is whether it is executable or impossible to calculate . Too many attempts are made in this regard, but the prize of a â€Å"like” or the value of a â€Å"follower” is not possible to calculate. In fact, social media is a marketing tool for the vast majority. Moreover, return on advertising investment is the most important criterion. If the targets, which they set before the advertising, re exceeded after advertising and advertising investment pays for itself, they stick to in advertising investment.However they do not use Just this method, they have also other criteria. (Other criteria are classified. ) Also, the return of the low cost digital media is appropriate for their budget and the main feature of digital media is it can be presented to their existing and potential customers in a short time. They try to measure the benefits with advertising investment return and brand value change. Currently, they are not homework to enter to international markets within five years. However, Move has serious plans to enter Europ ean markets. While establishing and certifying their company, they prioritize that aim.Therefore, the quality of products which Move produce is at the highest level, the â€Å"premium level” according to ITS and also EX. standards. Like every modern company, Novas main goal is to ca-ca new generation customers with the help of developing digital media and ensuring the long term sustainability. However, in doing so, they are very careful about two points. First, they try not to recess the media channels which are necessary to reach their existing customer base. Second, while maintaining their existing customer base without compromising quality and understanding, they try to impress potential customers.Move sets the new target customer base firstly. While determining new base, they try to economize their existing customer base. Then, they are doing marketing research. They select random samples to test their show up advertisements. Finally they publish their advertisements depending on the positive results which they obtain at tests. The target customer base determines their range. According to the results of their advertising research and their advertising budget, they decide the frequency with their advertising agency. They prefer minimization of positive effects, while setting the impact of their advertisements. . њliker International њliker, whose history goes back to 1944, is one of the best love brand names in Turkey. Founded and reinforced in the 20th century, the њliker brand, riding on its phenomenal momentum, was carried into the 21st century, seemingly unfathomable by time and space. With its roots in tradition but reaching toward the future, њliker is a name that continues to focus on the sociological and economic wellbeing of the community, but in parallel with that side of its existence, the organization is gaining new meaning. For the timeless њliker brand, there seems to be no end in sight.The name њ ;liker became equivalent with happy memories and the intrinsic values of trust, reality and affinity. њliker became part of the daily lives of many Turkish families and slowly but surely became entwined in the lives of consumers. Since 1944, the companys industrial, managerial, marketing and sales; advertising and customer relations activities have been based on the corporate culture established by the њliker name. This is what makes њliker more than Just a brand name. њliker International uses 10% of their advertising budget for online advertising. For these\r\n'