{"id":1923,"date":"2023-01-29T00:46:10","date_gmt":"2023-01-28T21:46:10","guid":{"rendered":"https:\/\/pharmaworlddergi.com\/?p=1923"},"modified":"2023-01-29T22:11:10","modified_gmt":"2023-01-29T19:11:10","slug":"reklam","status":"publish","type":"post","link":"https:\/\/pharmaworlddergi.com\/?p=1923","title":{"rendered":"Beatles da Pazarlamada \u00c7uvallam\u0131\u015ft\u0131"},"content":{"rendered":"

\"\"\u00dcmit Ceylan’dan Pazarlama Hatalar\u0131…<\/strong><\/p>\n

Reklam yaparken politik ve sosyal senaryolar\u0131 da akl\u0131n\u0131zda bulundurun. Yarat\u0131c\u0131l\u0131k u\u011fruna \u00fcr\u00fcn\u00fc zor duruma sokmay\u0131n. Reklam\u0131 yay\u0131nlamadan \u00f6nce \u2018double-check\u2019 yapmay\u0131 unutmay\u0131n!<\/p>\n

\u00c7uvallama; b\u00fcy\u00fck ba\u015far\u0131 beklerken ba\u015far\u0131s\u0131z olma durumu (es-anlam.com)<\/p>\n

Beatles sever misiniz? Ben \u015fahsen kendimi \u2018en b\u00fcy\u00fck\u2019 Beatles hayranlar\u0131ndan biri olarak kabul ederim. \u00d6yle ki bir Beatles \u015fark\u0131s\u0131 dinlemedi\u011fim g\u00fcn hemen hi\u00e7 yoktur. Sadece ben de\u011fil, \u00e7ocuklar\u0131m grubun da\u011f\u0131lmas\u0131ndan (1969) neredeyse 10-15 y\u0131l sonra do\u011fmu\u015f olmalar\u0131na ra\u011fmen, onlar da Beatles\u2019\u0131n hemen t\u00fcm \u015fark\u0131lar\u0131n\u0131 ezbere bilirler.<\/p>\n

Kabul etmek gerekir ki Beatles, gelmi\u015f ge\u00e7mi\u015f t\u00fcm m\u00fczik gruplar\u0131ndan kat kat daha fazla pop\u00fcler olmu\u015f (Rolling Stones hayranlar\u0131-ki ben de onlardan biriyim-kusura bakmas\u0131nlar) ve t\u00fcm d\u00fcnyada en tutucu ailelerin dahi \u015fa\u015f\u0131rt\u0131c\u0131 bir zevkle dinledikleri yeni ve al\u0131\u015f\u0131lmad\u0131k bir \u2018beat sound\u2019u ile bir anda b\u00fct\u00fcn m\u00fczik otoritelerinin dikkatini \u00e7ekmi\u015fti.<\/p>\n

Ne var ki bu al\u0131\u015f\u0131lmad\u0131k m\u00fczik yan\u0131nda \u00e7ok dikkatli bir pazarlama plan\u0131 da vard\u0131. Grup \u00fcyeleri ceketleri yakas\u0131z, bir \u00f6rnek tak\u0131m elbise giyiyor, hepsi bir \u00f6rnek per\u00e7emli hafif uzun sa\u00e7 modeli kullan\u0131yorlard\u0131 ve bu da al\u0131\u015fmam\u0131\u015f g\u00f6zlere \u00e7ok ho\u015f geliyordu.<\/p>\n

60\u2019l\u0131 y\u0131llar\u0131n ikinci yar\u0131s\u0131 geldi\u011finde, Beatles t\u00fcm d\u00fcnyada tan\u0131n\u0131yor ve konser i\u00e7in gittikleri her \u00fclkede \u00e7\u0131lg\u0131nca kar\u015f\u0131lan\u0131yordu. \u0130\u015fte tam o s\u0131ralar Beatles\u2019\u0131n yava\u015f yava\u015f \u2018z\u0131vanadan\u2019 \u00e7\u0131kma ve a\u015f\u0131r\u0131 \u015f\u0131marma d\u00f6nemleri ba\u015flam\u0131\u015ft\u0131. Beatles \u00fcyeleri bir Manila konserinden sonra, Ba\u015fkan Ferdinand Marcos\u2019un (o zamanlar d\u00fcnyaca pop\u00fcler) e\u015fi Imelda Markos\u2019un saraya davetini reddetmi\u015f ve evlerine d\u00f6nerken havaalan\u0131nda bir hayli tartaklanm\u0131\u015flard\u0131.<\/p>\n

Yine o d\u00f6nemde \u0130ngiltere Krali\u00e7e\u2019sinden \u2018Sir\u2019 unvan\u0131 ald\u0131klar\u0131nda, John Lennon kendilerinin \u2018\u0130sa\u2019dan daha \u00fcnl\u00fc\u2019 olduklar\u0131n\u0131 iddia etmi\u015fti.<\/p>\n

\u0130\u015fte \u2018a\u015f\u0131r\u0131\u2019 ba\u015far\u0131l\u0131 ve \u00fcnl\u00fc olunca, baz\u0131 kurum ve kurulu\u015flarda ortaya \u00e7\u0131kan \u2018ba\u015f d\u00f6nmesi\u2019 bu d\u00f6nemlerde Beatles\u2019\u0131n ba\u015f\u0131na geldi. \u0130\u00e7eri\u011findeki \u015fark\u0131lar\u0131n her biri ayr\u0131 ayr\u0131 \u00fcnl\u00fc olan \u015fark\u0131lardan bir LP (Long Play) yapt\u0131lar: The Beatles Yesterday and Today.<\/p>\n

\"\"Bu LP\u2019nin ABD versiyonunun kapa\u011f\u0131 bug\u00fcn \u2018Kasap Kapa\u011f\u0131\u2019 olarak an\u0131l\u0131yor. Kapaktaki resimde \u00fcyeler kafas\u0131 kopmu\u015f oyuncak bebekleri ve \u00e7i\u011f etleri kucaklar\u0131nda ta\u015f\u0131yorlar. Piyasaya \u00e7\u0131kt\u0131\u011f\u0131nda b\u00fcy\u00fck bir i\u011frenme ve nefretle kar\u015f\u0131lanan bu LP\u2019yi, John Lennon\u2019un s\u00f6z\u00fcm ona Vietnam Sava\u015f\u0131\u2019n\u0131n protesto edilmi\u015f oldu\u011fu a\u00e7\u0131klamas\u0131 da kurtaram\u0131yor ve -do\u011fal olarak- bu LP o d\u00f6neme kadar en az sat\u0131lm\u0131\u015f plak olarak tan\u0131mlan\u0131yor ve \u00e7ok k\u0131sa s\u00fcrede pazardan \u00e7ekiliyor.<\/p>\n

Ortada b\u00fcy\u00fck bir pazarlama \u2018\u00e7uvallamas\u0131\u2019 var ama bug\u00fcn elinizde bu plak varsa \u015funu bilin ki bunun orijinal bir \u00f6rne\u011fi ge\u00e7enlerde bir m\u00fczayedede 340.000 ABD Dolar\u0131\u2019na sat\u0131ld\u0131 ama paray\u0131 kazanan Beatles de\u011fildi!<\/p>\n

Kendine a\u015f\u0131r\u0131 g\u00fcvenen ba\u015far\u0131l\u0131 firmalar\u0131n baz\u0131lar\u0131 \u2018Her t\u00fcrl\u00fc reklam\u0131 denedik, art\u0131k yani bir \u015feyler deneyelim\u2019 dedi\u011finde pazarlama s\u0131k\u0131nt\u0131lar\u0131 da ortaya \u00e7\u0131kabiliyor. \u00d6rnek; Burger King \u2018The Moldy Whopper\u2019(K\u00fcfl\u00fc Whopper).<\/p>\n

\"\"Bu foto\u011frafta, bir Whopper\u2019\u0131n 33 g\u00fcnde nas\u0131l \u2018g\u00fczel\u2019 bir \u015fekilde k\u00fcflendi\u011fi g\u00f6r\u00fcl\u00fcyor. Burada ama\u00e7, Burger King\u2019in hamburgerlerinde hi\u00e7 koruyucu madde kullanmad\u0131\u011f\u0131n\u0131n g\u00f6sterilmesi. Asl\u0131nda fikir \u00e7arp\u0131c\u0131! Nitekim reklam sekt\u00f6r\u00fc b\u00f6ylesine cesur ve d\u00fcr\u00fcst bir giri\u015fimi alk\u0131\u015flam\u0131\u015ft\u0131. Ne var ki, hedef kitle pek ayn\u0131 fikirde de\u011fildi. Tweetlerden biri \u015f\u00f6yle diyordu: \u201cBurger King tan\u0131t\u0131m ekibi i\u015ften at\u0131lmal\u0131. Reklamdaki d\u00fcr\u00fcstl\u00fck g\u00f6rmek isteyece\u011fim bir \u015fey de\u011fil, genelde bana g\u00f6re uygun de\u011fil.\u201d<\/p>\n

Burger King\u2019in, bu reklamla %3 b\u00fcy\u00fcme g\u00f6stermesi bekleniyordu ama bu ger\u00e7ekle\u015fmedi, verilere g\u00f6re b\u00fcy\u00fcme %0.1\u2019de kald\u0131.<\/p>\n

\"\"\u015eimdi de \u015fu Blackberry telefonun tan\u0131t\u0131m\u0131na bir bakar m\u0131s\u0131n\u0131z l\u00fctfen? 2015 y\u0131l\u0131nda Blackberry markas\u0131 yeni ak\u0131ll\u0131 telefonunun ilk tan\u0131t\u0131m\u0131 i\u00e7in bir tweet att\u0131. Tweet\u2019teki resim \u00e7ok kaliteliydi ve telefon \u00e7ok \u015f\u0131k g\u00f6r\u00fcn\u00fcyordu ama bu tweet \u00e7ok k\u0131sa zaman i\u00e7inde silinmek zorunda kal\u0131nd\u0131, \u00e7\u00fcnk\u00fc (resmin en alt\u0131na bak\u0131n) bu fotograf iPhone ile \u00e7ekilmi\u015fti!<\/p>\n

Buradan \u00e7\u0131kan birka\u00e7 ders:<\/p>\n

    \n
  1. Reklam yaparken politik ve sosyal senaryolar\u0131 da akl\u0131n\u0131zda bulundurun.<\/li>\n
  2. Yarat\u0131c\u0131l\u0131k u\u011fruna \u00fcr\u00fcn\u00fc zor duruma sokmay\u0131n<\/li>\n
  3. Reklam\u0131 yay\u0131nlamadan \u00f6nce \u2018double-check\u2019 yapmay\u0131 unutmay\u0131n!<\/li>\n<\/ol>\n

     <\/p>\n

     <\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    \u00dcmit Ceylan’dan Pazarlama Hatalar\u0131… Reklam yaparken politik ve sosyal senaryolar\u0131 da akl\u0131n\u0131zda bulundurun. Yarat\u0131c\u0131l\u0131k u\u011fruna \u00fcr\u00fcn\u00fc zor duruma sokmay\u0131n. Reklam\u0131 yay\u0131nlamadan \u00f6nce \u2018double-check\u2019 yapmay\u0131 unutmay\u0131n! \u00c7uvallama; b\u00fcy\u00fck ba\u015far\u0131 beklerken ba\u015far\u0131s\u0131z olma durumu (es-anlam.com) Beatles sever misiniz? Ben \u015fahsen kendimi \u2018en b\u00fcy\u00fck\u2019 Beatles hayranlar\u0131ndan biri olarak kabul ederim. \u00d6yle ki bir Beatles \u015fark\u0131s\u0131 dinlemedi\u011fim g\u00fcn hemen …<\/p>\n","protected":false},"author":1,"featured_media":1929,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=\/wp\/v2\/posts\/1923"}],"collection":[{"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1923"}],"version-history":[{"count":5,"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=\/wp\/v2\/posts\/1923\/revisions"}],"predecessor-version":[{"id":1933,"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=\/wp\/v2\/posts\/1923\/revisions\/1933"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=\/wp\/v2\/media\/1929"}],"wp:attachment":[{"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1923"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1923"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pharmaworlddergi.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1923"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}