| Hafta |
Konu |
Ön Hazırlık |
| 1) |
Giriş-Tanışma |
|
| 2) |
Sosyal Araştırma, Kavramsallaştırma. |
|
| 3) |
Bütünleşik Pazarlama İletişiminde Yeni Çerçeve |
• Kliatchko, Jerry & Uttamchandani, Roshan. (2023). A New Framework for IMC Planning. Journal of Marketing Communications. 30. 1-20. 10.1080/13527266.2023.2275146. |
| 4) |
Tutum Ölçümü |
Yoon, Gunwoo. (2023). No One Optimal Way to Measure People’s Attitudes? Preferred Length of Scales in Advertising Research. Journal of Current Issues & Research in Advertising. 45. 1-28. 10.1080/10641734.2023.2246049.
Dijital Çağda Ogilvy'ye Göre Reklamcılık Kitap Bölümleri:
• Dijital Devrim
• Kısa Yürüyüş
• Dijital Ekosistem
|
| 5) |
Y Jenerasyonu - Post-modern Marka |
Dijital Çağ'da Ogilvy'e Göre Reklamcılık, Miles Young
-Dijital Devrim
-Kısa Yürüyüş
-Dijital Ekosistem |
| 6) |
• İçerik Kral ama Bu Ne Anlama Geliyor?
• Dijital Çağda Yaratıcılık
|
Dijital Çağda Ogilvy'ye Göre Reklamcılık Kitap Bölümleri:
• İçerik Kral ama Bu Ne Anlama Geliyor?
• Dijital Çağda Yaratıcılık
|
| 7) |
Güncel Reklam Araştırmaları |
• Spot Length and Unaided Recall in Television: Optimizing Media Planning Variables in Advertising Breaks –
• Do Your Ads Talk Too Fast To Your Audio Audience?: How Speech Rates of Audio Commercials Influence Cognitive and Physiological Outcomes.
• Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products. –
|
| 8) |
Reklamda Tüketici Araştırmaları |
• Can Brand Users Really Remember Advertising More Than Nonusers?: Testing an Empirical Generalization Across Six Advertising Awareness Measures. –
• Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals: Does It Matter Whom You Ask? –
• Consumer Information Processing and Decision-Making: Origins, Findings, Applications, and Future Directions. – |
| 9) |
Dijital Reklam ve Tüketici Davranışı |
• Leveraging Digital Advertising Platforms for Consumer Research. –
• How Much Have We Learned about Consumer Research? A Meta-Meta-Analysis –
• How Effective is the Use of Religious Appeals in Advertising? A Meta-Analytic Investigation –
|
| 10) |
Güncel Reklam ve Tüketici Araştırmaları |
• Why Do People Choose To Multitask with Media?: The Dimensions of Polychronicity as Drivers Of Multiple Media Use—A User Typology –
• How a smile can make a difference: Enhancing the persuasive appeal of celebrity endorsers: Boosting consumer perceptions of celebrity genuineness through the use of a “Duchenne smile” in advertising.
• Automating communication in the digital society Editorial to the special issue. –
|
| 11) |
TikTok ve Reklam |
• How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics. –
• Understanding the effect of TikTok marketing on user purchase behavior: a mixed-methods approach. –
• The Virtual World Platform "Tiktok": A Study On Generation Z. – |
| 12) |
Sosyal Medya ve Tüketici |
• How luxury fashion brands leverage TikTok to captivate young consumers: an exploratory investigation using video analytics. –
• Understanding the effect of TikTok marketing on user purchase behavior: a mixed-methods approach. –
• The Virtual World Platform "Tiktok": A Study On Generation Z. –
|
| 13) |
Tartışma |
|
| 14) |
Tartışma |
|