BİZİM İÇİN REKLAM DEĞER ÜRETİRKEN HESAP VEREBİLMEKTİR...

VANDALISM AND CORPORATE IDENTITY

As a marketing strategy in recent years, the discount opening fashion has captured many brands and the minds of those who make them. These images, which are brought up to the main news centers unerringly, give the audience the feelings of pity and embarrassment beyond surprise. With the so-called big discounts, the consumer-friendly brand is now saying that the market will no longer flow like this, and that the leader and the ruler are now themselves: accompanied by unconcerned images of crowds flowing over each other. Marketing communication is a deeply functioning process. It requires knowledge to check. The information and value produced are indispensable for the target audience. These activities, which are carried out in order to settle on the agenda, translate into irreparable impacts on corporate identity. The corporate identity, which is the sum of all activities to be established with the target group, should focus on the benefit beyond the interest. The kitle sitting on the agenda ır purchased for a day finds the years of preparation for the main target group of the insured store while being allowed to be plundered / allowed the next day. Waiting in the queues entered during the night hours will not pass through the doors again, the products are attacking. No one is disturbed by the exhibited vandalism. Those who jump over each other are attacking the products with the consciousness and comfort of what they are called for. Believed that the intensity of the exhibited violence will consolidate in the trust of the brand, they should know that they will never see those faces again. The so-called marketers, who do not approve the behaviors exhibited in this context, experience the error that the reklam news / advertising leri value they obtain will last for years. It should be known that there is no memory of the masses in sociological terms. The masses congregate for a purpose, and the reason for existence ceases when the purpose is realized. However, the target audience is not. It is more homogeneous, similar to tastes, living standards are integrated.

 

The first door that everyone who wants to understand marketing communication has to visit is the patterns of social behavior. People who understand human understanding have to think about human and society relations. When one is solved uniquely, the creative, rational, good action characteristic of the human being, the exclusion of many positive features that are not counted / counted when turned into a group, a community or an audience, should be considered as marketing all social sciences. The problem is, how does that rational being suddenly exhibit unreasonable behavior patterns? the question lies. Even in terms of the individualisation process, education, culture, etc. The answers are insufficient to explain this. It is the only fact that makes us unique as our individual separations bring us closer to each other. Being human, living as a pressure on the contradiction of existence throughout its history, the human being also feels the moment in his daily life by multiplying the severity of the same pressure. As the indirect and direct effect of advertising in the flow of daily life increases, the consumer's decision-making ability is decreasing.
 
Advertising's advertising feature is reduced in the ad message, the product is nearing the asset-absence axis, the effect of advertising on people is increasing as a negative.
A number of somatic behaviors are also experienced in the consumer purchasing patterns, which must first take the contradiction. In order to be an example of the above, the news samples given in the printed media are given as a result of the ’discount opening’ strategy of three different brands. The reason why these brands are taken as examples is that they have been shown in all national visual and verbal channels. The common features are a price that you cannot buy any more, and a limited number of products for that day.
 
Event 1
 
The first store opening in Kurtköy, MOL, which created an event and spoken for days, will open 12 stores on the week of April 23 and next week. Opening promotion '100 pounds all the family will be dressed' MOL'un outlet stores in the suit 20 TL, T-shirt 1.5 TL, pants also will be sold at prices starting from 7.5 pounds. The first branch will be opened in Fatih Mol House, dining set, sofa set and LCD television 990 pounds, only LCD television will be available for 99 pounds. (Source: hurriyet.com.tr 14 April 2009)
 
Event 2
 
Nearly 20 thousand people participated in the opening of the Adana store of the famous electronics product chain Europe. Even though the opening time of the doors did not open from the crowd to the staff was launched a pet bottle. Dozens of people from the crowd who broke into the closed iron door to overcome the danger of crushing, a large number of theft in the store where the citizens competed with each other to receive discount products. (Source: national.com.tr, 26 March 2009
 
Event 3
 
54th Floor Store Shoe store in Turkey was opened in Ankara Kızılay.
For the shoes in the campaign, which were organized for the opening and the pair was up to 39.95 pounds, the couples created long queues in the early morning hours. Due to the heavy demand, the shops were closed in half and the citizens were taken in turn and the queues were long. Due to the opening of the number of shoes for women 9,95-19,95 pounds, children's shoes 9,95 pounds, men's shoes 19,95 and sports shoes 39,95 pounds sold as prices, baby shoes were sold only 1 pound. (Note: baby shoes were limited to only 150 pieces.)
 
While some of the citizens stated that the products were quite economical, some of them argued that the prices were misleading, the products were already sold out, and the other products were at the prices sold in other stores. (Source: Sabah.com.tr 03 June 2009)
 
When we evaluate such am news-advertising parlak activities in terms of marketing communication, we do not have a very bright picture. The basic logic here is to get marketing communication with advertising with very cheap news, rational / utilitarian though the results indicate the opposite. These approaches, which reduce brand value and erode, cause serious damage to corporate identity. The main purpose of marketing activities is to obtain a rising sales chart. However, it is not possible to get results from such events that cause the consumer to leave you the next day. The brands that perceive marketing as inde certain must sell ın are the ones that overstate these goals and have sales activities that wash the values; The only indestructible value between the consumer and the brand is to stab the brand loyalty from behind.
 
There is no need to be a prophet to say that those who perceive the advertising as marketing communication only collecting crowds will not get rid of their trouble. Nowadays, it is possible to say that the brands that cannot see / balance the fragile bond between sales and profit will shrink and disappear. Excessive incitement to purchasing motives leads to no other consequences than to undermine the target audience.
 
Kemal ÇİFÇİ
Brand Consultant
October 2009- Kızılay-Ankara - TURKEY
 
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