{"id":11040,"date":"2019-05-17T11:38:10","date_gmt":"2019-05-17T08:38:10","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=11040"},"modified":"2019-05-17T13:15:48","modified_gmt":"2019-05-17T10:15:48","slug":"pazarlamada-duygu-ve-algilarin-onemi","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2019\/05\/17\/pazarlamada-duygu-ve-algilarin-onemi\/","title":{"rendered":"Pazarlamada Duygu ve Alg\u0131lar\u0131n \u00d6nemi"},"content":{"rendered":"<p><strong>Dicle G\u00dcNG\u00d6R<\/strong><\/p>\n<p>T\u00fcrkiye\u2019nin ilk Neuromarketing \u015firketi olan ThinkNeuro&#8217;nun CEO&#8217;su Eda Ocak 16 May\u0131s tarihinde Halkla \u0130li\u015fkiler B\u00f6l\u00fcm\u00fc \u00d6\u011fr. G\u00f6r. Fatih \u00d6zkoyuncu\u2019nun \u0130leti\u015fim Seminerleri dersi kapsam\u0131nda \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi Cep Sinemas\u0131\u2019na konuk oldu.<\/p>\n<p>Eda Ocak, konferansta pazarlama, pazarlaman\u0131n amac\u0131, insan\u0131n duygu ve alg\u0131lar\u0131n\u0131n pazarlama \u00fczerindeki etkileri ile ilgili \u00f6\u011frencilere bilgi verdi.<\/p>\n<p><strong>\u0130nsan\u0131 Anlamak da Bir Pazarlama<\/strong><\/p>\n<p>Ocak, konu\u015fmas\u0131na, \u201cPazarlamac\u0131n\u0131n amac\u0131 t\u00fcketicinin ya da m\u00fc\u015fterinin i\u00e7 g\u00f6r\u00fcs\u00fcne ula\u015fmak ve ona uygun \u00fcr\u00fcn\u00fc \u00fcretmek ve marka bilinirli\u011fini artt\u0131rmakt\u0131r\u201d s\u00f6zleriyle ba\u015flad\u0131. Bu ama\u00e7 do\u011frultusunda pazarlaman\u0131n temelinde anlaman\u0131n yatt\u0131\u011f\u0131n\u0131, b\u00fct\u00fcn bu pazarlama s\u00fcrecinin ise anlamak \u00fczerinden \u015fekillendi\u011fine dikkat \u00e7ekerek ba\u015flad\u0131. T\u00fcketiciyi anlayarak onun ihtiyac\u0131 olan \u00fcr\u00fcn\u00fcn geli\u015ftirilebildi\u011fini, uygun sat\u0131\u015f kanal\u0131n\u0131n d\u00fczenledi\u011fini ve bu \u015fekilde t\u00fcketiciye daha do\u011fru ula\u015f\u0131labildi\u011finin alt\u0131n\u0131 \u00e7izdi.<\/p>\n<p>T\u00fcketiciyi anlama konusunda sadece beyana dayal\u0131 \u00e7al\u0131\u015fmalar\u0131n kimi zaman yetersiz kalabildi\u011fini dile getiren Ocak, \u201cBiz pazarlamada esas olana, ger\u00e7ek olana ula\u015fmak istiyoruz ki onun \u00fczerinden \u00fcr\u00fcnler, ileti\u015fimler ve markalar geli\u015ftirelim. Bu y\u00fczden de as\u0131l i\u00e7 g\u00f6r\u00fcye ula\u015fma metodojilerinden birisi ki\u015finin duygular\u0131na ula\u015fmak\u201d s\u00f6zleriyle \u2018t\u00fcketici duygular\u0131\u2019 alan\u0131nda da \u00e7al\u0131\u015fmalar yap\u0131lmas\u0131 gerekti\u011fini belirtti.<\/p>\n<figure id=\"attachment_11045\" aria-describedby=\"caption-attachment-11045\" style=\"width: 702px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-11045 size-large\" src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4947-1024x680.jpg\" alt=\"\" width=\"702\" height=\"466\" srcset=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4947-1024x680.jpg 1024w, https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4947-300x199.jpg 300w, https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4947-768x510.jpg 768w\" sizes=\"(max-width: 702px) 100vw, 702px\" \/><figcaption id=\"caption-attachment-11045\" class=\"wp-caption-text\">Eda Ocak, Halkla \u0130li\u015fkiler B\u00f6l\u00fcm\u00fc \u00d6\u011frencileriyle Birlikte<\/figcaption><\/figure>\n<p><strong>Do\u011fru Duygulara Hitap Etmenin \u00d6nemi<\/strong><\/p>\n<p>T\u00fcketici duygular\u0131n\u0131n pazarlamada ki \u00f6nemine de\u011finen Ocak, \u201c\u0130nsan rasyonel varl\u0131k de\u011fil, duygusal bir varl\u0131kt\u0131r. Durum b\u00f6yle olunca markalar reklamlar\u0131nda t\u00fcketicinin duygular\u0131na hitap ediyorlar. Reklamlar\u0131nda t\u00fcketiciyi \u00e7e\u015fitli hissiyatlara sokarak \u00fcr\u00fcnlerine \u00e7ekiyorlar\u201d s\u00f6zleriyle \u00fcr\u00fcn reklamlar\u0131nda do\u011fru duygulara hitap ederek \u00fcr\u00fcn\u00fc bile g\u00f6stermeden o \u00fcr\u00fcn\u00fcn pazarlanabildi\u011fini ekledi.<\/p>\n<p>Ocak reklamlar\u0131n hedef kitlesinin de \u00f6nemine vurgu yapt\u0131 \u201cGenel olarak hedef kitle \u00e7o\u011funlukta ak\u015fam i\u015finden yorgun arg\u0131n gelip \u00e7ocu\u011fuyla oyun oynarken a\u00e7\u0131k olan televizyondan reklamlara denk gelen, maruz kalan insanlar. Biz bu insanlarla reklamlar arac\u0131l\u0131\u011f\u0131yla ileti\u015fime ge\u00e7iyoruz. Duygular i\u015fte tam da bu y\u00fczden \u00f6nemli. Bir \u015fekilde o insanlar\u0131n duygular\u0131n\u0131 harekete ge\u00e7irmeliyiz\u201d diyerek reklamc\u0131l\u0131kta ve pazarlamada kitlenin duygular\u0131n\u0131n esas al\u0131nmas\u0131 gerekti\u011fini s\u00f6yledi.<\/p>\n<p><strong>Alg\u0131, Ger\u00e7ekten Daha Ger\u00e7ektir<\/strong><\/p>\n<p>Ocak, t\u00fcketicide duygular\u0131n kadar alg\u0131lar\u0131n da \u00f6nemli oldu\u011funu Kathleen Brown\u2019un \u2018Karar Alma Mekanizmas\u0131\u2019 \u00f6rne\u011fiyle verdi. \u201c\u00d6ncelikle alg\u0131lar olu\u015fur, kara h\u0131zla verilir ve d\u00fc\u015f\u00fcnce en son ortaya \u00e7\u0131kar. Yani asl\u0131nda bizler reklam panolar\u0131 arac\u0131l\u0131\u011f\u0131yla ihtiyac\u0131m\u0131z olmayan herhangi bir \u015feyi g\u00f6r\u00fcr ve e\u011fer bize anlaml\u0131 bir duygu olu\u015fturuyorsa karar\u0131 an\u0131nda veririz\u201d s\u00f6zleriyle kitlenin de reklamda verilen alg\u0131y\u0131 \u00f6nemsedi\u011fini, kendi de\u011fer ve \u00f6\u011fretilerine yabanc\u0131 olan alg\u0131dan uzakla\u015ft\u0131\u011f\u0131n\u0131 ve reklam\u0131 yap\u0131lan \u00fcr\u00fcnle ilgilenmedi\u011fini ekledi.<\/p>\n<figure id=\"attachment_11048\" aria-describedby=\"caption-attachment-11048\" style=\"width: 702px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-11048 size-large\" src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4957-1024x680.jpg\" alt=\"\" width=\"702\" height=\"466\" srcset=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4957-1024x680.jpg 1024w, https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4957-300x199.jpg 300w, https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4957-768x510.jpg 768w\" sizes=\"(max-width: 702px) 100vw, 702px\" \/><figcaption id=\"caption-attachment-11048\" class=\"wp-caption-text\">Konferans\u0131n sonunda Ocak\u2019a \u00d6\u011fr. G\u00f6r. Fatih \u00d6zkoyuncu taraf\u0131ndan te\u015fekk\u00fcr belgesi verildi.<\/figcaption><\/figure>\n<div id='gallery_1' class='gallery galleryid-11040 gallery-columns-3 gallery-size-thumbnail'><figure class='gallery-item'>\n                <div class='gallery-icon landscape'>\n                    <a href='https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4922.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4922-150x150.jpg\" data-sizes=\"auto\" data-srcset=\"\" data-expand=\"700\" \/><\/a>\n                <\/div><\/figure><figure class='gallery-item'>\n                <div class='gallery-icon landscape'>\n                    <a href='https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4932.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4932-150x150.jpg\" data-sizes=\"auto\" data-srcset=\"\" data-expand=\"700\" \/><\/a>\n                <\/div><\/figure><figure class='gallery-item'>\n                <div class='gallery-icon landscape'>\n                    <a href='https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4940.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4940-150x150.jpg\" data-sizes=\"auto\" data-srcset=\"\" data-expand=\"700\" \/><\/a>\n                <\/div><\/figure><br style=\"clear: both\" \/><figure class='gallery-item'>\n                <div class='gallery-icon landscape'>\n                    <a href='https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4947.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4947-150x150.jpg\" data-sizes=\"auto\" data-srcset=\"\" data-expand=\"700\" \/><\/a>\n                <\/div><\/figure><figure class='gallery-item'>\n                <div class='gallery-icon landscape'>\n                    <a href='https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4950.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4950-150x150.jpg\" data-sizes=\"auto\" data-srcset=\"\" data-expand=\"700\" \/><\/a>\n                <\/div><\/figure><figure class='gallery-item'>\n                <div class='gallery-icon landscape'>\n                    <a href='https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4952.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4952-150x150.jpg\" data-sizes=\"auto\" data-srcset=\"\" data-expand=\"700\" \/><\/a>\n                <\/div><\/figure><br style=\"clear: both\" \/><figure class='gallery-item'>\n                <div class='gallery-icon landscape'>\n                    <a href='https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4957.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"\" class=\"attachment-thumbnail size-thumbnail lazyload\" alt=\"\" data-src=\"https:\/\/iletim.istanbul.edu.tr\/wp-content\/uploads\/DSC4957-150x150.jpg\" data-sizes=\"auto\" data-srcset=\"\" data-expand=\"700\" \/><\/a>\n                <\/div><\/figure>\n                <br style='clear: both' \/>\n            <\/div>\n\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>T\u00fcrkiye\u2019nin ilk Neuromarketing \u015firketi olan ThinkNeuro&#8217;nun CEO&#8217;su Eda Ocak 15 May\u0131s\u2019ta Halkla \u0130li\u015fkiler B\u00f6l\u00fcm\u00fc \u00d6\u011fr. G\u00f6r. Fatih \u00d6zkoyuncu\u2019nun \u0130leti\u015fim Seminerleri dersi kapsam\u0131nda \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi Cep Sinemas\u0131\u2019na konuk oldu. Ocak, konferansta pazarlama, pazarlaman\u0131n amac\u0131 ve insan\u0131n duygu ve alg\u0131lar\u0131n\u0131n pazarlama \u00fczerindeki etkileri ile ilgili \u00f6\u011frencilere bilgi verdi.<\/p>\n","protected":false},"author":14,"featured_media":11041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[178],"tags":[597,927,928],"class_list":["post-11040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fakultemizden","tag-cep-sinemasi","tag-eda-ocak","tag-iletisim-seminerleri"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/11040","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/comments?post=11040"}],"version-history":[{"count":0,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/11040\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/11041"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=11040"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=11040"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=11040"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}