{"id":25487,"date":"2025-05-26T18:39:11","date_gmt":"2025-05-26T15:39:11","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=25487"},"modified":"2025-05-26T18:44:50","modified_gmt":"2025-05-26T15:44:50","slug":"adforce-genc-iletisimcilerle-bulustu","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2025\/05\/26\/adforce-genc-iletisimcilerle-bulustu\/","title":{"rendered":"ADforce Gen\u00e7 \u0130leti\u015fimcilerle Bulu\u015ftu"},"content":{"rendered":"\n

Muhabir\/Foto\u011fraf: \u00d6mer \u0130\u011frek<\/strong><\/p>\n\n\n\n

Edit\u00f6r: Hatice Beyza \u00c7akmak<\/strong><\/p>\n\n\n\n

\u0130stanbul-(\u0130\u00dc Haber Merkezi)<\/strong><\/p>\n\n\n\n

\u0130stanbul \u00dcniversitesi (\u0130\u00dc) Halkla \u0130li\u015fkiler ve Tan\u0131t\u0131m B\u00f6l\u00fcm\u00fc ve Ajans \u0130stanbul \u0130leti\u015fim\u2019in d\u00fczenledi\u011fi \u201cFikrini Konu\u015ftur\u201d etkinli\u011fi ger\u00e7ekle\u015ftirildi.<\/strong><\/p>\n\n\n\n

\u0130\u00dc \u0130leti\u015fim Fak\u00fcltesi Amfi C\u2019de 23 May\u0131s 2025 tarihinde iki oturum \u015feklinde ger\u00e7ekle\u015fen etkinli\u011fe Medina Turgul DDB\u2019den CSO Berkant Avc\u0131 ve Stratejik Direkt\u00f6r Beste Atasoy konuk oldu. \u0130lk oturumda gen\u00e7 ileti\u015fimciler reklamc\u0131l\u0131\u011f\u0131n g\u00fcncel dinamiklerini birinci elden \u00f6\u011frenme f\u0131rsat\u0131 yakalad\u0131. Oturumun sonunda kat\u0131l\u0131mc\u0131lara k\u0131sa bilgiler verildi. \u0130kinci oturumda ise verilen bilgilerle Berkant Avc\u0131 ile Beste Atasoy kat\u0131l\u0131mc\u0131lar\u0131n yarat\u0131c\u0131 fikirlerini ve sunumlar\u0131n\u0131 dinledi.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Pazarlama d\u00fcnyas\u0131nda sadelik kazan\u0131yor<\/strong><\/p>\n\n\n\n

Beste Atasoy, markalar\u0131n arka plan stratejisi \u00fczerine \u00e7al\u0131\u015fan profesyonellerin, karma\u015f\u0131k mesajlar yerine yal\u0131n ve g\u00fc\u00e7l\u00fc fikirlerin pe\u015finde oldu\u011funu belirtti. Sekt\u00f6rde s\u0131k\u00e7a kullan\u0131lan “Strateji bir vazge\u00e7i\u015ftir” s\u00f6z\u00fcn\u00fcn alt\u0131n\u0131 \u00e7izen Atasoy, bu \u2018yal\u0131n ve g\u00fc\u00e7l\u00fc\u2019 yakla\u015f\u0131m\u0131n arka plan stratejisinin temelini olu\u015fturdu\u011funu s\u00f6yledi. Atasoy, \u201cStratejistler i\u00e7in do\u011fru mesaj sadele\u015ftirildi\u011finde, yarat\u0131c\u0131 ekipler \u00e7ok daha etkileyici i\u015fler ortaya koyuyor\u201d dedi<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Sadele\u015ftirme s\u00fcrecinin yaln\u0131zca sezgisel olmad\u0131\u011f\u0131n\u0131 belirten Atasoy, \u201cArkas\u0131nda ciddi bir analitik s\u00fcre\u00e7, ara\u015ft\u0131rma verileri ve fikirlerin \u00e7arp\u0131\u015ft\u0131r\u0131ld\u0131\u011f\u0131 yo\u011fun bir \u00e7al\u0131\u015fma bulundu\u011funu anlatt\u0131. T\u00fcm bu s\u00fcre\u00e7, \u00f6z ve etkili mesaj\u0131n bulunmas\u0131na hizmet ediyor. Strateji ekiplerinin kar\u015f\u0131la\u015ft\u0131\u011f\u0131 en b\u00fcy\u00fck zorluklardan biri t\u00fcm mesajlar\u0131 tek seferde vermek isteyen m\u00fc\u015fterilere sadece \u00f6nemli olana odaklanman\u0131n de\u011ferini anlatabilmek\u201d ifadelerini kulland\u0131.<\/p>\n\n\n

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\"\"<\/figure><\/div>\n\n\n

Yaratmak de\u011fil, yeniden kurgulamak<\/strong><\/p>\n\n\n\n

Avc\u0131, strateji uzmanlar\u0131na g\u00f6re \u2018yarat\u0131c\u0131 zihinler\u2019 in birbirinden uzak kavramlar\u0131 h\u0131zl\u0131ca birle\u015ftirebilme becerisine sahip ki\u015filer oldu\u011funu s\u00f6yledi. Bunlar\u0131n da \u201c\u0131raksak d\u00fc\u015f\u00fcnme\u201d yetisiyle m\u00fcmk\u00fcn oldu\u011funu belirten Avc\u0131, s\u0131f\u0131rdan bir \u015fey yaratmak de\u011fil; var olanlar\u0131 \u00f6zg\u00fcn bi\u00e7imde yeniden kurgulaman\u0131n as\u0131l yarat\u0131c\u0131l\u0131k oldu\u011funu anlatt\u0131. Avc\u0131, \u201c\u00d6zg\u00fcnl\u00fckle yarat\u0131c\u0131l\u0131k s\u0131k\u00e7a kar\u0131\u015ft\u0131r\u0131lsa da uzmanlar, her \u00fcretimin bir yerlerden ilham ald\u0131\u011f\u0131n\u0131 ve yarat\u0131c\u0131l\u0131\u011f\u0131 besleyen \u015feylerden biri de sa\u011fl\u0131kl\u0131 k\u0131skan\u00e7l\u0131k ve h\u0131rst\u0131r\u201d dedi.<\/p>\n\n\n\n

Avc\u0131, h\u0131rs\u0131n yap\u0131c\u0131 olmas\u0131 gerekti\u011finin alt\u0131n\u0131 \u00e7izerek “O yapt\u0131ysa ben de yapabilirim” motivasyonun bir\u00e7ok yarat\u0131c\u0131 zihni harekete ge\u00e7irdi\u011fini ifade etti.<\/p>\n\n\n\n

Avc\u0131, \u201dYarat\u0131c\u0131 strateji ise t\u00fcm bu unsurlar\u0131 stratejik bir hedef do\u011frultusunda birle\u015ftirmek anlam\u0131na geliyor. Kaynaklar\u0131n s\u0131n\u0131rl\u0131 oldu\u011fu bir d\u00fcnyada, yarat\u0131c\u0131 dokunu\u015flar stratejinin etkisini katl\u0131yor. Ama\u00e7 sadece veriyle donat\u0131lm\u0131\u015f sunumlar haz\u0131rlamak de\u011fil; ilham veren \u00e7\u00f6z\u00fcmler \u00fcretmek\u201d oldu\u011funu belirtti.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Stratejist, t\u00fcketicinin sesidir<\/strong><\/p>\n\n\n\n

Stratejist kimdir sorusuna yan\u0131t veren Avc\u0131, \u201cStratejist, ajans i\u00e7inde t\u00fcketicinin sesidir. Toplant\u0131 masas\u0131nda fiziksel olarak bulunmayan ama markan\u0131n ula\u015fmak istedi\u011fi ki\u015filerin zihniyetini, duygusunu ve g\u00fcndemini masaya getiren ki\u015fidir. Ajans yap\u0131s\u0131nda m\u00fc\u015fteri temsilcileri; markay\u0131, metin yazarlar\u0131; hik\u00e2yeyi, sanat direkt\u00f6rleri; g\u00f6rselli\u011fi temsil ederken, stratejist; t\u00fcketicinin zihnini ve sezgisini temsil eder. \u0130yi bir stratejist olmak i\u00e7in yaln\u0131zca veri okuryazarl\u0131\u011f\u0131 yetmez. Sokaktan gelen sinyalleri, insanlar\u0131n davran\u0131\u015flar\u0131ndaki de\u011fi\u015fimleri fark etmek gerekir. Stratejist sadece ara\u015ft\u0131rma sonu\u00e7lar\u0131n\u0131 ezberleyen de\u011fil, onlar\u0131 yorumlay\u0131p gerekti\u011finde reddedebilen ki\u015fidir\u201d dedi.<\/p>\n\n\n\n

\u0130kinci oturumda, verilen bilgilendirme sonucunda ger\u00e7ekle\u015fen yar\u0131\u015fmada Avc\u0131 ile Atasoy kat\u0131l\u0131mc\u0131lar\u0131n fikirlerini ve sunumlar\u0131n\u0131 dinlemek i\u00e7in bir reklamc\u0131l\u0131k yar\u0131\u015fmas\u0131 d\u00fczenledi. Yap\u0131lan yar\u0131\u015fmadaki sunumlar sonucunda birinci se\u00e7ilen ekip \u00d6m\u00fcr Ercenik, Ebrar \u00c7akar ve Ay\u015fenur Ba\u015f oldu. Yar\u0131\u015fma birincilerine staj imkan\u0131 sa\u011flanaca\u011f\u0131 belirtildi.<\/p>\n\n\n\n

Etkinlik, Berkant Avc\u0131 ve Beste Atasoy\u2019a verilen te\u015fekk\u00fcr belgesi ile son buldu. <\/p>\n\n\n\n

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\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

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

Muhabir\/Foto\u011fraf: \u00d6mer \u0130\u011frek Edit\u00f6r: Hatice Beyza \u00c7akmak \u0130stanbul-(\u0130\u00dc Haber Merkezi) \u0130stanbul \u00dcniversitesi (\u0130\u00dc) Halkla \u0130li\u015fkiler ve Tan\u0131t\u0131m B\u00f6l\u00fcm\u00fc ve Ajans \u0130stanbul \u0130leti\u015fim\u2019in d\u00fczenledi\u011fi \u201cFikrini Konu\u015ftur\u201d etkinli\u011fi ger\u00e7ekle\u015ftirildi. \u0130\u00dc \u0130leti\u015fim Fak\u00fcltesi Amfi C\u2019de 23 May\u0131s 2025 tarihinde iki oturum \u015feklinde ger\u00e7ekle\u015fen etkinli\u011fe Medina Turgul DDB\u2019den CSO Berkant Avc\u0131 ve Stratejik Direkt\u00f6r Beste Atasoy konuk oldu. \u0130lk […]<\/p>\n","protected":false},"author":14,"featured_media":25506,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[25,1,34,178,2085,2348],"tags":[3220,2093,3399],"class_list":["post-25487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-egitim","category-genel","category-universite","category-fakultemizden","category-manset-haber","category-manset-yani","tag-adforce","tag-ajans","tag-ajansistanbuliletisim"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/25487","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=25487"}],"version-history":[{"count":6,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/25487\/revisions"}],"predecessor-version":[{"id":25520,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/25487\/revisions\/25520"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/25506"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=25487"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=25487"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=25487"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}