ÜNİVERSİTE REKLAMLARINDA KONUMLANDIRMA MESAJLARININ KULLANIMI

20. yüz yılının ikinci yarısındaki nüfus artışı ve toplumdaki çeşitlenmenin bir neticesi olarak ortaya çıkan konumlandırma - positioning kavramı, zamanla sadece mal piyasasında değil hizmet sektöründe de önemini hissettirmiştir. İster mal ister hizmet olsun her türden ürünün tüketici zihninde belli bir alana yerleştirilmesi çabası olarak tanımlanan konumlandırma, hizmet sektörünün aktörlerinden biri sayılan üniversitelerin de pazarlama stratejileri içerisinde önemli bir yer tutmaktadır. Öte yandan rekabet ortamına alışkın olmayan üniversitelerin bu yönde stratejiler oluşturması ve iletişim faaliyetlerinde bulunmalarına yeni yeni rastlanmaktadır. Üniversitelerin bu amaçla kullandığı araçların başındaysa reklamlar gelmektedir. Bu çalışmada konumlandırma kavramı ile üniversiteler arasındaki ilişki ele alınmış, İstanbul'da bulunan 10 adet vakıf üniversitesinin reklamları konumlandırma mesajları çerçevesinde incelenmiştir. İnceleme, Aaker ve Shansby tarafından geliştirilen konumlandırma yöntemleri esas alınarak gerçekleştirilmiştir . İnceleme sonunda üniversitelerin reklamlarında konumlandırma mesajlarına ya hiç yer vermedikleri ya da sadece nitelik ile konumlandırma yaklaşımını benimsedikleri görülmüştür

USAGE OF POSITIONING MESSAGES IN UNIVERSITY ADVERTISEMENTS

The positioning concept, which is a result of both the increase in population and the increasing diversity in the society in the second half of the 20th century, has been gradually becoming prominent in the services sector as well as the industrial sector. Known as the effort to position a product, whether an actual product or a service, to a specific zone in the consumers' mind, positioning is also important for universities, which are considered to be important actors in the services sector. On the other hand, communication efforts and strategies developed by the universities for this purpose were lacking until now, with the dominant tool used by the universities being commercials. In this study, the relations between universities and the concept of positioning are discussed while 10 private universities in İstanbul are examined in terms of their use of positioning in their advertisements. Study was based on the poitioning ways developed by Aaker and Shansby . At the end of the study, it was seen that the universities don't give a place to positioning messages or they adopt only positioning with quality approach in their advertisements

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