THE USE OF ROSSITER PERCY GRID (RPG) IN ONLINE AIRLINE ADVERTISING: SAMPLE OF ANADOLUJET AIRLINES

Günümüzde birçok sektörde faaliyet gösteren firmalar ve pazarlamacılar için marka değeri gittikçe önem arz eden bir konu olmaktadır. Bütünleşik pazarlama iletişimi çalışmalarının bir sonucu olarak, marka değerini artıran reklamlar üzerinde çeşitli stratejiler geliştirilmekte ve böylece daha fazla müşteriye ulaşılmaya çalışılmaktadır. Bu doğrultuda akademik literatürde farklı reklam modelleri ve 21. Yüzyılın iletişim harikası olan sosyal ağlar, pazarlamacılara yardımcı olmaktadır. Bu çalışmada, Türk Hava Yolları’ nın alt markası olan ve yurt içinde hizmet veren AnadoluJet firmasının yayınladığı Facebook reklamları betimsel analiz yöntemlerinden biri olan içerik analiziyle incelenmiş ve reklam planlama modeli; Rossiter Percy Izgarası’ na (RPI) göre analiz edilmiştir. Bu çalışmanın amacı, AnadoluJet firması reklamlarının RPI’ ya uygun bir biçimde marka tutumu yaratıp yaratmadığını anlamak ve reklam literatüründe yer alan pazarlama araştırmalarına katkı sağlamaktır. 1. GİRİŞ

Anahtar Kelimeler:

Pazarlama, marka, reklam

THE USE OF ROSSITER PERCY GRID (RPG) IN ONLINE AIRLINE ADVERTISING: SAMPLE OF ANADOLUJET AIRLINES

Recently, brand value is an increasingly important issue for marketers and companies operating in many sectors. As a result of the integrated marketing communication work, various strategies are developed on ads that are published to increase brand value and reach more customers. In this respect, different advertising models in the academic literature and social networks that are contact wonders of the twenty-first century help marketers to reach these goals. In this study, Facebook ads, which are published by AnadoluJet Airlines that generally serve in domestic market as a trademark of Turkish Airlines, were examined and the contents were analyzed by means of descriptive analysis according to an advertisement-planning model, “Rossiter Percy Grid (RPG)”. Aim of the study is to understand whether or not the ads of AnadoluJet fit with RPG for creating brand attitude and to contribute marketing research in the advertising literatüre.

Keywords:

Marketing, brand advertising, Rossiter Percy Grid, social network,

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