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The concept of integrated marketing communication is becoming increasingly important today. Accordingly, the indispensable importance and value of advertising for companies to meet and communicate with their target audiences is increasing day by day. The necessity of planning the advertising objectives and strategies of companies in accordance with their general marketing objectives, the market structure that differentiates with the effect of changing environmental conditions and the change in the consumer structure caused by the marketing approach, the importance of the customer for companies, have led to the emergence of new perspectives in the understanding of advertising. In addition, in order for advertising, which is an important financial expense for companies, to create the desired effect, the simple and complementary ties between advertising and marketing need to be reconsidered.

This study, which was created by taking all these points into consideration, exhibits in full detail, starting from what the advertisement is, what it tells, how it tells it and who it aims to reach, based on advertising examples.



Number of Pages: 556

Year of Printing: 2009


Language: Turkish
Publisher: İletişim Publishing

First Print Year: 2005

Language Turkish