Bütünleşik Pazarlama İletişimi'nde Kullanılan Bir Ortam Olarak İnternet

Abstract

This study deals with internet, on the basis of marketing communications andintegrated marketing communications tools and observes internets usability and asset as amedium.The research starts with communication notion, its elements and persuasivecommunication. From this point, Marketing Communications, as a notion, has beenconsidered. After defining its components, Integrated Marketing Communications has beenobserved as a more comprehensive concept. Then internet has been touched on with itsattributes as a medium, positive and negative characteristics, applicable tools, creative worksand the right answer of the question ?How Integrated Marketing Communications may useinternet as a medium?? has been searched.A questionnaire has been implemented in the study, to estimate the influences ofinternet advertising in Turkey. Two different questionnaires were prepared; one foradvertising/internet/media agencies and web publications, the other for advertisercompanies. Then all the findings has turned to account to get a realistic point on internetadvertising in Turkey.Key Words: Communication, Marketing Communication, Integrated MarketingCommunication, Internet, Interactive Marketing, Interactive Advertising