28 October 2010

De Facto reklamları tüketiciyi doğru ruh halinde yakalıyor...

Shakespeare balkondaki sevgilisine çiçekler atarak etkileyici cümleler kuruyordu….

Çoğu insan duygu yoğunluğunun olduğu dönemlerde Shakespeare’in etkileyici cümlelerine başvurmuştur. Cümlelerin etkili olmasının nedeni, cümlelerin anlamı kadar sizin ruh halinizdir de. Shakespeare cümleleri sizin ağzınızda da işe yarar mı bilinmez. Zira cümle ne kadar etkili olursa olsun anlam kazanabilmesi ruh haline, yaşanmışlığa ve deneyime bağlıdır.

Mesaj ne kadar etkili olursa olsun mesaja anlam veren deneyimdir.

Mesaj doğru deneyimle buluştuğu zaman amacına ulaşır

Öyleyse mesaj vermeden önce düşünmeniz gereken karşıdaki kitlenin deneyimleri ve yaşam tarzlarıdır ; aksi hikayedir…

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De facto birkaç yıldır oldukça etkili , tüketici ruh halini vuran mesajları doğru yakalıyor.

Geçen yıl “jean Amerikan şalvarıdır” cümlesini kullanmıştı , oldukça etkili olmuştu, dikkat çekmeyi başarmıştı

Bu sene ki reklamları da oldukça başarılı

Reklamlardaki oyuncu ; süreki fiyat değişikliği caiz mi, bizde fiyatlar hep uygun mesajını espirili bir dille anlatıyor

Özellikle kriz döneminde reklamlar çok fazla fiyat odaklı olmaya başladı. Sürekli indirimler tüketici zihnine iyice yerleşti. Her markanın fiyatlarla sürekli tüketici algısını dövmesi fiyat mesajının artık etkisini yitirmesine neden olacaktır. Kampanya ve promosyonlar doyum noktasına ulaşmıştır.

De facto böyle bir dönemde; bizde indirim ve promosyon yok, fiyatlarımız makul mesajını doğru zamanda iletiyor.

Genel eğilim neyi gösteriyorsa doğru olan bunun tam tersidir. Eğilim yönünde zaten gereğinden fazla koşturan oyuncu vardır.

Shakespeare’in cümlelerinin ruh haline göre anlam bulması gibi, tüketici ruhunda da fiyat ve promosyon cezp ediciliğini yitirmiştir

De facto bu anlamda tüketici ruh halini yine doğru bir noktadan yakalıyor.



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