REKLAM ARACI OLARAK ADVERGAMING

Marmara Üniversitesi øø%)'HUJLVL YIL 2010&ø/7;;IX, SAYI II, S. 455-478 REKLAM ARACI OLARAK ADVERGAMING Betül ÖZKAYA Özet Yeni PHG\DQÕQJHOHQHNVHONLWOHLOHWLúLPRUWDPODUÕQGDQoRNGDKDHWNLOHúLPOL JHUoHNOLN GX\JXVX \DUDWDQ ]DPDQ YH PHNDQGDQ ED÷ÕPVÕ] ELU LOHWLúLP RUWDPÕ VXQPDVÕWNHWLFL\L\DNÕQGDQWDQÕ\DUDNGDKDNROD\YHNDSVDPOÕELUúHNLOGHHWNLOHPH\L DPDoOD\DQ UHNODPODU DoÕVÕQGDQ ROGXNoD |QHPOLGLU $QFDN \DúDQDQ EX JHOLúPHOHU WNHWLFL\L GDKD L\L WDQÕPDPÕ]Õ VD÷ODUNHQ ELU \DQGDQ GD RQODUD XODúPDPÕ]Õ ]RUODúWÕUPDNWDGÕUg]HOOLNOHJHQoWNHWLFLNLWOHVLQLQLOJLRGD÷ÕQÕHWNLOHúLPOLYHGLMLWDO LOHWLúLP DUDoODUÕ ROXúWXUXUNHQ JHOHQHNVHO NLWOH LOHWLúLP DUDoODUÕ\OD LOJLOHULQL FDQOÕ WXWPDNROGXNoD]RUJ|UQPHNWHGLU<HQLLOHWLúLPRUWDPÕQGDJFHOLQGHEXOXQGXUDQ WNHWLFLQLQ GLNNDWLQL oHNPHN WNHWLFLQLQ KDIÕ]DVÕQGD \HU HWPHN YH GDYUDQÕúÕQÕ GH÷LúWLUPHN LoLQ \DUDWÕFÕ YH HWNLOL SD]DUODPD LOHWLúLPL VWUDWHMLOHUL X\JXODPDN JHUHNPHNWHGLU .LWOH LOHWLúLPLQH GD\DOÕ JHOHQHNVHO UHNODP PHVDMODUÕQÕQ HWNLVLQLQ JLGHUHND]DOGÕ÷ÕSD]DUODPDLOHWLúLPLQGHDGYHUJDPLQJJLEL\HQLPHG\DNXOODQÕPÕQD GD\DOÕVWUDWHMLOHUPDUNDODUÕQ\HQLoÕNÕúQRNWDODUÕRODUDNNDUúÕPÕ]DoÕNPDNWDGÕU Anahtar Kelimeler: Yeni Medya, (WNLOHúLP (WNLOHúLPOL 5HNODPODU Advergaming ADVERGAMING AS ADVERTISEMENT TOOL Abstract New Media presents a time and place free communication environment which creates a feeling of reality and functions much more interactive than the traditional mass media and this is essential for the advertisements that target to recognise the customers to influence them easily and widely. Although the developments make it easier for us to recognise them, it also makes it harder to reach them. It seems very difficult to maintain the focus and attention of especially the young consumers since they focus on interactive and digital communication tools. This new communication enviroment has to draw the attention of the consumers who retain the power, to ingrain in their memories and to change their consumer behaviours , creative and impressive marketing communication strategies should be applied. Advergaming as a strategy based on new media use is a starting Yrd. Doç. Dr., 0DUPDUDhQLYHUVLWHVLøOHWLúLP)DNOWHVL+DONODøOLúNLOHUYH7DQÕWÕP%|OP 5HNODPFÕOÕNYH7DQÕWÕP$QDELOLP'DOÕEHWXOR]ND\D#PDUPDUDHGXWU 455 Yard. Doç. Dr. Betül ÖZKAYA point for brand marks where the messages of traditional advertisements of mass media are gradually losing the effect in marketing communication. 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