THE SIGNIFICANCE OF ADVERTISEMENT ON THE REPUTATION CONCEPT AND ADVERTISEMENT INFLUENCE ON BRANDING WORLD

Abstract

Nowadays, competitive environment is to move from local environment to international environment due to globalization. Uğur Batı (2015) is to explains that there are not lot of recognizable Turk brands on the World inasmuch as they have no branding management. In other words, they do not have effective communication discipline as advertisement. Particularly, integrated marketing communication has concerned public relations communication discipline and advertisement commumication discipline. Public relations and advertisement’s technique, method and implementations are to reach the masses. But, our research is to search and find out who advertisement impacts are. Firms and brands are to utilize advertisement to affect their target market the masses. Brands is to obtain awarness, recognize, recall, image, chracter and identity with advertisement’s technique, method and implementations So, the masses is to influence from brands and then buy brand’s product and service. Firm’s and brand’s greatness and strength criterias have been transformed by concrete values towards abstract values due to change in economical, cultural, technological and social life for twenty years. Brand consist of concrete values and abstract values. But surveys and researchs show that abstract values is important than concrete values. In addition to this, we have brand value, brand’s stock value, brand’s turnover value and brand’s accountancy value. In our research, we would like to understand and find out how abstract values creates. Firstly, our research aim is to explain, what is the connection between reputation consept and advertisement? And Secondly, How advertisement influence brands World?

Keywords

• Advertisement
• Reputation
• Image
• Brand