{"id":13233,"date":"2022-12-01T22:31:51","date_gmt":"2022-12-01T19:31:51","guid":{"rendered":"https:\/\/citil.av.tr\/?p=13233"},"modified":"2022-12-01T22:35:37","modified_gmt":"2022-12-01T19:35:37","slug":"dark-marketing-nedir","status":"publish","type":"post","link":"https:\/\/citil.av.tr\/en\/dark-marketing-nedir\/","title":{"rendered":"Dark Marketing Nedir?"},"content":{"rendered":"<p>Dark Marketing, T\u00fcrk\u00e7e anlam\u0131yla \u201ckaranl\u0131k pazarlama\u201d demektir. Karanl\u0131k pazarlama, \u00fcr\u00fcn ve hizmet tan\u0131t\u0131mlar\u0131 i\u00e7in kullan\u0131lan bir reklam \u00e7e\u015fididir. A\u015fina oldu\u011fumuz g\u00fcn\u00fcm\u00fcz reklamlar\u0131ndan fark\u0131 b\u00fcnyesinde aleniyeti bar\u0131nd\u0131rm\u0131yor olu\u015fudur. Karanl\u0131k pazarlama, belirledi\u011fi kendine has ve gizli mesajlar\u0131yla hedefledi\u011fi spesifik m\u00fc\u015fteri kitlesine ula\u015fmay\u0131 ama\u00e7lar.<\/p>\n<p>Dark marketing bir ba\u015fka \u015fekliyle, m\u00fc\u015fteriye reklam\u0131 hissettirmeden \u00fcr\u00fcn\u00fc pazarlamak \u015feklinde ortaya \u00e7\u0131kar. Son y\u0131llarda hayat\u0131m\u0131zda olduk\u00e7a yer kaplayan influencer kavram\u0131 ile birlikte, dark marketingin gizli reklam\u0131 bar\u0131nd\u0131ran y\u00fcz\u00fcyle s\u0131kl\u0131kla kar\u015f\u0131la\u015fmak m\u00fcmk\u00fcn hale gelmi\u015ftir.<\/p>\n<p><strong>Dark Marketing\u2019in Bir Y\u00fcz\u00fc: \u00d6rt\u00fcl\u00fc\/Gizli Reklam<\/strong><\/p>\n<p>T\u00fcrkiye\u2019de \u00f6rt\u00fcl\u00fc reklam, t\u00fcketicilerin yan\u0131lt\u0131lmas\u0131na sebebiyet verece\u011fi nedeniyle kitle ileti\u015fim ara\u00e7lar\u0131n\u0131n ortaya \u00e7\u0131kmas\u0131yla birlikte yasaklanm\u0131\u015ft\u0131r. Hem 6502 say\u0131l\u0131 T\u00fcketicinin Korunmas\u0131 Hakk\u0131nda Kanun ile hem de Y\u00f6netmelik uyar\u0131nca reklam oldu\u011fu a\u00e7\u0131k\u00e7a belirtilmeksizin yaz\u0131, haber, yay\u0131n ve programlarda, mal veya hizmetlere ili\u015fkin isim, marka, logo veya di\u011fer ay\u0131rt edici \u015fekil veya ifadelerle ticari unvan veya i\u015fletme adlar\u0131n\u0131n reklam yapmak amac\u0131yla yer almas\u0131 ve tan\u0131t\u0131c\u0131 mahiyette sunulmas\u0131 \u00f6rt\u00fcl\u00fc reklam olarak kabul edilir. Her t\u00fcrl\u00fc ileti\u015fim arac\u0131nda sesli, yaz\u0131l\u0131 ve g\u00f6rsel olarak \u00f6rt\u00fcl\u00fc reklam yap\u0131lmas\u0131 yasakt\u0131r.<\/p>\n<p>\u00d6rt\u00fcl\u00fc reklam en s\u0131k \u2018\u00fcr\u00fcn yerle\u015ftirme\u2019 olarak kar\u015f\u0131m\u0131za \u00e7\u0131kar. \u00dcr\u00fcn yerle\u015ftirme, 6112 say\u0131l\u0131 Radyo ve Televizyonlar\u0131n Kurulu\u015f ve Yay\u0131n Hizmetleri Hakk\u0131nda Kanun\u2019da d\u00fczenlenmi\u015f ve yapt\u0131r\u0131mlar\u0131 belirtilmi\u015ftir.<\/p>\n<p>\u00d6rt\u00fcl\u00fc reklam yasa\u011f\u0131n\u0131 i\u015fleyen ki\u015fi ve kurumlar i\u00e7in, reklam ajanslar\u0131 ve mecra kurulu\u015flar\u0131 hakk\u0131nda durdurma veya ayn\u0131 y\u00f6ntemle d\u00fczeltme veya idari para cezas\u0131 ve gerekli g\u00f6r\u00fclen h\u00e2llerde de \u00fc\u00e7 aya kadar tedbiren durdurma cezas\u0131 uygulan\u0131r. Reklam Kurulu, ihlalin niteli\u011fine g\u00f6re bu cezalar\u0131 birlikte veya ayr\u0131 ayr\u0131 verebilir.<\/p>\n<p><strong>Dark Marketingin En S\u0131k Kullan\u0131ld\u0131\u011f\u0131 Alan: Alkol Reklam\u0131 <\/strong><\/p>\n<p>Bilindi\u011fi \u00fczere, T\u00fcrkiye\u2019de alkol, t\u00fct\u00fcn \u00fcr\u00fcnleri ve uyu\u015fturucu gibi ba\u011f\u0131ml\u0131l\u0131k yap\u0131c\u0131 zararl\u0131 her t\u00fcrl\u00fc maddenin reklam\u0131 ve bu maddeleri pazarlama amac\u0131 g\u00fcden her t\u00fcrl\u00fc ticari ileti\u015fim kesin bir \u015fekilde yasaklanm\u0131\u015f bulunmaktad\u0131r. Ancak bu \u00fcr\u00fcnlerin sat\u0131\u015f\u0131 de\u011fil, aleni bir \u015fekilde reklam\u0131n\u0131n yap\u0131lmas\u0131 yasaklanm\u0131\u015f oldu\u011fundan \u00f6zellikle alkol firmalar\u0131 i\u00e7in reklam ihtiyac\u0131 halen s\u00fcrmektedir. \u0130\u015fte bu durum, ortaya \u2018dark marketing\u2019 denen kavram\u0131 \u00e7\u0131karm\u0131\u015ft\u0131r.<\/p>\n<p><strong>Alkol Reklam\u0131n\u0131n Yap\u0131lmas\u0131n\u0131n Yapt\u0131r\u0131mlar\u0131 Neler? <\/strong><\/p>\n<p>2013 y\u0131l\u0131 itibariyle Baz\u0131 Kanunlar \u0130le 375 Say\u0131l\u0131 Kanun H\u00fckm\u00fcnde Kararnamede De\u011fi\u015fiklik Yap\u0131lmas\u0131 Hakk\u0131nda Kanun ile <em>alkoll\u00fc \u00fcr\u00fcnlerin her ne surette olursa olsun reklam\u0131 ve t\u00fcketicilere y\u00f6nelik tan\u0131t\u0131m\u0131n\u0131n yap\u0131lmas\u0131<\/em> yasaklanm\u0131\u015ft\u0131r. Bu yasa\u011fa uymayanlar hakk\u0131nda idari para cezas\u0131 yapt\u0131r\u0131m\u0131 \u00f6ng\u00f6r\u00fclm\u00fc\u015ft\u00fcr.<\/p>\n<p>Bu durumla birlikte alkol firmalar\u0131 gizli sloganlar belirleyip g\u00f6rsel ve logolarla destekleyerek reklam\u0131n\u0131 yapmaya ba\u015flam\u0131\u015ft\u0131r. Bu durum kar\u015f\u0131m\u0131za alkol barda\u011f\u0131n\u0131n patlam\u0131\u015f m\u0131s\u0131rla dolduruldu\u011fu bir g\u00f6rsel, marka veya isim belirtilmeksizin payla\u015f\u0131lan alkol \u015fi\u015feleri olarak s\u0131kl\u0131kla \u00e7\u0131kmaktad\u0131r. K\u0131sacas\u0131 dark marketing bu y\u00f6n\u00fcyle subliminal mesaj ile belirledi\u011fi m\u00fc\u015fteri kitlesine ula\u015f\u0131r.<\/p>\n<p>Bu reklamlar\u0131 uygulayan ve payla\u015fanlar yine \u00f6rt\u00fcl\u00fc reklam yasa\u011f\u0131 uyar\u0131nca yapt\u0131r\u0131mlara maruz kalacakt\u0131r.<\/p>\n<p><strong>\u00c7itil Avukatl\u0131k Ortakl\u0131\u011f\u0131 Blog sayfas\u0131nda yer alan hukuk ve di\u011fer konulardaki yaz\u0131lar ilk sizin e-postan\u0131za gelsin isterseniz \u00c7itil Haber B\u00fclteni\u2019ne abone olun!<\/strong><\/p>\n<p><strong>\u0130nci Sena GEREKL\u0130O\u011eLU<\/strong><\/p>\n<p><strong>Kaynaklar: <\/strong><\/p>\n<p><a href=\"https:\/\/www.mevzuat.gov.tr\">https:\/\/www.mevzuat.gov.tr<\/a><\/p>\n<p><a href=\"https:\/\/dergipark.org.tr\/tr\/download\/article-file\/70435\">https:\/\/dergipark.org.tr\/tr\/download\/article-file\/70435<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Dark Marketing, T\u00fcrk\u00e7e anlam\u0131yla \u201ckaranl\u0131k pazarlama\u201d demektir. Karanl\u0131k pazarlama, \u00fcr\u00fcn ve hizmet tan\u0131t\u0131mlar\u0131 i\u00e7in kullan\u0131lan bir reklam \u00e7e\u015fididir. A\u015fina oldu\u011fumuz g\u00fcn\u00fcm\u00fcz reklamlar\u0131ndan fark\u0131 b\u00fcnyesinde aleniyeti bar\u0131nd\u0131rm\u0131yor olu\u015fudur. Karanl\u0131k pazarlama, belirledi\u011fi kendine has ve gizli mesajlar\u0131yla hedefledi\u011fi spesifik m\u00fc\u015fteri kitlesine ula\u015fmay\u0131 ama\u00e7lar. Dark marketing bir ba\u015fka \u015fekliyle, m\u00fc\u015fteriye reklam\u0131 hissettirmeden \u00fcr\u00fcn\u00fc pazarlamak \u015feklinde ortaya \u00e7\u0131kar. Son&#8230;<\/p>","protected":false},"author":1,"featured_media":13235,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[95,244],"tags":[174,325,243,326,90,327],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00c7itil Avukatl\u0131k Ortakl\u0131\u011f\u0131 - Dark Marketing Nedir?<\/title>\n<meta name=\"description\" content=\"Dark Marketing, T\u00fcrk\u00e7e anlam\u0131yla \u201ckaranl\u0131k pazarlama\u201d demektir. Karanl\u0131k pazarlama, \u00fcr\u00fcn ve hizmet tan\u0131t\u0131mlar\u0131 i\u00e7in kullan\u0131lan bir reklam \u00e7e\u015fididir. A\u015fina oldu\u011fumuz g\u00fcn\u00fcm\u00fcz reklamlar\u0131ndan fark\u0131 b\u00fcnyesinde aleniyeti bar\u0131nd\u0131rm\u0131yor olu\u015fudur. 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