Corporate Advertising in Financial Service Companys

dc.contributor.author Merau, Pinar Seden
dc.date.accessioned 2023-10-19T15:11:59Z
dc.date.available 2023-10-19T15:11:59Z
dc.date.issued 2007
dc.department-temp [Merau, Pinar Seden] Kadir Has Univ, Iletisim Fak, Reklamml Bolumu, Istanbul, Turkey en_US
dc.description.abstract Corporate advertising is a field in which public relations and advertising acted together within the integrated marketing communications. Corporate advertising is a dicipline which uses the concepts of public relations such as corporate culture, corporate identity, corporate image. The products of an enterprise is the physical proof of the entity of the enterprise. But, service enterprises does not have this kind of opportunity, because of their intangible characteristic. Most frequently, a service has been described as an act, a process and a performance. For example, activities such as accountancy, banking and hairdressing can be recognized as being predominantly service based. Also services can be more widely described as economic activities that create 'added value' and provide benefits for customers. The benefits of buying a product are based on its physical characteristics whereas the benefits of buying a service are from the nature of the performance. In comparison to physical goods, services cannot be stored or readily displayed. They are difficult to communicate, cannot be protected through patents and prices are difficult to set. Financial service advertisements comprises all banking services as well as credit operations, insurance and retirement. The financial services are very alike to eachother; so it is hard to be differentiated from the other companies services and product. For this reason the corporate advertisements aims to effect the consumer and customer perceptions by giving the added value to the service product. The aim of this paper is to analyse the use of corporate advertising in financial service companies in theoretical frame. For this purpose, by determining the conceptual frame of corporate advertising and service concepts, the use of service marketing in financial service companies and corporate advertising activities are represented. en_US
dc.identifier.citationcount 0
dc.identifier.endpage 148 en_US
dc.identifier.issn 1302-633X
dc.identifier.issue 29 en_US
dc.identifier.startpage 129 en_US
dc.identifier.uri https://hdl.handle.net/20.500.12469/5299
dc.identifier.wos WOS:000409623900008 en_US
dc.institutionauthor Merau, Pinar Seden
dc.khas 20231019-WoS en_US
dc.language.iso tr en_US
dc.publisher Istanbul Univ en_US
dc.relation.ispartof Istanbul Universitesi Iletisim Fakultesi Dergisi en_US
dc.relation.publicationcategory Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/closedAccess en_US
dc.subject Corporate advertising en_US
dc.subject services en_US
dc.subject service enterprices en_US
dc.title Corporate Advertising in Financial Service Companys en_US
dc.type Article en_US
dc.wos.citedbyCount 0
dspace.entity.type Publication

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