PAZARLAMA İLETİŞİMİ KAPSAMINDA İNFOGRAFİK VE GRAFİK KAYIT KAVRAMININ REKLAMCILIK SEKTÖRÜNDE KULLANIMI
THE USE OF INFOGRAPHIC AND GRAPHIC RECORD CONCEPT IN THE ADVERTISING SECTOR IN THE SCOPE OF MARKETING COMMUNICATION

Summary/Abstract: There are millions of products and services produced and consumed in today's advertising and marketing world. However, this consumption phenomenon, which takes place very intensely in the complexity and speed of the century we live in, brings along some problems during the delivery of the product to the consumer. The question of how the consumer, who is subjected to an intense data bombardment with auditory and visual data, should reach the right product is the biggest problem of the producers and advertisers today. The solution found in order to overcome this complexity and deliver the right message to the right consumer is the concept of "Marketing Communication". Based on this approach, advertisers have discovered various tools and expressions that are effectively used in marketing and promotion. One of these tools is the use of infographics, a method that can simplify complex information in an understandable, efficient and effective manner, and the graphic recording method that evolved from infographic techniques. In this way, refined information is arranged with graphic elements and transferred to the buyer with a visual discipline, which increases the memorability and understandability of the visualized information. In this study, infographic and graphic recording concepts, types and uses in the sector, which are important tools that allow information to be presented to the audience in a comprehensive but refined manner by visualizing it with graphic art, were investigated and its importance in marketing communication was tried to be defined.

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