Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey

Digital Advertising Practices and its Impacts on Students: An Application in the Public and Private Universities in Turkey

Ibrahim Kircova (Yıldız Technical University, Turkey) and Dilaysu Cinar (Beykent University, Turkey)
DOI: 10.4018/978-1-4666-8125-5.ch021
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The subject of this chapter is the universities listed on the website of the Council of Higher Education in Turkey. This study aims to reveal the importance of digital advertising in these universities. In this study, firstly, the websites of these universities were examined. Secondly, the social networking and mobile applications listed in these websites were examined. The results of the current study states those Turkish universities' efforts are inadequate. This is clearly seen in mobile application and video sharing tendencies. Although most of them use social networking websites, the contents of their profiles are not attractive enough to draw the attention of young people. Therefore, special interest has to be given to content management on social networking profiles.
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Marketing is the most dynamic and innovative business function. Marketing is directly and indirectly affected by many technological developments, especially information and communication technologies. In the mid-1990s means of communication has begun to change across the world with the widespread use of the Internet. The changes in communication have also affected marketing activities. Online marketing activities – such as digital advertising- has become one of the most important factors in doing business. Digital marketing and advertising technologies enable businesses to introduce themselves and their offerings to a wider audience. It also improves product attractiveness. On the other hand consumers can also benefit from digital marketing technologies by reaching a wide variety of offerings and information about products and/or services they intend to buy.

According to The US-based Interactive Advertising Bureau's (IAB) report which was published in February 2013, the number of internet users in Turkey has increased by 1.3 million in one year and reached 26.6 million people. The information shared in the report draws attention to the increase in the number of Turkish Internet users and their usage patterns. The 56.7 percent of Turkish internet users access the web on a daily basis. The percentage of people access the web less than once a month is 1.1 percent. The gender ratio of Turkish internet users is 56 percent male, and 44 percent female. Among the new joiners, 628 thousand people graduated from primary school or have lower educational levels. Most noticeable growth in the new joiners was seen in the group aged 55 years and older with 20 percent. With this addition to the population, 1.2 million of 26.6 million has become 55 years or older (, 2013).

Key Terms in this Chapter

E-mail Advertising: Ads conducted through email system to provide information and news about new or current products or services.

Social media: Social media digital platforms that involve real-time information sharing with speed and user convenience.

Mobile advertising: Brands forward their direct marketing messages with different mobile settings and applications in order to provide their CRM, advertising and promotion.

Mobile Application: Software that is designed for run on mobile devices such as; smart phones and tablet computers.

Social Media Advertising: It is a kind of advertising that provided through media such as blogs, social networks, bookmarking sites, video sharing sites and forums.

Advertising: Messages that are put forward In order to inform or convince the target audience about product, service, organization or ideas by which businesses, non-profit organizations, public institutions or individuals.

Digital Advertising: The main purpose of online advertising is to perform advertising activities that will reach directly to the target audience. Online advertising can provide reports that have strategic importance to advertisers by using several measurement methods. It can also be documented for feedback and can provide more direct solutions when compared to other media channels with a smaller budget.

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