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: 10.4018/978-1-5225-1793-1.ch057
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Abstract

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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Introduction

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 (http://www.osym.gov.tr/dosya/1-60426/h/5onlisanslisansduzeyogrencisay.pdf, 2013).

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