Alaeddin Asna'dan iletişim mesleğinde başarılı olmanın sırları

Halkla İlişkiler

20 Sept 201101:44

Summary

TLDRThe speaker emphasizes the importance of long-term planning and continuous measurement in advertising, akin to a never-ending process. They highlight the need for constant strategizing and evaluation, drawing parallels to teaching at university where foundational principles are repeatedly emphasized. The speaker also mentions that with the right planning and strategies, success can be achieved, and examples can make complex concepts easier to understand.

Takeaways

🔄 **Continuous Process**: The speaker emphasizes that marketing is a long-term and ongoing process that never stops.
📈 **Measurement Importance**: There is a desire to measure how the brand is perceived on platforms like YouTube.
📝 **Planning and Execution**: The importance of continuous planning and execution within the marketing process is highlighted.
📊 **Constant Measurement**: The need for constant measurement and assessment is stressed to ensure the success of marketing strategies.
🏫 **Educational Aspect**: The speaker is teaching students at a university, indicating that these principles are fundamental and should be understood.
🔄 **The 4-Step Rule**: The marketing process is described as a cycle of four steps: gathering information, planning, applying, and evaluating.
🌐 **Diverse Examples**: Examples are given to illustrate that marketing can be applied to various entities, not just commercial institutions.
📚 **Learning from History**: The speaker reflects on how not having examples in the past made it difficult to explain marketing concepts to managers.
📈 **Success through Strategy**: Success in marketing is achieved by developing the right strategies and planning.
📖 **Simplified Explanation**: The speaker notes that with examples, it is now easier to explain and understand marketing concepts.

Q & A

What is the main focus of the discussion in the transcript?
-The main focus of the discussion is the long-term process of building a reputation, specifically on YouTube, and the importance of continuous planning and measurement in advertising.
What does the speaker emphasize about the nature of advertising?
-The speaker emphasizes that advertising is a long-term endeavor that requires continuous planning, measurement, and adaptation without interruption.
Why does the speaker mention the need for continuous measurement?
-The speaker mentions the need for continuous measurement to assess how the audience perceives them, which is crucial for the success of advertising campaigns.
What is the significance of the '4-step rule' mentioned in the transcript?
-The '4-step rule' refers to a continuous cycle of information gathering, planning, implementation, and evaluation, which is essential for effective advertising strategies.
How does the speaker describe the evolution of advertising strategies over time?
-The speaker describes the evolution of advertising strategies as a shift from not having clear examples to being able to provide better understanding through examples, making it easier for newer generations to grasp the concepts.
What is the role of examples in the speaker's explanation of advertising?
-Examples play a crucial role in the speaker's explanation as they help illustrate the concepts and make the advertising strategies more relatable and understandable.
Why does the speaker mention different institutions like a Sports Authority or a Civil Society Organization?
-The speaker mentions different institutions to highlight that advertising is not limited to commercial entities but can be applied across various types of organizations.
What is the importance of planning in the context of the transcript?
-Planning is highlighted as a critical component of advertising, necessary for developing successful strategies and ensuring the longevity of a campaign.
How does the speaker suggest measuring success in advertising?
-The speaker suggests that success in advertising should be measured through continuous assessment of audience perception and the effectiveness of the implemented strategies.
What does the speaker imply about the role of education in advertising?
-The speaker implies that education plays a vital role in advertising by teaching the fundamental principles and strategies to students, preparing them for the dynamic field of advertising.
What is the speaker's view on the difficulty of explaining advertising concepts in the past?
-The speaker views the past as more challenging for explaining advertising concepts due to the lack of clear examples, which made it difficult for managers and superiors to understand the work.

Outlines

00:00

🎓 Importance of Continuous Measurement in Long-Term Projects

The speaker emphasizes the importance of continuous measurement in long-term projects, particularly in the context of advertising. They mention that after conducting various studies and reaching a certain point, it is crucial to assess how the project is perceived on platforms like YouTube. The speaker highlights that this is an ongoing process that requires constant planning and measurement. They also stress that advertising is a profession that requires uninterrupted effort and continuous planning and evaluation. The speaker is teaching students at a university, explaining the fundamental principles of this process, which will continue indefinitely. They mention that if one follows the correct strategies and plans, success can be achieved more easily, and they illustrate this with examples, such as how different institutions can benefit from these strategies.

Mindmap

Keywords

💡Measurement

Measurement in this context refers to the process of assessing and quantifying the impact or success of certain actions or strategies. It is integral to the theme of the video as it emphasizes the importance of continuously measuring outcomes to gauge effectiveness. For instance, the speaker mentions wanting to measure how they are perceived on YouTube, indicating a need for ongoing evaluation to adjust strategies accordingly.

💡Long-term process

A long-term process implies that the work being discussed is not a quick fix but requires sustained effort over an extended period. The video's theme revolves around the idea that success in fields like advertising and marketing is not immediate but built through consistent planning and execution. The speaker uses the phrase 'long vadeli bir çalışmadır' to highlight this concept.

💡Planning

Planning is a key concept in the video, referring to the strategic thinking and preparation required to achieve goals. It is mentioned as a continuous necessity within the profession, suggesting that successful outcomes are predicated on thorough and ongoing planning. The script mentions 'devamlı planlama yapmaya', indicating that planning is an ongoing activity that never stops.

💡Advertising

Advertising is a field mentioned in the script where the principles of long-term commitment and continuous measurement apply. It is used as an example of a profession that requires strategic planning and measurement to be successful. The speaker contrasts it with other entities like sports organizations to illustrate the diversity of applications.

💡Strategies

Strategies are the methods or action plans devised to achieve specific goals. In the video, developing the right strategies is highlighted as crucial for success. The speaker suggests that with the correct planning and strategic development, one can achieve success, as indicated by 'doğru stratejiler geliştiriyorsanız'.

💡Information Gathering

Information Gathering is the act of collecting data or insights necessary for making informed decisions. The video underscores the importance of continuously gathering new information to inform planning and strategy. The phrase 'yeni bilgi toplama aşamalarına' from the script illustrates the iterative nature of this process.

💡Implementation

Implementation is the act of putting plans or strategies into action. It is a critical step mentioned in the video's discussion of the four-step rule that will continuously repeat. The speaker implies that without effective implementation, even the best plans and strategies will not yield results.

💡Evaluation

Evaluation is the process of assessing the effectiveness of actions or strategies. It is a key part of the continuous cycle discussed in the video, where the speaker mentions the need for 'değerlendirmeleri'. It helps in understanding what works and what doesn't, thus informing future planning.

💡Professionalism

Professionalism is the conduct, approach, or demeanor expected of a professional. The video suggests that the fields discussed require a professional approach, characterized by continuous planning, measurement, and adaptation. The speaker implies that this professionalism is necessary for long-term success.

💡Examples

Examples are used in the video to illustrate points and make complex ideas more understandable. The speaker mentions that they now provide examples to make their teachings clearer, such as explaining that it's not necessary to be a Trade Bureau to apply these principles, a Sports Bureau or Civil Society Organization could also benefit.

💡Continuous Improvement

Continuous Improvement is the ongoing effort to enhance processes, strategies, or outcomes. The video's theme of a 'never-ending process' encapsulates this concept, suggesting that there is always room for improvement. The speaker's mention of 'uzun ve hiç bitmeyen bir süreç içinde' reflects this idea.

Highlights

Emphasizing the importance of long-term planning in advertising.

Highlighting the necessity of continuous measurement in advertising processes.

Stressing that advertising is a profession that requires constant planning and measurement.

Mentioning the concept of a never-ending process of planning and measurement in advertising.

Introducing the idea that advertising is not just about immediate results but long-term impact.

Discussing the role of measurement in understanding how an ad is perceived on platforms like YouTube.

Suggesting that advertising is a continuous process that does not stop.

Explaining that advertising involves a cycle of data collection, planning, application, and evaluation.

Stating that advertising is a profession that requires ongoing learning and adaptation.

Teaching students the fundamental principles of advertising at university level.

Discussing the four-step rule that will continuously be applied in advertising.

Mentioning that the four-step process in advertising never stops and is always evolving.

Exploring the idea that advertising can be done by various entities, not just trade institutions.

Suggesting that sports institutions or civil society organizations can also engage in advertising.

Stating that if you do the right planning and develop the right strategies, you will be successful in advertising.

Pointing out that with examples and showing the process, advertising becomes easier to understand.

Reflecting on how not having examples in the past made it difficult for managers to understand the advertising process.