{
    "id": 4838,
    "date": "2023-08-05T17:53:44",
    "date_gmt": "2023-08-05T14:53:44",
    "guid": {
        "rendered": "https:\/\/blueapplemedia.com.tr\/?p=4838"
    },
    "modified": "2023-08-19T17:20:09",
    "modified_gmt": "2023-08-19T14:20:09",
    "slug": "medya-satin-alma-temel-kilavuz",
    "status": "publish",
    "type": "post",
    "link": "https:\/\/blueapplemedia.com.tr\/en\/?p=4838",
    "title": {
        "rendered": "Media Buying: The Essential Guide"
    },
    "content": {
        "rendered": "<p class=\"wp-block-paragraph\">Medya sat\u0131n alma, reklamverenleri kitlelerle bulu\u015fturmada kritik bir ad\u0131md\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Peki medya sat\u0131n alma nas\u0131l \u00e7al\u0131\u015f\u0131r? Bir medya sat\u0131n almac\u0131 ne yapar? Ve t\u00fcm bunlar neden bu kadar \u00f6nemli?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu yaz\u0131da, bir sonraki medya sat\u0131n al\u0131m\u0131n\u0131za haz\u0131rlanman\u0131za yard\u0131mc\u0131 olmak i\u00e7in yaz\u0131l\u0131, g\u00f6rsel ve dijital medya sat\u0131n al\u0131m\u0131n\u0131n gizemlerini \u00e7\u00f6zerken bu sorular\u0131 ve daha fazlas\u0131n\u0131 yan\u0131tlayaca\u011f\u0131z. \u0130ster ilk kez ajans sahibi olun, ister filminizin reklam\u0131n\u0131 yapmak isteyen bir yap\u0131mc\u0131 ya da bu konuda tamamen acemi olun, sizin i\u00e7in buraday\u0131z.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Medya sat\u0131n alma nedir? Hadi ba\u015flayal\u0131m.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Reklamc\u0131l\u0131kta medya sat\u0131n alma, bir veya birka\u00e7 pazarlama kanal\u0131nda reklam alan\u0131 i\u00e7in pazarl\u0131k yapma ve sat\u0131n alma s\u00fcrecini ifade eder. Ama\u00e7, i\u00e7eri\u011finizi do\u011fru kitleye ula\u015ft\u0131rmak i\u00e7in do\u011fru yeri, zaman\u0131 ve ba\u011flam\u0131 bulmakt\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6rne\u011fin bir film yap\u0131mc\u0131s\u0131ysan\u0131z, pazarlama stratejiniz genellikle \u00fclke \u00e7ap\u0131nda ve \u00e7evrimi\u00e7i alanda fragmanlar ve reklam panolar\u0131 \u015feklinde bir medya sat\u0131n al\u0131m\u0131n\u0131 i\u00e7erir. Amac\u0131n\u0131z muhtemelen insanlar\u0131n filminizden haberdar olmas\u0131n\u0131 sa\u011flamak ve umar\u0131m gi\u015fede b\u00fcy\u00fck bir ba\u015far\u0131 elde etmektir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c7o\u011fumuz, reklamverenlerin reklamlar\u0131n\u0131 yay\u0131nlamak i\u00e7in zaman sat\u0131n ald\u0131klar\u0131 s\u00fcre\u00e7 olan TV medya sat\u0131n alma hakk\u0131nda biraz bilgi sahibiyiz, ancak medya sat\u0131n alma tan\u0131m\u0131 bundan \u00e7ok daha geni\u015f bir medya sat\u0131n alma yelpazesini kaps\u0131yor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Medya sat\u0131n alma t\u00fcrleri<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Bu noktada, en yayg\u0131n medya sat\u0131n alma t\u00fcr\u00fc dijitaldir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu y\u00fczden oradan ba\u015flayaca\u011f\u0131z.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">\u00c7evrimi\u00e7i medya sat\u0131n alma<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">En sevdi\u011finiz web sitesinde bir banner reklam veya sosyal medyada video reklamlar g\u00f6rd\u00fcyseniz, bir reklamverenin dijital medya sat\u0131n alma s\u00fcreciyle kar\u015f\u0131la\u015fm\u0131\u015fs\u0131n\u0131z demektir. Bu konuda daha fazla bilgiyi a\u015fa\u011f\u0131da bulabilirsiniz. Yine de, \u00f6n\u00fcm\u00fczdeki birka\u00e7 b\u00f6l\u00fcmde bu konuyu \u00e7ok daha ayr\u0131nt\u0131l\u0131 olarak ele alaca\u011f\u0131z.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">TV<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">En sevdi\u011finiz televizyon program\u0131n\u0131n ortas\u0131nda bir reklam g\u00f6rd\u00fcyseniz, bir reklamverenin TV medya sat\u0131n alma s\u00fcrecinin sonucuna tan\u0131k olmu\u015fsunuzdur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ba\u015fka bir \u00f6rnek: Diyelim ki filminizin pazarlama stratejisinin bir par\u00e7as\u0131 da medya sat\u0131n alma s\u00fcrecine kat\u0131lmak; filminizin fragman\u0131n\u0131n daha k\u0131sa bir versiyonunu i\u00e7eren 10 ya da 15 saniyelik bir TV spotunu kanallara yerle\u015ftirebilirsiniz. Bu versiyonda muhtemelen birka\u00e7 \u00f6nemli \u00e7\u0131kar\u0131m ve vizyon tarihi yer alacakt\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jason Bourne fragman\u0131na bir g\u00f6z at\u0131n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fragmandan \u00f6nce 5 saniyelik bir teaser var.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Jason Bourne - Official Trailer (HD)\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/F4gJsKZvqE4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Fragman\u0131n tamam\u0131 g\u00f6sterilemedi\u011finde film i\u00e7in bir reklam ve ayn\u0131 zamanda fragman i\u00e7in bir giri\u015f g\u00f6revi g\u00f6r\u00fcyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pazarlama b\u00f6yle bir\u015fey \ud83d\ude42<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Pano<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Daha \u00f6nce bir reklam panosunun ya da yan taraf\u0131na b\u00fcy\u00fck bir film afi\u015fi yap\u0131\u015ft\u0131r\u0131lm\u0131\u015f bir otob\u00fcs\u00fcn yan\u0131ndan ge\u00e7tiyseniz, \u00fccretli medya sat\u0131n alma s\u00fcrecinin klasik bir \u00f6rne\u011finin de yan\u0131ndan ge\u00e7mi\u015fsiniz demektir. Bu bazen &#8220;ev d\u0131\u015f\u0131&#8221; veya (OOH) olarak adland\u0131r\u0131l\u0131r.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/panoreklam-1024x683.jpg\" alt=\"\" class=\"wp-image-4839\" srcset=\"https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/panoreklam-1024x683.jpg 1024w, https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/panoreklam-300x200.jpg 300w, https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/panoreklam-768x512.jpg 768w, https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/panoreklam-1536x1024.jpg 1536w, https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/panoreklam-2048x1366.jpg 2048w, https:\/\/blueapplemedia.com.tr\/wp-content\/uploads\/2023\/08\/panoreklam-600x400.jpg 600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\"><strong>Reklam panolar\u0131 hala film pazarlaman\u0131n en yayg\u0131n yollar\u0131ndan biri.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">E\u011fer daha b\u00fcy\u00fck b\u00fct\u00e7eli bir yap\u0131mc\u0131ysan\u0131z, Sunset Bulvar\u0131&#8217;ndaki reklam panolar\u0131 size para kazand\u0131rabilir.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Print<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Online platformlardan ba\u011f\u0131ms\u0131z olarak, gazete ve dergi gibi bas\u0131l\u0131 reklamlar hala okunuyor. Markan\u0131z\u0131 veya yarat\u0131c\u0131 projenizi tan\u0131tmak i\u00e7in harika bir yol olabilirler.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Radyo<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Radio, or even more recently, podcasts, can be a super effective media buy. If you\u2019re a small business, local stations are a great way to reach new and pre-existing customers. Indie films may also have luck purchasing space on local radio stations.&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Canl\u0131 etkinlikler<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">B\u00fcy\u00fck bir m\u00fczik festivali s\u0131ras\u0131nda, gruplar\u0131n aras\u0131nda veya mekan\u0131n ba\u015fka bir yerinde reklam g\u00f6steren bir LED ekran olabilir. Markalar, hedeflerine uygunsa bu \u00f6zel spotlar\u0131 sat\u0131n alabilirler.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ve bu liste ger\u00e7ekten de uzay\u0131p gidiyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Temel olarak, herhangi bir yerde herhangi bir \u015fekilde reklam g\u00f6rd\u00fcyseniz, muhtemelen birisinin onu oraya koymak i\u00e7in \u00fccretli medya sat\u0131n al\u0131m\u0131 yapt\u0131\u011f\u0131n\u0131 varsaymak g\u00fcvenlidir.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Bilmeniz gereken birka\u00e7 terim<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Medya sat\u0131n alma s\u00fcrecinin d\u00f6k\u00fcm\u00fcne ge\u00e7meden \u00f6nce, bir sonraki \u00fccretli medya sat\u0131n alma giri\u015fiminize ba\u015flamadan \u00f6nce a\u015fina olmak isteyebilece\u011finiz baz\u0131 terimlere g\u00f6z atal\u0131m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Geleneksel ve dijital medya sat\u0131n alma ortamlar\u0131n\u0131n s\u00fcrekli de\u011fi\u015fti\u011fini unutmay\u0131n; bu nedenle a\u015fa\u011f\u0131daki liste hi\u00e7bir \u015fekilde kapsaml\u0131 olarak de\u011ferlendirilmemelidir.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Medya kar\u0131\u015f\u0131m\u0131<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">&#8220;Medya karmas\u0131&#8221; terimi, bir reklam kampanyas\u0131n\u0131n hedeflerine ula\u015f\u0131rken kullanaca\u011f\u0131 pazarlama kanallar\u0131n\u0131n kar\u0131\u015f\u0131m\u0131n\u0131 ifade eder.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bir kampanyan\u0131n oda\u011f\u0131n\u0131n ve b\u00fct\u00e7esinin ne kadar\u0131n\u0131n her bir kanala ayr\u0131laca\u011f\u0131n\u0131 (\u00f6rne\u011fin televizyon reklamlar\u0131na ne kadar zaman veya para ayr\u0131laca\u011f\u0131, reklam panolar\u0131na ne kadar zaman veya para ayr\u0131laca\u011f\u0131, radyo reklamlar\u0131na ne kadar zaman veya para ayr\u0131laca\u011f\u0131, web sitesi banner&#8217;lar\u0131na ne kadar zaman veya para ayr\u0131laca\u011f\u0131 gibi) ve kampanyan\u0131n genel hedeflerine ula\u015fmak i\u00e7in her bir kanal\u0131n birbiriyle nas\u0131l sinerji yarataca\u011f\u0131n\u0131 a\u00e7\u0131klar.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Manuel teklif verme, programatik medya sat\u0131n alma ve do\u011frudan sat\u0131n alma<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Manuel teklif verme, bir pazarlama ekibinin reklam alan\u0131 i\u00e7in do\u011frudan alan baz\u0131nda ve \u00fc\u00e7\u00fcnc\u00fc taraf bir hizmetin kat\u0131l\u0131m\u0131 olmadan teklif verdi\u011fi uygulamad\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Manuel teklif verme, genellikle bir arac\u0131n\u0131n gereklili\u011fini (ancak avantajlar\u0131n\u0131 de\u011fil) ortadan kald\u0131ran dijital medya sat\u0131n alma platformlar\u0131 taraf\u0131ndan kolayla\u015ft\u0131r\u0131l\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Programatik medya sat\u0131n alma, algoritmalar ve yapay zekan\u0131n rehberli\u011finde reklam alan\u0131 sat\u0131n alan otomatik bir medya sat\u0131n alma bi\u00e7imidir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Programatik medya sat\u0131n alma, geleneksel medya sat\u0131n almaya y\u00f6nelik modern ve veri odakl\u0131 bir yakla\u015f\u0131m\u0131 temsil eder ancak bir kampanyan\u0131n zaman i\u00e7indeki geli\u015fimine ayak uydurmak i\u00e7in dikkatli bir izleme ve ayarlama gerektirir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do\u011frudan sat\u0131n alma, belirli bir reklamverenle do\u011frudan reklam alan\u0131 pazarl\u0131\u011f\u0131 yapma uygulamas\u0131d\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do\u011frudan sat\u0131n alma yapan medya al\u0131c\u0131s\u0131, istedi\u011fi reklam yerle\u015fiminin fiyat\u0131n\u0131 ve di\u011fer ayr\u0131nt\u0131lar\u0131n\u0131 belirlemek i\u00e7in do\u011frudan belirli bir yay\u0131na, web sitesine veya ba\u015fka bir reklam kurulu\u015funa ula\u015f\u0131r. Bu nedenle do\u011frudan sat\u0131n alma, reklamc\u0131l\u0131kta di\u011fer toplu veya hedefli medya sat\u0131n alma y\u00f6ntemlerinden (programatik medya sat\u0131n alma gibi) daha \u00f6zelle\u015ftirilebilir olabilir, ancak ayn\u0131 zamanda \u00f6nemli \u00f6l\u00e7\u00fcde daha fazla zaman alabilir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Medya sat\u0131n alma nas\u0131l \u00e7al\u0131\u015f\u0131r?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Art\u0131k medya sat\u0131n alman\u0131n temellerine a\u015fina oldu\u011fumuza g\u00f6re, nas\u0131l yap\u0131laca\u011f\u0131na bir g\u00f6z atal\u0131m.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Medya sat\u0131n alma s\u00fcrecini \u00fc\u00e7 ana a\u015famaya ay\u0131ral\u0131m.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">A\u015fama1: Ara\u015ft\u0131rma ve hedeflenen stratejinin haz\u0131rlanmas\u0131<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Medya sat\u0131n alman\u0131n ilk a\u015famas\u0131 tamamen ara\u015ft\u0131rma ve planlamayla ilgilidir. Bu a\u015fama genel olarak her \u015feyi s\u0131raya koymakla ilgilidir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Medya sat\u0131n al\u0131m\u0131n\u0131n nas\u0131l ba\u015flad\u0131\u011f\u0131n\u0131 anlamak i\u00e7in, ister TV medya sat\u0131n al\u0131m\u0131 olsun, ister canl\u0131 etkinlik alan\u0131 sat\u0131n almak olsun (her ne olursa olsun), t\u00fcm medya sat\u0131n al\u0131mlar\u0131n\u0131n hedefe y\u00f6nelik oldu\u011funun fark\u0131na varmal\u0131y\u0131z.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u0131c\u0131 olarak, \u015fimdi hedef kitlenizin kim oldu\u011funu ve bu kitlenin reklam\u0131 g\u00f6rmesi ve tutmas\u0131 i\u00e7in en iyi noktan\u0131n neresi oldu\u011funu ger\u00e7ekten bilmenin zaman\u0131d\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bir ajans sahibiyseniz, ayn\u0131 \u015fey ge\u00e7erlidir ancak m\u00fcmk\u00fcn olan en iyi sonucu ald\u0131\u011f\u0131n\u0131zdan emin olmak i\u00e7in m\u00fc\u015fteriyle ba\u011flant\u0131 kurmak ve onu dinlemek i\u00e7in \u00e7ok zaman harcars\u0131n\u0131z. Hedef kitlelerini ve \u00fcr\u00fcnlerinin, hizmetlerinin ve hatta filmlerinin i\u00e7 y\u00fcz\u00fcn\u00fc bilmek hayati \u00f6nem ta\u015f\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u00fcm bunlar, medya planlama olarak bilinen, birbiriyle yak\u0131ndan ba\u011flant\u0131l\u0131 ancak teknik olarak ayr\u0131 bir s\u00fcre\u00e7 arac\u0131l\u0131\u011f\u0131yla ger\u00e7ekle\u015fir.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Medya planlamay\u0131 tan\u0131y\u0131n<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Tam olarak kula\u011fa geldi\u011fi gibi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Medya planlama, bir markan\u0131n pazarlama hedeflerini netle\u015ftirme ve ger\u00e7ek d\u00fcnyada bu hedeflere ula\u015fmak i\u00e7in bir plan geli\u015ftirme s\u00fcrecidir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Oyuncak reklamlar\u0131n\u0131n \u00e7izgi filmlerde, bira reklamlar\u0131n\u0131n ise futbol ma\u00e7lar\u0131nda yay\u0131nlanmas\u0131n\u0131n nedeni de budur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Farkl\u0131 g\u00f6r\u00fcnseler de medya planlama ve sat\u0131n alma uygulamalar\u0131 temel d\u00fczeyde birbiriyle ba\u011flant\u0131l\u0131d\u0131r; \u00f6yle ki medya planlama s\u00fcreci, medya sat\u0131n alma s\u00fcrecinin ilk ve tart\u0131\u015fmas\u0131z en \u00f6nemli ad\u0131m\u0131 olarak kabul edilebilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ama\u00e7lar\u0131m\u0131z do\u011frultusunda basitle\u015ftirecek olursak, medya planlamas\u0131n\u0131n k\u0131smen hedefe y\u00f6nelik bir medya sat\u0131n alma stratejisi geli\u015ftirmenin bir yolu oldu\u011funu s\u00f6yleyebiliriz. Bu, reklamverenlerin reklamlar\u0131 i\u00e7in hedef kitleye ne zaman, nerede ve nas\u0131l ula\u015facaklar\u0131n\u0131 belirledikleri pazar ara\u015ft\u0131rmas\u0131 ve marka geli\u015ftirme uygulamas\u0131d\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ba\u015fka bir deyi\u015fle, medya sat\u0131n alma tan\u0131m\u0131 reklam alan\u0131 sat\u0131n alma s\u00fcrecinin tamam\u0131n\u0131 kaps\u0131yorsa, medya planlama tan\u0131m\u0131 da hangi reklam alan\u0131n\u0131n sat\u0131n al\u0131naca\u011f\u0131n\u0131 se\u00e7me s\u00fcrecinin tamam\u0131n\u0131 kapsar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">G\u00fc\u00e7l\u00fc bir hedefli medya sat\u0131n alma stratejisi geli\u015ftirmek i\u00e7in medya planlama ve sat\u0131n alman\u0131n kesi\u015fti\u011fi noktada gezinmek, \u00fccretli medya sat\u0131n alma s\u00fcrecinin kilidini a\u00e7man\u0131n anahtar\u0131d\u0131r. Do\u011fru bilgilerle donat\u0131ld\u0131\u011f\u0131n\u0131zda, geleneksel veya dijital medya sat\u0131n alman\u0131n \u00f6n\u00fcn\u00fcze \u00e7\u0131kard\u0131\u011f\u0131 hemen her t\u00fcrl\u00fc zorlu\u011fun \u00fcstesinden gelmek i\u00e7in ihtiyac\u0131n\u0131z olan ara\u00e7lara sahip olacaks\u0131n\u0131z.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elinizde sa\u011flam bir medya plan\u0131 oldu\u011funda, bir sonraki mant\u0131ksal ad\u0131ma ge\u00e7me zaman\u0131 gelmi\u015f demektir:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu plan\u0131 harekete ge\u00e7irmek.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">A\u015fama2: Stratejiyi uygulay\u0131n<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Medya planlama ve sat\u0131n alma s\u00fcre\u00e7leri karma\u015f\u0131k bir \u015fekilde birbirine ba\u011fl\u0131 olsa da, neyse ki ikincisi birincisinden \u00e7ok daha basittir. Asl\u0131nda, ideal ko\u015fullar alt\u0131nda, geleneksel veya dijital medya sat\u0131n alman\u0131n fiziksel uygulamas\u0131, kar\u015f\u0131la\u015fabilece\u011finiz di\u011fer pazarl\u0131k edilebilir sat\u0131n alma i\u015flemleri kadar kolay olmal\u0131d\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hedefledi\u011finiz medya sat\u0131n alma stratejiniz, hedef kitlenizin kim oldu\u011funu, onlara nas\u0131l ula\u015fmak istedi\u011finizi, nerede ula\u015fmak istedi\u011finizi ve ne zaman ula\u015fmak istedi\u011finizi ana hatlar\u0131yla belirler.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bunu g\u00f6z \u00f6n\u00fcnde bulundurarak medya sat\u0131n al\u0131rken amac\u0131n\u0131z, bu ihtiya\u00e7lar\u0131 en iyi \u015fekilde kar\u015f\u0131layan reklam alan\u0131n\u0131 m\u00fcmk\u00fcn olan en iyi fiyata sat\u0131n almakt\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kula\u011fa kolay geliyor, de\u011fil mi?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elbette, ger\u00e7ek d\u00fcnyada bunu ba\u015farmak, sat\u0131\u015f ortaklar\u0131, m\u00fc\u015fteri y\u00f6neticileri ve di\u011fer medya temsilcileriyle ileti\u015fim kurmak ve pazarl\u0131k yapmak anlam\u0131na gelir. Tonlarca ara\u015ft\u0131rma yapmak, hangi fiyatlar\u0131n makul oldu\u011funu bilmek, hangi fiyatlar\u0131n makul olmad\u0131\u011f\u0131n\u0131 bilmek ve ilk etapta bu konuda kimi arayaca\u011f\u0131n\u0131z\u0131 bulmak anlam\u0131na gelir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ve e\u011fer bu kula\u011fa ba\u015fl\u0131 ba\u015f\u0131na ayr\u0131 bir i\u015fmi\u015f gibi geliyorsa\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6yle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Onlara &#8220;medya al\u0131c\u0131lar\u0131&#8221; deniyor.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Bir medya sat\u0131n almac\u0131s\u0131 getirmenin zaman\u0131 geldi<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Media buyers are professionals who specialize in navigating the buying process. They have the specific networks, skill sets, and experience to meet the needs of a media planning team with minimal hassle. They\u2019re also experts who can adjust a paid media buying strategy mid-stream if an initial ad placement plan is failing to achieve its intended goals.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And modern media buyers come in many forms. There are large media buying agencies, small media buying companies, and even online digital media buying platforms designed to facilitate direct media purchases by brands or advertisers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Expert media buyers like Ezra Firestone (CEO of Smart Marketer) know the importance of buying traffic for online media buys. Watch as he chats with digital marketer and educator, Molly Pittman.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hangi t\u00fcr medya al\u0131c\u0131s\u0131n\u0131n sizin veya markan\u0131z i\u00e7in do\u011fru oldu\u011fu sorusu tamamen sizin benzersiz ko\u015fullar\u0131n\u0131za ba\u011fl\u0131d\u0131r, ancak medya sat\u0131n alman\u0131n temel fikri her zaman ayn\u0131 kal\u0131r:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pazarlama hedeflerinize uygun reklam yerle\u015fimini sat\u0131n al\u0131n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hedeflerden bahsetmi\u015fken, ya bir medya al\u0131c\u0131s\u0131n\u0131 i\u015fe almak bu hedeflerle uyumlu de\u011filse?<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Her zaman bir medya sat\u0131n almac\u0131ya ihtiyac\u0131m var m\u0131?<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">\u0130lk kez ajans sahibi olman\u0131za veya geni\u015f bir harcamaya sahip olman\u0131za ba\u011fl\u0131 olarak, hedefleriniz ve s\u00fcre\u00e7leriniz muhtemelen \u00e7ok farkl\u0131 olacakt\u0131r. Dolay\u0131s\u0131yla, bir medya sat\u0131n almac\u0131s\u0131n\u0131 i\u015fe almak her zaman bir se\u00e7enek olmayabilir. Ya da en az\u0131ndan hen\u00fcz bir se\u00e7enek de\u011fil.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ancak g\u00f6z \u00f6n\u00fcnde bulundurman\u0131z gereken ve c\u00fczdan\u0131n\u0131zla hi\u00e7bir ilgisi olmayan baz\u0131 alt\u0131n standartlar var.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bir medya sat\u0131n almac\u0131s\u0131n\u0131 i\u015fe almaya karar vermeden \u00f6nce, bu evrensel hedeflerin kar\u015f\u0131land\u0131\u011f\u0131ndan emin olun.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Her zaman m\u00fc\u015fteriler i\u00e7in en iyi sonu\u00e7lar\u0131 elde etmeye \u00e7al\u0131\u015f\u0131n.<br>Bir i\u015fletme sahibi olarak k\u00e2r marjlar\u0131n\u0131n sizin i\u00e7in b\u00fcy\u00fck oldu\u011fundan emin olun.<br>Neyin i\u015fe yaray\u0131p neyin yaramad\u0131\u011f\u0131na dair standart uygulamalar olu\u015fturun.<br>Bu hedefler, i\u015fi kiralaman\u0131z m\u0131 yoksa kendiniz mi yapman\u0131z gerekti\u011fini belirlemeye \u00e7al\u0131\u015f\u0131rken kuzey y\u0131ld\u0131z\u0131n\u0131z olarak hareket edebilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0130\u015fte ne demek istedi\u011fimi g\u00f6steren h\u0131zl\u0131 bir senaryo:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu yaz\u0131y\u0131 okuyorsan\u0131z medya sat\u0131n alma konusunda yeni olabilirsiniz, ancak reklam sat\u0131n alma konusuna en az\u0131ndan biraz a\u015fina olma ihtimaliniz var.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu reklam bilgisini kullan\u0131n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Belki de yeni bir ajans sahibisiniz. Bu reklam bilgisine sahipsiniz ve yaln\u0131zca \u00fc\u00e7 ila d\u00f6rt m\u00fc\u015fteriniz var. Neden reklamlar\u0131 kendiniz sat\u0131n alarak k\u00e2r marj\u0131n\u0131z\u0131 y\u00fcksek tutmayas\u0131n\u0131z? Neden her m\u00fc\u015fteriye ger\u00e7ekten odaklanmayas\u0131n\u0131z? Kendinizi yaln\u0131zca \u00fc\u00e7 veya d\u00f6rt m\u00fc\u015fteriye adaman\u0131z, her m\u00fc\u015fteriden bir \u015feyler \u00f6\u011frenmeniz ve nihayetinde en iyi sonu\u00e7lar\u0131 elde etmeniz i\u00e7in size zaman ve alan sa\u011flar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00fcre\u00e7 konusunda kendinizi daha rahat hissetti\u011finizde ve tutarl\u0131 bir \u015fekilde daha iyi sonu\u00e7lar \u00fcretmeye ba\u015flad\u0131\u011f\u0131n\u0131zda, daha fazla ki\u015fiyi i\u015fe alman\u0131n zaman\u0131 gelmi\u015f olabilir. Birka\u00e7 ki\u015fiyi daha i\u015fe al\u0131p birka\u00e7 m\u00fc\u015fteri daha edindi\u011finizde, i\u015fte o zaman bir medya sat\u0131n almac\u0131s\u0131 i\u015fe almak mant\u0131kl\u0131 olabilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Muhtemelen birka\u00e7 m\u00fc\u015fteriniz olmas\u0131yla bir medya sat\u0131n almac\u0131s\u0131n\u0131 i\u015fe alacak konuma gelmeniz aras\u0131nda bir yerde, \u015firketiniz b\u00fcy\u00fcd\u00fck\u00e7e \u00f6l\u00e7eklendirebilece\u011finiz standart i\u015fletim prosed\u00fcrleri (veya SOP&#8217;ler) olu\u015fturmu\u015fsunuzdur. Bu, \u00e7al\u0131\u015fanlar\u0131n\u0131z\u0131 i\u015flerinde daha da iyi hale getirebilecek s\u00fcre\u00e7leri i\u00e7erebilir. Bu SOP&#8217;ler, k\u00f6t\u00fc metin yazarken \u00f6\u011frendi\u011finiz temel protokoller ile ger\u00e7ekten d\u00f6n\u00fc\u015f\u00fcm sa\u011flayan metinler olabilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bir medya al\u0131c\u0131s\u0131n\u0131 i\u015fe ald\u0131\u011f\u0131n\u0131zda, onu SOP&#8217;lerinize al\u0131\u015ft\u0131rabilir ve daha da y\u00fcksek hedeflere ula\u015fmak i\u00e7in \u00f6l\u00e7eklendirmeye devam edebilirsiniz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ancak bu, \u00f6nemli bir soruyu g\u00fcndeme getiriyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kiral\u0131k bir medya sat\u0131n almac\u0131s\u0131 olsun ya da olmas\u0131n, bir medya sat\u0131n al\u0131m\u0131 yapt\u0131ktan sonra hedeflerinize ula\u015f\u0131p ula\u015fmad\u0131\u011f\u0131n\u0131z\u0131 nas\u0131l anlars\u0131n\u0131z?<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">A\u015fama 3: Etkinlik \u00fczerine d\u00fc\u015f\u00fcnme<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Medya sat\u0131n alma s\u00fcrecinin son a\u015famas\u0131, medya sat\u0131n al\u0131mlar\u0131n\u0131z\u0131n i\u015fe yaray\u0131p yaramad\u0131\u011f\u0131n\u0131 belirlemekle ilgilidir. S\u0131k\u0131 \u00e7al\u0131\u015fman\u0131z\u0131n buna de\u011fip de\u011fmedi\u011fini anlamak i\u00e7in tan\u0131mlanabilir sonu\u00e7lara ihtiyac\u0131n\u0131z vard\u0131r.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Metrikleri takip edin<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Yerle\u015fimlerinizi sat\u0131n ald\u0131ktan ve reklamlar\u0131n\u0131z\u0131 t\u00fcketicilerin vah\u015fi d\u00fcnyas\u0131na g\u00f6nderdikten sonra, istatistikleri izlemeye ba\u015flaman\u0131n zaman\u0131 geldi. G\u00f6sterimleri (bir reklam\u0131n hedef kitle taraf\u0131ndan toplam g\u00f6r\u00fclme say\u0131s\u0131), net eri\u015fimi (belirli bir reklam\u0131 en az bir kez g\u00f6ren ki\u015fi say\u0131s\u0131), t\u0131klama oranlar\u0131n\u0131 ve benzersiz pazarlama hedeflerinizle ilgili di\u011fer t\u00fcm say\u0131lar\u0131 takip etmek isteyeceksiniz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu ilgili say\u0131lar\u0131n birle\u015fimi, reklam yerle\u015fimlerinizin ba\u015far\u0131s\u0131 veya ba\u015far\u0131s\u0131zl\u0131\u011f\u0131 hakk\u0131nda net bir belirleme sunacakt\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ancak istatistiklerin sundu\u011fu tek \u015fey yarg\u0131 de\u011fildir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c7al\u0131\u015fkanlar i\u00e7in bunlar ayn\u0131 zamanda kurtulu\u015f da sa\u011flayabilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So\u011fuk ve sert istatistiklere g\u00f6z atmak i\u00e7in zaman ay\u0131r\u0131n. Bu, medya planlamac\u0131lar\u0131na ve al\u0131c\u0131lar\u0131na medya sat\u0131n alma stratejilerini ak\u0131\u015f ortas\u0131nda de\u011fi\u015ftirme f\u0131rsat\u0131 verir; b\u00f6ylece ilk planlar\u0131ndaki hatalar\u0131 \u00e7ok fazla hasar olu\u015fmadan d\u00fczeltebilirler.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Biraz d\u00fc\u015f\u00fcnme ve ayarlamayla, ba\u015flang\u0131\u00e7ta pek de iyi olmayan bir medya sat\u0131n al\u0131m\u0131, uzun vadede inan\u0131lmaz bir medya sat\u0131n alma stratejisi olu\u015fturmak i\u00e7in kullan\u0131labilir.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\">Nereye gitti\u011finizi bilmek i\u00e7in nerede oldu\u011funuzu anlay\u0131n<\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Medya sat\u0131n alma s\u00fcrecinin son a\u015famas\u0131 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fcz kadar &#8220;son&#8221; de\u011fildir. Reklam kampanyalar\u0131 her zaman geli\u015fiyor ve medya sat\u0131n al\u0131mlar\u0131 da onlarla birlikte geli\u015fmeli. En son trendler hakk\u0131nda s\u00fcrekli ara\u015ft\u0131rma yapmak her zaman s\u00fcrecinizin bir par\u00e7as\u0131 olmal\u0131d\u0131r.<\/p>",
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        "rendered": "<p>Media buying is a critical step in connecting advertisers with audiences. So how does media buying work? What does a media buyer do? And why is all this so important? In this post, we'll answer these questions and more as we demystify print, broadcast and digital media buying to help you prepare for your next media buy. Whether you [...]<\/p>",
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