{"id":2513,"date":"2026-03-10T14:42:50","date_gmt":"2026-03-10T11:42:50","guid":{"rendered":"https:\/\/reklamatolyesi.aydin.edu.tr\/?p=2513"},"modified":"2026-03-10T14:42:51","modified_gmt":"2026-03-10T11:42:51","slug":"david-ogilvynin-reklamcilik-manifestosu","status":"publish","type":"post","link":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/2026\/03\/10\/david-ogilvynin-reklamcilik-manifestosu\/","title":{"rendered":"David Ogilvy\u2019nin Reklamc\u0131l\u0131k Manifestosu\u00a0"},"content":{"rendered":"
\n\n\n\n

\"\"<\/a><\/p>\n\n\n\n

\u00a01960\u2019larda bir reklamc\u0131 \u00e7\u0131k\u0131p \u201cYarat\u0131c\u0131l\u0131k paradan \u00f6nce gelmeli.\u201d diyordu. Peki bu d\u00fc\u015f\u00fcnce g\u00fcn\u00fcm\u00fczde h\u00e2l\u00e2 ge\u00e7erlili\u011fini koruyor mu? Reklamc\u0131l\u0131k sekt\u00f6r\u00fcne girildi\u011finde yarat\u0131c\u0131l\u0131\u011f\u0131n yaln\u0131zca iyi fikirler \u00fcretmek oldu\u011fu d\u00fc\u015f\u00fcn\u00fclse de, David Ogilvy\u2019nin metinleri incelendi\u011finde bunun yan\u0131 s\u0131ra strateji ve insan y\u00f6netiminin de \u00f6nemli oldu\u011fu g\u00f6r\u00fcl\u00fcr. Ogilvy\u2019nin kitab\u0131 yazma nedenleri bile ba\u015fl\u0131 ba\u015f\u0131na bir strateji \u00f6rne\u011fidir: Yeni m\u00fc\u015fteri kazanmak, ajans\u0131n\u0131 g\u00f6r\u00fcn\u00fcr k\u0131lmak ve i\u015f d\u00fcnyas\u0131nda kendisini g\u00f6stermek. Bug\u00fcn ki\u015fisel markala\u015fma dedi\u011fimiz kavram\u0131n 1960\u2019lardaki kar\u015f\u0131l\u0131\u011f\u0131 tam olarak budur. Ogilvy bize reklamc\u0131n\u0131n kendisini de pazarlamak zorunda oldu\u011funu g\u00f6steriyor.<\/p>\n\n\n\n

Kitapta en \u00e7ok dikkat \u00e7eken konulardan biri ajans k\u00fclt\u00fcr\u00fc ve y\u00f6netimidir. Ogilvy, ajans\u0131nda en ufak bir ayr\u0131mc\u0131l\u0131\u011fa ve d\u00fczensizli\u011fe yer vermedi\u011fini ifade eder. \u00c7al\u0131\u015fanlar\u0131n hepsini \u201cevinde hissettirmek\u201d i\u00e7in \u00e7ok \u00e7abalad\u0131\u011f\u0131n\u0131 anlatmaktad\u0131r. Bu, yarat\u0131c\u0131l\u0131k i\u00e7in \u00e7ok \u00f6nemli bir zemindir. G\u00fcn\u00fcm\u00fczde reklam ajanslar\u0131n\u0131n yo\u011fun temposunu d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde, Ogilvy\u2019nin bu yakla\u015f\u0131m\u0131 idealist g\u00f6r\u00fcnebilir. Yarat\u0131c\u0131l\u0131k tam olarak b\u00f6yle bir ortamda ortaya \u00e7\u0131kar.Ogilvy\u2019nin reklamc\u0131l\u0131ktaki d\u00f6rt temel soruna de\u011finmesi de g\u00fcn\u00fcm\u00fczle do\u011frudan ba\u011flant\u0131l\u0131d\u0131r. G\u00fcn\u00fcm\u00fczde en \u00f6nemli sorunlardan biri olarak \u00fcreticinin fiyat k\u0131rmas\u0131n\u0131 ele al\u0131r. K\u0131sa vadeli k\u00e2r oranlar\u0131 d\u00fc\u015f\u00fcn\u00fcl\u00fcrken uzun vadede kal\u0131c\u0131 bir sonu\u00e7 elde edilemez. Reklama b\u00fct\u00e7e ayr\u0131lmamas\u0131 ise markay\u0131 zamanla de\u011fersizle\u015ftirir. Ogilvy\u2019ye g\u00f6re reklam, uzun soluklu bir yat\u0131r\u0131md\u0131r.<\/p>\n\n\n\n

\u201c\u0130yi reklam nedir?\u201d sorusuna verilebilecek en ak\u0131ll\u0131ca cevaplardan birini Ogilvy, 1963 y\u0131l\u0131nda bu kitab\u0131nda vermi\u015ftir. Ona g\u00f6re reklam, t\u00fcketiciyi harekete ge\u00e7irmelidir; yani \u201cNe kadar ak\u0131ll\u0131ca haz\u0131rlanm\u0131\u015f.\u201d denmesindense \u201cBu \u00fcr\u00fcn\u00fc denemeliyim.\u201d dedirtmelidir. Reklamda faydan\u0131n \u00f6n planda olmas\u0131 gerekti\u011fini savunur. Bir di\u011fer \u00f6nemli nokta m\u00fc\u015fteri-ajans ili\u015fkisidir. Ogilvy, ajanslar\u0131n b\u00fcy\u00fcd\u00fck\u00e7e ruhunu kaybetme riskinden bahseder. Ba\u015flang\u0131\u00e7taki h\u0131rs ve enerji zamanla yerini rutine b\u0131rakabilir. Ba\u015far\u0131n\u0131n s\u00fcrd\u00fcr\u00fclebilir olmas\u0131na \u00f6nem verilmesi gerekti\u011fini savunur. Ogilvy ajans\u0131n b\u00fcy\u00fcme dengesine \u00e7ok \u00f6nem verir. G\u00fcn\u00fcm\u00fczdeki ajanslar\u0131 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde, \u201cNe kadar \u00e7ok m\u00fc\u015fteri o kadar \u00e7ok ba\u015far\u0131.\u201d gibi bir ilkenin benimsendi\u011fini g\u00f6r\u00fcr\u00fcz; fakat nicelikten \u00e7ok nitelik \u00f6nemlidir. David Ogilvy\u2019ye g\u00f6re yeni bir ajans i\u00e7in b\u00fcy\u00fcmek h\u0131z de\u011fil, denge meselesidir. \u00d6nemli olan rastgele m\u00fc\u015fteri toplamak de\u011fil, ger\u00e7ekten istenen markalara odaklanarak g\u00fcven in\u015fa etmektir. Ona g\u00f6re iki y\u0131lda bir yeni m\u00fc\u015fteri edinmek yeterlidir; \u00e7\u00fcnk\u00fc daha h\u0131zl\u0131 b\u00fcy\u00fcme ajans\u0131n yarat\u0131c\u0131 g\u00fcc\u00fcn\u00fc zay\u0131flat\u0131r. Bu yakla\u015f\u0131m, b\u00fcy\u00fcmeyi bir yar\u0131\u015ftan \u00e7\u0131kar\u0131p kalite meselesi h\u00e2line getirir. Kitab\u0131n sonuna gelindi\u011finde Ogilvy, okurlara reklamc\u0131l\u0131\u011f\u0131n sadece yarat\u0131c\u0131 bir s\u00fcre\u00e7ten ibaret olmad\u0131\u011f\u0131n\u0131, as\u0131l olay\u0131n do\u011fru kararlar verebilmek oldu\u011funa dair bir k\u00fclt\u00fcr a\u015f\u0131lar. Do\u011fru insanlar\u0131 do\u011fru markalarla, do\u011fru zamanda ve do\u011fru yerde birle\u015ftirmek reklamc\u0131l\u0131\u011f\u0131n as\u0131l olay\u0131d\u0131r.<\/p>\n\n\n\n

KAYNAK\u00c7A: Ogilvy, D. (2021). Bir reklamc\u0131n\u0131n itiraflar\u0131<\/em> (N. K. \u015eahbaz, \u00c7ev.). Pegasus Yay\u0131nlar\u0131. (Orijinal eserin yay\u0131n tarihi 1963)<\/p>\n\n\n\n

\u0130rem M\u00fcrvet Yard\u0131m<\/p>","protected":false},"excerpt":{"rendered":"

\u00a01960\u2019larda bir reklamc\u0131 \u00e7\u0131k\u0131p \u201cYarat\u0131c\u0131l\u0131k paradan \u00f6nce gelmeli.\u201d diyordu. Peki bu d\u00fc\u015f\u00fcnce g\u00fcn\u00fcm\u00fczde h\u00e2l\u00e2 ge\u00e7erlili\u011fini koruyor mu? Reklamc\u0131l\u0131k sekt\u00f6r\u00fcne girildi\u011finde yarat\u0131c\u0131l\u0131\u011f\u0131n yaln\u0131zca iyi fikirler \u00fcretmek oldu\u011fu d\u00fc\u015f\u00fcn\u00fclse de, David Ogilvy\u2019nin metinleri incelendi\u011finde bunun yan\u0131 s\u0131ra strateji ve insan y\u00f6netiminin de \u00f6nemli oldu\u011fu g\u00f6r\u00fcl\u00fcr. Ogilvy\u2019nin kitab\u0131 yazma nedenleri bile ba\u015fl\u0131 ba\u015f\u0131na bir strateji \u00f6rne\u011fidir: Yeni m\u00fc\u015fteri […]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[21],"tags":[],"class_list":["post-2513","post","type-post","status-publish","format-standard","hentry","category-genel-tr"],"blocksy_meta":[],"featured_image_urls":{"full":"","thumbnail":"","medium":"","medium_large":"","large":"","1536x1536":"","2048x2048":"","trp-custom-language-flag":""},"post_excerpt_stackable":"

\u00a01960\u2019larda bir reklamc\u0131 \u00e7\u0131k\u0131p \u201cYarat\u0131c\u0131l\u0131k paradan \u00f6nce gelmeli.\u201d diyordu. Peki bu d\u00fc\u015f\u00fcnce g\u00fcn\u00fcm\u00fczde h\u00e2l\u00e2 ge\u00e7erlili\u011fini koruyor mu? Reklamc\u0131l\u0131k sekt\u00f6r\u00fcne girildi\u011finde yarat\u0131c\u0131l\u0131\u011f\u0131n yaln\u0131zca iyi fikirler \u00fcretmek oldu\u011fu d\u00fc\u015f\u00fcn\u00fclse de, David Ogilvy\u2019nin metinleri incelendi\u011finde bunun yan\u0131 s\u0131ra strateji ve insan y\u00f6netiminin de \u00f6nemli oldu\u011fu g\u00f6r\u00fcl\u00fcr. Ogilvy\u2019nin kitab\u0131 yazma nedenleri bile ba\u015fl\u0131 ba\u015f\u0131na bir strateji \u00f6rne\u011fidir: Yeni m\u00fc\u015fteri kazanmak, ajans\u0131n\u0131 g\u00f6r\u00fcn\u00fcr k\u0131lmak ve i\u015f d\u00fcnyas\u0131nda kendisini g\u00f6stermek. Bug\u00fcn ki\u015fisel markala\u015fma dedi\u011fimiz kavram\u0131n 1960\u2019lardaki kar\u015f\u0131l\u0131\u011f\u0131 tam olarak budur. Ogilvy bize reklamc\u0131n\u0131n kendisini de pazarlamak zorunda oldu\u011funu g\u00f6steriyor. Kitapta en \u00e7ok dikkat \u00e7eken konulardan biri ajans k\u00fclt\u00fcr\u00fc ve y\u00f6netimidir. Ogilvy, ajans\u0131nda en ufak bir ayr\u0131mc\u0131l\u0131\u011fa…<\/p>\n","category_list":"Genel<\/a>","author_info":{"name":"Ahmet BULDUR","url":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/author\/ahmetbuldur\/"},"comments_num":"0 comments","uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"Ahmet BULDUR","author_link":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/author\/ahmetbuldur\/"},"uagb_comment_info":0,"uagb_excerpt":"\u00a01960\u2019larda bir reklamc\u0131 \u00e7\u0131k\u0131p \u201cYarat\u0131c\u0131l\u0131k paradan \u00f6nce gelmeli.\u201d diyordu. Peki bu d\u00fc\u015f\u00fcnce g\u00fcn\u00fcm\u00fczde h\u00e2l\u00e2 ge\u00e7erlili\u011fini koruyor mu? Reklamc\u0131l\u0131k sekt\u00f6r\u00fcne girildi\u011finde yarat\u0131c\u0131l\u0131\u011f\u0131n yaln\u0131zca iyi fikirler \u00fcretmek oldu\u011fu d\u00fc\u015f\u00fcn\u00fclse de, David Ogilvy\u2019nin metinleri incelendi\u011finde bunun yan\u0131 s\u0131ra strateji ve insan y\u00f6netiminin de \u00f6nemli oldu\u011fu g\u00f6r\u00fcl\u00fcr. Ogilvy\u2019nin kitab\u0131 yazma nedenleri bile ba\u015fl\u0131 ba\u015f\u0131na bir strateji \u00f6rne\u011fidir: Yeni m\u00fc\u015fteri…","_links":{"self":[{"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/posts\/2513","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/comments?post=2513"}],"version-history":[{"count":1,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/posts\/2513\/revisions"}],"predecessor-version":[{"id":2515,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/posts\/2513\/revisions\/2515"}],"wp:attachment":[{"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/media?parent=2513"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/categories?post=2513"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/reklamatolyesi.aydin.edu.tr\/ro\/wp-json\/wp\/v2\/tags?post=2513"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}