POST-MODERN MARKETING ASSOC. PROF. DR. AYKAN CANDEMİR

 POST?  POST MODERNISM?  POSTMODERN in MARKETING? Three process for marketing: -product focused -sales focused -market/consumer focused

There is two strategies;  Production  Consumption and... HISTORICAL PROCESS -from 1900s to 1930s product focused -from 1930s to 1950s sales focused -from 1950s to now consumer focused

 individualism  media  customers The most important is individualism. Postmodern individualism is showing their differences. Second important point is media. Understanding media with consumption is understanding the postmodernism. Last one is postmodern consumer. These consumer want to live MOMENT.

First 1-Fragmentation 2-De-differentiation 3-Hyperreality 4-Chronology 5-Pastiche 6-Anti-foundationalism 7-Pluralism Second 1-Hyperreality 2-Fragmentation 3-Reversals Of Consumption And Production 4-Decentering Of The Subject 5-juxtaposition of opposite

VODAFONE’S POSTMODERN DEERS -Vodafone sends SMS to 33,000 people each day. If you answer within an hour of the SMS, you earn the right to free speech for 30 minutes. -You have to use that 30 minutes in 1-2 hours. -To use the 30 minutes free, write 'deer' and send. -If you miss, this message is for you; Deer waited and waited for you and gone ! You missed your chance to win 30 free deer minutes ! Phone keep open, do not breaking the hearts of deer ☹

-The property used for the connective with the past. Nuri Alco, is one of the most important figures of the past. Using were rational. (Emphasis in post modernity). -For a new generation of audience, Bugra Gulsoy used as flirtatious and attractive characters. It serves the purpose. (The emphasis on modernity) -Combining history and now, this advertisement aimed at further opinion. They used much postmodern flow. ( Being ahead of the age, with emphasis on next time).

-Perspective -More innovation -Imagination -Creativity -Flexibility -More cultural research -Hold strategy rather than promotion strategies -Following very close to consumers -Research for short-term and spot market segments

1-In postmodern world, symbolic meaning of the product is more important. Postmodern era assumes that everything is variable and this is the one of the most important thing.

2-Request to have more value from previous day is an actual value. We can see this clearly in brand positioning and advertising.

3-This approach provides competitive advantage to companies. Providing convenience to all companies. Postmodern marketing is variable.