The Eastern Mediterranean University recently hosted the founder and the president of Zoom Communication Agency Banu Tekin Işıltan, who provides services for famous brands including Beymen, Boyner, YKM, Çaykur, Didi, Vakko and Memorial Hospitals.
Organised by EMU Communication Faculty, Public Relations and Advertising Department, the event took place in the format of a talk attended by students, research assistants and academic staff members.
Commencing her talk by giving the example of the famous artist Picasso, Işıltan touched upon the importance of simplicity in the field of communication.
Media Leads to Sophistication
Highlighting the importance of plain expression, Işıltan talked about the difficulties of locating accurate information in a digital environment. Işıltan also talked about the importance of media planning in this respect. According to Işıltan, "Media planning is the transmission of your message at correct time, at correct place, to correct audience and with correct price.”
Media Planning and Purchasing Agencies are the Exit Doors of Advertising
Stating that advertising agencies and media agencies do different jobs, Işıltan put forth that the aim of the media planning and purchasing is to state the methods of reaching the target audience and to specify a budget in the light of data provided by those wishing to advertise products and their expectations. At this stage, media planning and purchasing agencies become the exit doors of advertising, according to Işıltan.
Işıltan put forth that the selection of media areas which would be suitable for the target audience is very important. In addition to all, creation of a big and novel idea which was not practiced before is the key to be one step ahead of other agencies.
Media Planning is a Live Process
Stating that media agencies closely monitor the popularity rates of their advertisements following their appearance at different organs of the media, Işıltan added that media planning is a live process where momentary interventions in the light of obtained feedback may take place. The organisation came to an end following a group photo.
