Üniversitelerin Gazete Reklamları

Eğitim alanında yapmış olduğu analizler ile başarılı bir grafik çizen Prof. Dr. Erhan Erkut, bu sefer gazetelere tercihler döneminde reklam için en çok ilan veren üniversite’lerin akademik başarıdaki durumunu araştırdı. Kendi kişisel internet sitesinde yayınladığı çarpıcı analizlerin sonucunda, bir çok vakıf üniversite’nin üniversite tercih döneminde çok reklam verdiğini ancak başarıda çok gerilerde kaldığını belirtti.
Analizin tamamı şöyle;

Tanıtım dönemlerinde üniversite’lerin birden fazla reklam kanalını kullanmaları hep dikkatimi çekmiştir.  Geçmişte blog yazılarımda reklam harcamaları ile üniversitenin araştırma çıktısı arasında ters yönlü ilişki olması ihtimalini belirtmiştim.  Bu yıl bu hipotezi kısmi olarak test etme fırsatı buldum. Üç sayfalık pdf: reklam

Üniversite reklamları arasında en kolay ulaşılabilen veriler gazete reklamları. Diğer kanallardaki reklamlara tek noktadan ulaşmak mümkün değil.

Medya takip şirketlerinin veri tabanında reklam 3 şekilde ölçülmekte: alan ölçüsü (sütun  x santim), tiraj, reklamın yayınlanması için ödenen ücret.  Bu ölçülerden üçüncüsü pek güvenilir değil çünkü gazeteler satış politikaları doğrultusunda, aynı alan ölçüsündeki reklam için farklı kurumlardan farklı ücret talep edebiliyorlar. Ben, alan ölçüsü ile tirajı çarparak yeni bir ölçüt oluşturdum.

Örneğin, bir üniversite 100,000 tirajlı bir gazetede 100 sütun-santimlik bir ilan vermiş ise, bu ilan için üniversiteye 10,000,000 sütun-santim kredi verdim.  Bu ölçüte göre sonuçlar şöyle:

  • En çok reklam verilen günler: 18, 19, 20 Temmuz (Cumartesi ve Pazar günlerinin önde olmasını beklerdim, fakat açık ara ile en çok reklam verilen günler Salı, Çarşamba, Perşembe olmuş).
  • Reklamların %85’i ulusal, %15’i ise yerel yayınlara verilmiş. Yerel yayınların payı (düşük tirajları nedeniyle) neredeyse sıfır.
  • Reklamların yarısı (%51) gazetelere, diğer yarısı (%49) işe gazete eklerine verilmiş. Tanıtım döneminde reklam almak üzere planlanan gazete eklerinin reklam çekmekte başarılı oldukları net. Dergilerin payı neredeyse sıfır.

Medya adına göre ilk 10 işe şu şekilde oluşmuş (kullanılan metrik Milyon sütun-santim çarpı tiraj):

picture1

Görüldüğü gibi bazı gazetelerin ekleri kendilerinden daha çok reklam almayı başarmış (Habertürk ve Sözcü).  Eklerdeki reklamları da ana gazetelelere eklediğimizde, en çok reklam alan gazete sırası Hürriyet-Sabah-Habertürk-Milliyet-Posta-Sözcü şeklinde oluşuyor.

Bu sıralamada şaşırtıcı bir nokta Sözcü’nün yüksek tirajına rağmen az reklam alabilmiş olması. Sözcü’ye sadece 6 (ekine ise 8) üniversite reklam vermiş. Bu çekingenliğin tek açıklaması Sözcü’nün muhalif bir gazete olması.  Bir başka muhalif gazete olan Cumhuriyet’e ise sadece 2 (ekine ise 4) üniversite reklam vermiş. Günümüzde üniversitelerin bile muhalif gazetelere reklam vermeye çekindiğini söylemek abartılı olmaz sanırım.

Üniversitelere göre ise ilk 10 şöyle:

picture2

Listeyi ben ilginç buldum.  Gözlemlerim ise şöyle:

  • Nişantaşı en yakın üniversitenin bir buçuk misli reklam ile farklı bir ligde.
  • Medipol ciddi bir reklam atağı ile ikinci sıraya yerleşmiş. Ancak Medipol kurulduğundan bu yana öğrenci sayısını her yıl ikiye katladı ve kontenjanı çok yüksek, aşırı reklam bununla ilişkilendirilerek açıklanabilir.
  • Üçüncü sıra benim için ciddi bir sürpriz: Mersin’deki Çağ Üniversitesi!
  • İlk 10’da 3 İstanbul dışı üniversite bir yüksekokul olmasını şaşırtıcı buldum.
  • Veri tabanında 56 üniversite var. Bunların 12 tanesi çok düşük seviyede (genellikle duyuru) reklam yapmış olan devlet üniversiteleri, dördü de Kıbrıs üniversiteleri.  Dolayısıyla 40 vakıf üniversitesinin reklam yapmış olduğunu görüyoruz.  Ülkedeki 60 vakıf üniversitesinden 20 tanesinin yazılı medyada hiç reklam yapmamış olması da ilginç.

Tirajları dikkate almayıp sütun-santim sıralaması yaparsak, ilk 10 biraz değişiyor.  Medipol bir numaraya yerleşiyor, üç numarada ise yine bir sürpriz: Girne Amerikan Üniversitesi.

Üniversitelerin farklı reklam stratejileri uyguladıkları çok net.

  • Nişantaşı sadece yüksek tirajlı (Sözcü dışındaki) 5 ulusal gazeteye reklam veriyor.
  • Medipol ise reklamlarını daha geniş bir yelpazeye yayıyor.
  • Nişantaşı’nın reklam verdiği 5 büyük gazetenin yanında Akşam, Güneş, İstiklal, Milat, Milli Gazete, Star, Takvim, Türkiye, Vatan, Yeni Akit, Yeni Asır, Yeni Birlik ve Yeni Şafak gazetelerine de reklam vermişler.
  • Sütun-santim sıralamasında üçüncü sıraya yerleşen Girne Amerikan ise daha farklı bir strateji izliyor. Hürriyet, Sabah, Yeni Şafak, Milliyet ve Vatan’ın eklerinin yanında 4 bölgesel ve tam 47 yerel gazeteye reklam vermişler.
  • Sütun-santim çarpı tiraj sıralamasında üçüncü olan Çağ Üniversitesi ise Girne Amerikan’ın aksine, sadece 5 ulusal gazeteye reklam vermiş.
  • Beykent ve Doğuş’un stratejileri neredeyse birbirinin aynı. Bu iki üniversite arasındaki ilişkiyi bilenler için bu şaşırtıcı olmayabilir.  Öte yandan ilişkili iki üniversitenin aynı yayınlarda doğrudan rekabet yerine farklı kanalları kullanmaları beklenebilirdi.
  • Bazı üniversitelerin sadece eklerde reklam yapmış olması dikkat çekici. Örneğin MEF, Özyeğin, Koç, ve Işık Üniversiteleri.

Kanımca bu alandan rahatlıkla bir yüksek lisans tezi çıkabilir…

Reklamda iyi olan Üniversite akademi de başarısız

Gelelim milyon liralık soruya: Gazete reklamı liderlerinin akademik performansları ne durumda?

Reklam sıralamasında ilk 9’da bulunan üniversitelerin URAP ve TÜMA sıralamalarında nerelerde olduğuna baktım.

picture3

Görüldüğü gibi gazete reklamlarında önde gelen 9 üniversite arasından sadece birisi hem araştırma hem de öğrenci memnuniyeti sıralamalarında ön sıralarda geliyor.  En çok reklam veren 2 üniversite çok genç olduklarından URAP sıralamasına dahil edilmiyorlar, fakat öğrenci memnuniyetinde en altlardalar.  Üçüncü üniversite öğrenci memnuniyetinde ortalarda yer alırken araştırma çıktılarında sonlarda. Dördüncü üniversite ise iki sıralamada da sonlarda.

Hem URAP araştırma sıralamasında hem de TÜMA memnuniyet anketinde en yukarılarda olan üniversiteler ise reklam sıralamalarında ya yoklar (örneğin Bilkent ve Sabancı) ya da oldukça aşağılardalar (örneğin Koç ve Özyeğin).

Başarılı üniversiteler araştırma çıktılarıyla ve mezunlarıyla reklam yapar ancak üniversitelerin kuruluş yıllarında, özellikle en iyi elçileri olacak olan mezunları olmadığından, üniversitelerin reklam vermelerini anlaşılır buluyorum.  Fakat 10-15 yıllık bir üniversite için aritmetik çok net: bütçenizi ya reklama harcarsanız ya da araştırma çıktısını ve öğrenci memnuniyetini yükseltmeye. Yukarıdaki tablo kanımca bu ikilemi ortaya koyuyor. Adaylara duyurulur.

Peki bu reklamlar ne kadar ise yarıyor?  Aşağıda reklam sıralamasında ilk dokuzda olan okulların 2017 yerleştirme istatistiklerini görüyorsunuz.

picture5

Sektör genelinde doluluğun %80 olduğunu düşünürsek bu reklam şampiyonlarının bazılarının başarılı olmuş, ama bazılarının da ortalamanın bile altında kalmış olduğunu görüyoruz.  Bu verilere bakarak reklamların öğrenci getirmede etkin olduğunu önermek zor görünüyor.  Umuyoruz gelecekte üniversiteler reklama daha az, esas işlerine daha fazla kaynak ayırırlar.

 

Kaynak: erhanerkut.com

Ahmet Doğan
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Ahmet Doğan

Araştırmacı - Yazar
Elektrik - Elektronik Mühendisliğinden 2014'te mezun oldu. Aynı alanda Yüksek Lisans eğitimine devam ederken, aynı zamanda ULUSLARARASI İLİŞKİLER lisans bölümünü okumaktadır. İnsan Hakları alanında ve Mülteci alanında Uluslararası bir Sivil Toplum Kuruluşunda çalışmaktadır.
Ahmet Doğan
Follow Me

Ahmet Doğan

Araştırmacı - Yazar Elektrik - Elektronik Mühendisliğinden 2014'te mezun oldu. Aynı alanda Yüksek Lisans eğitimine devam ederken, aynı zamanda ULUSLARARASI İLİŞKİLER lisans bölümünü okumaktadır. İnsan Hakları alanında ve Mülteci alanında Uluslararası bir Sivil Toplum Kuruluşunda çalışmaktadır.

Üniversitelerin Gazete Reklamları” için 62 yorum

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  • 2 Ağustos 2018 tarihinde, saat 20:16
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  • 3 Ağustos 2018 tarihinde, saat 03:32
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  • 3 Ağustos 2018 tarihinde, saat 12:06
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  • 3 Ağustos 2018 tarihinde, saat 21:27
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  • 4 Ağustos 2018 tarihinde, saat 23:09
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  • 6 Ağustos 2018 tarihinde, saat 15:27
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  • 6 Ağustos 2018 tarihinde, saat 23:13
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  • 7 Ağustos 2018 tarihinde, saat 04:57
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  • 7 Ağustos 2018 tarihinde, saat 11:37
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  • 7 Ağustos 2018 tarihinde, saat 23:02
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  • 8 Ağustos 2018 tarihinde, saat 08:15
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  • 8 Ağustos 2018 tarihinde, saat 18:37
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  • 9 Ağustos 2018 tarihinde, saat 01:51
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  • 9 Ağustos 2018 tarihinde, saat 09:26
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  • 9 Ağustos 2018 tarihinde, saat 18:34
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  • 9 Ağustos 2018 tarihinde, saat 23:37
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  • 10 Ağustos 2018 tarihinde, saat 02:56
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