T\u00fcrkiye\u2019de end\u00fcstriyel reklamc\u0131l\u0131\u011f\u0131n geldi\u011fi son nokta yap\u0131lan geni\u015f bir \u00e7al\u0131\u015fma ile g\u00f6zler \u00f6n\u00fcne serildi. Yap\u0131lan ara\u015ft\u0131rmaya g\u00f6re, end\u00fcstriyel reklamc\u0131l\u0131k sekt\u00f6r\u00fc 124 bin istihdam sa\u011flay\u0131p, y\u0131lda 9,5 milyar TL ciroya ula\u015f\u0131yor. Sekt\u00f6r\u00fcn ihracat noktas\u0131nda geli\u015ftirilerek ula\u015f\u0131lan rakamlar\u0131n daha da y\u00fckseltilmesi ama\u00e7lan\u0131yor.<\/p>\n
K\u00f6kleri G\u00f6beklitepe\u2019deki fig\u00fcrlere kadar uzanan end\u00fcstriyel reklamc\u0131l\u0131\u011f\u0131n T\u00fcrkiye\u2019deki faaliyetleri haz\u0131rlanan ilk sekt\u00f6r raporuyla ortaya kondu. Bir y\u0131ll\u0131k s\u00fcren \u00e7al\u0131\u015fma sonucunda olu\u015fturulan raporda g\u00f6z al\u0131c\u0131 detaylar bulunuyor.<\/p>\n
Cephe giydirmeden, y\u00f6n ve ikaz panolar\u0131na, ara\u00e7 giydirmelerinden ATM kiosklar\u0131na ve tekstil bask\u0131lar\u0131na kadar hemen her yerde kar\u015f\u0131m\u0131za \u00e7\u0131kan end\u00fcstriyel reklam \u00fcr\u00fcnleri sekt\u00f6r\u00fcne dair T\u00fcrkiye\u2019de ilk kez bir rapor haz\u0131rland\u0131. \u0130stanbul Ticaret Odas\u0131\u2019n\u0131n (\u0130TO) kurdu\u011fu \u0130stanbul D\u00fc\u015f\u00fcnce Akademisi\u2019nin (\u0130DA) \u00f6nc\u00fcl\u00fc\u011f\u00fcnde haz\u0131rlanan rapor ile metalden ah\u015faba, elektronikten plasti\u011fe kadar her sekt\u00f6rden girdi kullanan end\u00fcstriyel reklam sekt\u00f6r\u00fcn\u00fcn ihracat kapasitesi, insan kayna\u011f\u0131, makine park\u0131 gibi temel verileri ortaya konuldu.<\/p>\n
\u0130TO Bilgi, \u0130leti\u015fim ve Medya Meslek Komitesi ile A\u00e7\u0131khava Reklamc\u0131lar\u0131 Derne\u011fi (ARED) de destek verdi\u011fi End\u00fcstriyel Reklam \u00dcr\u00fcnleri Sekt\u00f6r\u00fc Raporu, \u0130TO\u2019da tan\u0131t\u0131ld\u0131. Toplant\u0131da konu\u015fan \u0130TO Ba\u015fkan Yard\u0131mc\u0131s\u0131 \u0130srafil Kuralay, heyecan veren bir \u00e7al\u0131\u015fmay\u0131 a\u00e7\u0131klamaktan dolay\u0131 mutlu oldu\u011funu belirterek \u201cBu rapor sekt\u00f6rde bir ilk. \u0130lk olmas\u0131n\u0131n alt\u0131n\u0131 \u00e7izmek istiyorum\u201d dedi.<\/p>\n
Sekt\u00f6r\u00fcn, bundan \u00f6nce faaliyetlerinin ve ula\u015ft\u0131\u011f\u0131 operasyonel rakamlar\u0131n topland\u0131\u011f\u0131 hi\u00e7bir yay\u0131n\u0131n bulunmad\u0131\u011f\u0131n\u0131 kaydeden Kuralay, \u201cBu a\u00e7\u0131dan da bu raporun anlaml\u0131 oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorum. Raporun ba\u015flang\u0131c\u0131nda G\u00f6beklitepe\u2019nin de konu edilmesi, ger\u00e7ekten bir tarihi deryada ya\u015f\u0131yoruz\u201d diye konu\u015ftu.<\/p>\n
Raporun ortaya \u00e7\u0131kar\u0131lmas\u0131nda \u00f6nemli bir rol \u00fcstlenen Prof. Dr. \u0130brahim K\u0131rcova\u2019da uzun u\u011fra\u015flar sonucu olu\u015fturulan raporun sekt\u00f6re hay\u0131rl\u0131 olmas\u0131 dileklerinde bulundu.<\/p>\n
Toplant\u0131 sonras\u0131 \u0130HA\u2019ya a\u00e7\u0131klamalarda bulunan \u0130TO Ba\u015fkan Yard\u0131mc\u0131s\u0131 \u0130srafil Kuralay end\u00fcstriyel reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn \u00f6nemli bir rapora sahip oldu\u011funun alt\u0131n\u0131 \u00e7izerek, \u201cGeleneksel olarak a\u00e7\u0131k hava reklamc\u0131l\u0131\u011f\u0131 gibi tabirden s\u00f6z eder, onu da tabelalar billboardlar olarak alg\u0131lar\u0131z. Bu rapor ile biz sekt\u00f6r\u00fcn b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fc g\u00f6rm\u00fc\u015f olduk\u201d dedi.<\/p>\n
\u201c124 bin istihdam, 9,5 milyar liral\u0131k ciro\u201d<\/p>\n
Rapora g\u00f6re end\u00fcstriyel reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn y\u0131lda 10 milyar liraya yak\u0131n ciroya ula\u015ft\u0131\u011f\u0131n\u0131 belirten Kuralay, \u201cSekt\u00f6rde istihdam say\u0131s\u0131 124 bin. Bunlar\u0131n 100 bini \u0130stanbul\u2019da istihdam ediliyor. Bu rapor \u00e7ok \u00f6nemli. \u00d6zellikle T\u00fcrkiye\u2019nin ihracata ihtiyac\u0131 oldu\u011fu d\u00f6nemde bu alanda da ihracata katk\u0131 verilmesi gerekti\u011fine inan\u0131yorum. Kurumsal kimlik \u00e7al\u0131\u015fmalar\u0131, d\u0131\u015f g\u00f6rsellik, kent mobilyalar\u0131na kadar \u00e7ok ba\u015far\u0131l\u0131 ve nitelikli firmalar\u0131m\u0131z var. Onlarla ilgili de bir analizimiz var\u201d diye konu\u015ftu.<\/p>\n
11 bin 712 firma faaliyet g\u00f6steriyor<\/p>\n
Rapora g\u00f6re, sekt\u00f6rde 11 bin 712 firman\u0131n faaliyet g\u00f6sterdi\u011fini s\u00f6yleyen Kuralay, sekt\u00f6r\u00fcn nitelikli eleman ihtiyac\u0131na da dikkat \u00e7ekti. Kuralay, sekt\u00f6r\u00fcn sadece ekonomik b\u00fcy\u00fckl\u00fc\u011f\u00fc ile de\u011fil, \u015fehrin estetik g\u00f6r\u00fcnt\u00fcs\u00fcne katk\u0131lar\u0131 y\u00f6n\u00fcnden de de\u011ferlendirilmesi gerekti\u011fini dile getirerek, \u201cAk\u015fam sokak lambalar\u0131n\u0131n olmad\u0131\u011f\u0131 yerlerde, \u0131\u015f\u0131kl\u0131 tabelalar\u0131n, billboardlar\u0131n yan\u0131ndan ge\u00e7erken sekt\u00f6r\u00fcn hayata kat\u0131lan bir y\u00f6n\u00fcn\u00fcn oldu\u011funu g\u00f6r\u00fcyoruz\u201d \u015feklinde konu\u015ftu.<\/p>\n
Sekt\u00f6r\u00fcn elde etti\u011fi cironun geli\u015ftirilmesi, y\u00fckseltilmesi i\u00e7in birtak\u0131m \u00e7al\u0131\u015fmalar\u0131n yap\u0131lmas\u0131 gerekti\u011fini vurgulayan Kuralay, \u201cHem yurt i\u00e7inde hem de yurt d\u0131\u015f\u0131nda, firmalar\u0131m\u0131z\u0131n bilgi birikimi, donan\u0131m\u0131 ihracata y\u00f6nelecek b\u00fcy\u00fckl\u00fckte. Biz de \u0130TO olarak sekt\u00f6r\u00fcn b\u00fcy\u00fcmesi i\u00e7in \u00e7al\u0131\u015fmalar yapmay\u0131 d\u00fc\u015f\u00fcn\u00fcyoruz\u201d diye konu\u015ftu.<\/p>\n
End\u00fcstriyel reklam nedir?<\/p>\n
End\u00fcstriyel reklam sekt\u00f6r\u00fcnde benzin istasyonlar\u0131, ma\u011faza i\u00e7leri, ara\u00e7 giydirmeleri, fuar tan\u0131t\u0131m stantlar\u0131, sergi ve sat\u0131\u015f stantlar\u0131, promosyon \u00fcr\u00fcnleri, dijital elektronik reklam, led panolar gibi \u00e7ok geni\u015f bir faaliyet alan\u0131 mevcut.<\/p>\n
Rapordan detaylar<\/p>\n
Rapora g\u00f6re h\u0131zla b\u00fcy\u00fcyen end\u00fcstriyel reklam \u00fcr\u00fcnleri sekt\u00f6r\u00fcnde 100 bin 663\u2019\u00fc \u0130stanbul\u2019da olmak \u00fczere 124 bin 191 ki\u015fi istihdam ediliyor. 6.8 milyar liras\u0131 \u0130stanbul, 1 milyar liras\u0131 ise \u0130zmir kaynakl\u0131 olmak \u00fczere, toplam 9.1 milyar lira ciro ger\u00e7ekle\u015ftiriliyor.<\/p>\n
Sekt\u00f6rde 11 bin 712 firma faaliyet g\u00f6steriyor<\/p>\n
Sekt\u00f6rde Haziran 2019 itibariyle T\u00fcrkiye \u00e7ap\u0131nda 3 de\u011fi\u015fik NACE kodu alt\u0131nda toplam 11 bin 712 firma faaliyet g\u00f6steriyor. Bu firmalar\u0131n 9 bin 319\u2019unun \u0130stanbul\u2019da bulunuyor. \u0130stanbul\u2019un ard\u0131ndan \u0130zmir, Ankara, Antalya ve Kocaeli geliyor. \u0130lk 10 il, sekt\u00f6r\u00fcn katma de\u011ferinin y\u00fczde 95\u2019inden fazlas\u0131n\u0131 ger\u00e7ekle\u015ftiriyor.<\/p>\n
Sekt\u00f6r raporunda ortaya \u00e7\u0131kan sonu\u00e7lardan biride sekt\u00f6rde kullan\u0131lan girdilerin \u00f6nemli bir k\u0131sm\u0131n\u0131n ithal girdiler olmas\u0131. Dolay\u0131s\u0131yla bu alanda ciddi bir yerlile\u015ftirme ve millile\u015ftirme potansiyeli de bulunuyor.<\/p>\n
Raporda end\u00fcstriyel reklam \u00fcr\u00fcnleri sekt\u00f6r\u00fc firmalar\u0131na aras\u0131nda yap\u0131lan bir anket de yer al\u0131yor. Y\u0131ld\u0131z Teknik \u00dcniversitesi ve Marmara \u00dcniversitesi akademisyenlerinden olu\u015fan ekip bu ama\u00e7la 34 il ve KKTC\u2019den 354 firman\u0131n kat\u0131l\u0131m\u0131 ile anket ger\u00e7ekle\u015ftirdi. Anketten \u00e7\u0131kan sonu\u00e7lar sat\u0131rba\u015flar\u0131 ile \u015f\u00f6yle:<\/p>\n
\u201cKat\u0131l\u0131mc\u0131lar\u0131n y\u00fczde 58\u2019i i\u015f yerini kiralam\u0131\u015f. \u0130\u015f yeri sahipli\u011fi, daha \u00e7ok k\u00fc\u00e7\u00fck mekanlara sahip firmalarda g\u00f6zleniyor. Kat\u0131l\u0131mc\u0131lar\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu 100-500 metrekare aras\u0131nda i\u015f yerlerinde \u00e7al\u0131\u015f\u0131yor.<\/p>\n
Kurumsal m\u00fc\u015fterilerle \u00e7al\u0131\u015fan firmalarda kalite belgeleri ve sertifikasyon konusu ciddi bir \u015fekilde ele al\u0131n\u0131yor. K\u00fc\u00e7\u00fck \u015firketlerde bu fark\u0131ndal\u0131k yeterli de\u011fil.<\/p>\n
Firmalar, sipari\u015flerini \u00e7o\u011funlukla do\u011frudan, talep sahibi firmadan al\u0131yor. Arac\u0131 reklam ajans\u0131 arac\u0131l\u0131l\u0131\u011f\u0131yla sipari\u015f alma oran\u0131 d\u00fc\u015f\u00fck.<\/p>\n
En fazla kullan\u0131lan pazarlama harcama alan\u0131 y\u00fczde 70.5\u2019le do\u011frudan pazarlama. Sekt\u00f6rde sosyal medya kullan\u0131m\u0131 yakla\u015f\u0131k y\u00fczde 46, internet \u00fczerinden verilen reklamlar\u0131n pay\u0131 ise y\u00fczde 41.<\/p>\n
\u0130hracat bak\u0131m\u0131ndan T\u00fcrkiye\u2019nin Avrupa pazarlar\u0131na yak\u0131n olu\u015fu, sekt\u00f6rel \u00e7\u00f6z\u00fcmlerde esnek yakla\u015f\u0131m, tasar\u0131m, \u00fcretim ve montaj konusundaki yetkinlik T\u00fcrk ya da T\u00fcrk ortakl\u0131 firmalar\u0131 \u00f6ne \u00e7\u0131kar\u0131yor.<\/p>\n
\u00c7al\u0131\u015fanlar\u0131n \u00f6nemli bir k\u0131sm\u0131 lise ve y\u00fcksel okul mezunu. Firmalar\u0131n y\u00fczde 69.8\u2019i yabanc\u0131 dil bilen \u00e7al\u0131\u015fan istihdam ediyor.<\/p>\n
Her d\u00fczeyde firmada mutlaka bir makine park\u0131 bulunuyor. Kullan\u0131lan makinelerin mali de\u011feri y\u00fcksek.<\/p>\n
Firmalar\u0131n y\u00fczde 67\u2019si, i\u015f yap\u0131m\u0131nda y\u00fczde 60\u2019dan fazla ithal malzeme kullan\u0131yor.<\/p>\n
Firmalar\u0131n y\u00fczde 40\u2019\u0131n\u0131n gelecek 12 ay i\u00e7inde yeni yat\u0131r\u0131m i\u00e7in kredi kullanma beklentisi var.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
\u0130SRAF\u0130L KURALAY<\/p>\n","protected":false},"author":1,"featured_media":200398,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[19],"tags":[11757,17567,3710,1801,213,21203,23825,2034,2981,50412,1685],"class_list":["post-200397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ekonomi","tag-reklam","tag-17567","tag-3710","tag-1801","tag-bin","tag-ciro","tag-endustriyel","tag-istihdam","tag-milyar","tag-saglayip","tag-yapiyor"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.tvturk.com\/wp-content\/uploads\/2019\/09\/endustriyel-reklam-124-bin-istihdam-saglayip-95-milyar-tl-ciro-yapiyor_efbda81.jpg?fit=1000%2C750","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paKIfm-Q8d","_links":{"self":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/200397","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/comments?post=200397"}],"version-history":[{"count":0,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/200397\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media\/200398"}],"wp:attachment":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media?parent=200397"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/categories?post=200397"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/tags?post=200397"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}