Creative advertising competitions in Türkiye

Abstract

Advertising is a human-oriented communication action in which institutions or organizations bring together the goods, services or ideas they produce with their target audiences. It is positioned within the scope of the marketing discipline. Nowadays, it can be said that reaching the target audience without advertising would be extremely difficult and risky. When looking at its historical development, it can be seen that it gained significant momentum with the industrial revolution. The competitive environment created by the industrial revolution and subsequent mass production accelerated the development of advertising and fostered its necessity. While competition has an important place in the success of advertising, the success of competition depends largely on creative advertising ideas reaching the target audience. Therefore, it is of great importance to support and encourage creative minds for the success of advertising. At this point, rewarding creative advertising efforts through competitions is extremely important for the target audience and brand value, especially for creative teams. The aim of this article is to research creativity-oriented advertising competitions operating in Turkey and to provide information about their scope and categories. The perspective of the competition was exemplified with an award-winning work selected from the archives of the competitions.