The 'Ad Talks' event was organized by the Department of Advertising of Üsküdar University's Faculty of Communication. The event, attended by experts in the field, discussed the impact of neuromarketing on advertising. The event, which attracted great interest, focused on the advertising industry.
Among the guests at the event held at Üsküdar University South Campus Fuat Sezgin Conference Hall were Esra Baykal, Brand Council Board Member and Brand Rooting Consultant; Seda Genç, Founder of Neuro-mar Consultancy; Prof. Dr. Gresi Sanje, Director of PİO Marketing Communication School and faculty member at Istanbul Nişantaşı University; Sami Basut, WPP Turkey Chief Entertainment Officer; and Mehmet Kaya, Neuromarketing Specialist and Founder of Neuro Reflect.
Prof. Dr. Süleyman İrvan, Advisor to the Rector of Üsküdar University, Prof. Dr. Özgül Dağlı, Head of the Department of Advertising at the Faculty of Communication, and Assoc. Prof. Dr. Cihan Becan, a faculty member in the Department of Advertising, also participated in the highly attended event.
Esra Baykal: “Fall in love with the work you do, not the brand you create”
Esra Baykal, Brand Council Board Member and Brand Rooting Consultant, pointed out that advertising is a cog that keeps the capitalist system running. Baykal said; “Those who will work in advertising need to fall in love with their work, not the brand they produce. Advertising is becoming more difficult every day. Advertising is a cog that keeps the capitalist system running. You are doing work that is consumed in a maximum of nine seconds. Therefore, fall in love with the work, but do not fall in love with the brands you produce. Look at what other people are not doing, not what they are doing; when you look at what your competitor is not doing, not what they are doing, you can survive in the advertising sector.”
Seda Genç: “If you want to be a long-term brand, you should invest in children”
Seda Genç, Founder of Neuro-mar Consultancy, stated that children's expectations from brands and their perspectives on the subject can be different; “If you want to be a long-term brand in the future, you have to invest in children. You have to understand children because their expectations from brands and their perspectives on the subject can be different. As our brand, we conduct Neuromarketing studies to research these. You should try to understand how the consumer thinks and makes decisions; neuromarketing techniques come into play at this point.”
Sami Basut: “There is no good idea, there is a well-executed idea”
Sami Basut, WPP Turkey Chief Entertainment Officer, who stated that one should find people around them who will uplift them and make their ideas better; “There is no good idea, there is a well-executed idea. I believe this, if I have done everything in my power and yet my actions are misunderstood, there is no point in being sad or anxious anymore.”
Prof. Dr. Gresi Sanje: “It is important to find sustainability and then carry it into communication”
Prof. Dr. Gresi Sanje, Director of PİO Marketing Communication School and faculty member at Istanbul Nişantaşı University, emphasized that for an individual to earn more money in a sustainable institution, they must always go into areas where they can perform; “In a sustainable institution, to make money, one must always go into areas where they can operate. It is important to find sustainability within the marketing system and then carry it into communication. You can define a human as good-bad, happy, conscientious-unconscientious, but in an institution, there is no such thing as a matter of conscience or an emotional dimension. The reason for an institution's existence is to make a profit, and if it makes an investment that will not bring it benefit financially, it actually leads nowhere.”
Mehmet Kaya: “There is bad advertising and bad advertising is useless”
Mehmet Kaya, Neuromarketing Specialist and Founder of Neuro Reflect; “Neuromarketing tries to explain the importance of emotions and is currently the only system we have that can measure emotions. This is its second main difference. There is no bad advertisement. There is advertising, and bad advertising is useless.” he said.
The event concluded after the questions were answered.