Home > Authors and editors

Anıl Kemal Kaya

Eastern Mediterranean University Cyprus

Anıl Kemal Kaya is an Associate Professor in the Public Relations and Advertising Department in the Eastern Mediterranean University, North Cyprus. She has been Chair of the Public Relations and Advertising Department in the Communication Faculty since 2016 and Chair of the Community İnvolvement Center in the Eastern Mediterranean University since 2013. Her research interests are integrated marketing communication, marketing communication, advertising, public relations, consumer behavior, brand management, strategic communication, and women studies. She has many publications in index journals and international conference papers. Currently she is researching her field topics, lecturing both undergraduate and graduate level in Integrated Marketing Communication, Marketing Communication Campaign Design, Strategic Communication, and Advertising. Also, she supervises many MA theses and PhD theses on Marketing Communication, Branding, Public Relations, and Advertising. For many years she has supervised many social responsibility projects at the Eastern Mediterranean University.

3chapters authored

Chapters authored

Developing Countries’ Marketing Communication Role in School Culture

By Anıl Kemal Kaya and Umut Ayman

Marketing communication has a vital role for organization?s internal and external representation in the marketing environment. Also, it creates a planned communication process for each organization attempt to become successful in the marketplace. Communication gives chances to organizations explaining, creating, and communicating information; it has a role to exchange the communicative messages mutually in terms of verbal and visual representation. In developing islands, service sectors are more developed and controlled by some Ministries. Education sector is controlled by Ministry of Education. Thus, school management must apply specific curriculum. According to Hofstede?s cultural dimensions theory, quality versus quantity of life dimension focuses on whether society concentrates on quality or quantity of the life. Thus, private schools analyzed under profit-oriented institutions. This chapter is going to explore the role of marketing communication in private school culture. Firstly, it analyses current situation of private schools, marketing communication applications in the process of building their school cultures by using quantitative method, and then develop an ideal model of marketing communication for institutions that reflects their school cultures. This chapter is going to be valuable for school managers and be a guideline for them while they are trying to apply the marketing communication tactics.

Part of the book: Open and Equal Access for Learning in School Management

Mobile App Marketing Communication for B2B and B2C: Ingoes as a Case Study

By Umut Ayman, Anıl Kemal Kaya and İpek Halim

In today’s marketing world, there are highly competitive business environments in every industry. The companies try to survive, and their strategical conceptual thinking and entrepreneurship levels help them to be unique in their industry. The innovative ideas and alterations on consumer behavior create success stories in the future survival of the companies. Ingoes is a real estate platform that brings real estate buyers and sellers together and must be research case since it is the first mobile application for property market in Northern Cyprus. Thus, this chapter is helpful as a literature source for mobile application sector usage of marketing communication strategies when they are newly entering in their markets. Diffusion of innovation theory is considered while analyzing Ingoes brand. The aim of this study is to focus on the diffusion of innovation for mobile application marketing perspectives. This chapter covers both quantitative and qualitative research method content analyses by focusing on Ingoes new media usage while they are reaching their current and potential consumers.

Part of the book: Consumer Behavior and Marketing

Repositioning of PR Field in Developing Countries

By Anıl Kemal Kaya and Umut Ayman

There is a big question in the market whether companies are giving a real equity for public relations (PR) field in developing countries. In developing countries, unfortunately, managers are not giving full support for PR professional in their institutions. Companies apply some of the marketing communication (MC) elements while trying to reach their target market and focus on the elements that can show performance in a short term, mostly because they want to return their investment in a short term. Advertising and sales promotion activities are measurable in a short run, and PR and sales force performance are measured in a long run; hence, companies prefer to allocate their budget more for their shortterm activities than long‐term activities because they perceive all as extra cost, which is not true. Thus, managers have to believe that MC campaign is not an extra cost and that it is a type of communication investment for good corporate image and reputation for the public. This chapter is emphasizing what PR professionals are doing in their fields will be discussed in detail. Thus, this chapter is important because it is guiding the companies that have operations in developing countries about what they will expect from their PR professional when they build on their strategic communication.

Part of the book: Promotion and Marketing Communications

Related collaborators

Nicel Masarogulları

Near East University , Cyprus

Sibel Dinçyürek

Eastern Mediterranean University , Cyprus

Behcet Oznacar

Near East University , Cyprus

Carlos Ossa

University of Bío-Bío , Chile

Ignacio Figueroa

Felipe Rodriguez

Umut Ayman

Eastern Mediterranean University , Cyprus

Müzeyyen Alasya

Eastern Mediterranean University , Cyprus

Yeliz Akıntuğ

Eastern Mediterranean University , Cyprus

F. Burçin Hocaoğlu

Eastern Mediterranean University , Cyprus