“Integrated Brand Communication” Talk Held at IGU Department of Advertising

The guest speaker of the event was Aytül Özkan, a faculty member at Izmir University of Economics. Özkan, who has made significant contributions in her field, addressed the role of integrated brand communication in today’s communication landscape in a comprehensive manner. Emphasizing how brands should establish a consistent language across different communication channels, she also explained the impact of digitalization on brand communication through various examples.

Moderated by Assoc. Prof. Yelda Ülker, Head of the Department of Advertising, the talk highlighted that brand strategies should not be limited to advertising alone but should be considered within a holistic structure that includes public relations, digital media, and content production. Throughout the event, students actively participated by asking questions and engaging in discussion.

The importance of developing a sustainable communication language for brands in today’s competitive environment was also emphasized, along with the contribution of emotional connection with the target audience to brand value. Evaluations based on real campaign examples enabled students to relate their theoretical knowledge to practical applications.

Such events organized by the Department of Advertising continue to contribute to students’ professional development by providing opportunities to engage with industry professionals and follow current trends closely.