A graphic design perspective on post-2000 era printed promotional materials of Turkey's packaged companies

In addition to fulfilling the task of protecting the product inside when it was first used, packaging has also undertaken another important task with the development of humanity: to promote the product inside. With the development of communication channels, material diversity and printing techniques, after a while, the packaging industry started to need support to make the promotion of the products in the packages more effectively. At this point, the concept of Point of Purchase (POP) Advertising, specific to the sales pitch, has emerged. In this study, these printed activities which gained momentum in our country in the 90s and were at their peak until before the COVID-19 Pandemic, and digital promotion activities which led to the point of purchase, were handled in a holistic approach. About the subject, two well-known companies and their related products were examined under main and sub-headings in terms of Marketing strategies, retail environments, and POP promotional materials, including packaging: Ülker and Coca-Cola. Under these headings, the relevant materials were analyzed according to their periods in the categories of "Marketing Strategy" and "Graphic Design Analysis". By including the opinions and comments of actively-working designers, agency heads, and technical experts in this thesis, it is aimed to create resources for designers, advertisers, and marketers who are interested in the subject, and to contribute to the sector in this way.