NASCAR sponsorlu\u011funun ROI’si, bir markan\u0131n yay\u0131n medya de\u011feri, dijital ve sosyal \u00e7\u0131kt\u0131lar, B2B a\u011f\u0131rlama hatt\u0131, t\u00fcketici marka alg\u0131s\u0131 ve do\u011frudan ticari sat\u0131\u015flar gibi kanallardan elde etti\u011fi toplam i\u015f getirisinin, haklar ve aktivasyon maliyetlerinin toplam\u0131na oranlanmas\u0131yla hesaplanan bir b\u00fcy\u00fckl\u00fckt\u00fcr.<\/p>\n
Markalar\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu bu be\u015f s\u00fctundan yaln\u0131zca birini ya da ikisini \u00f6l\u00e7\u00fcyor; bu da yat\u0131r\u0131mlar\u0131n\u0131n ger\u00e7ekte \u00fcretti\u011fi NASCAR sponsorlu\u011fu getirisini sistematik bi\u00e7imde k\u00fc\u00e7\u00fcmsemelerine yol a\u00e7\u0131yor. Do\u011fru bir \u00f6l\u00e7\u00fcm i\u00e7in getiriyi tek bir \u00f6zet rakam olarak de\u011fil, be\u015f par\u00e7al\u0131 bir soru olarak ele almak \u015fart \u2014 ve bu noktada uzman bir NASCAR sponsorluk ajans\u0131<\/u><\/a> devreye giriyor.<\/p>\n Rekabet\u00e7i bir Cup Series birincil sponsorlu\u011funun yay\u0131n medya de\u011feri sezon ba\u015f\u0131na 5 ila 15 milyon dolar aral\u0131\u011f\u0131nda seyrediyor; bu rakam faydal\u0131 bir ba\u015flang\u0131\u00e7 noktas\u0131 sunsa da kay\u0131t defterinin yaln\u0131zca ilk sat\u0131r\u0131na kar\u015f\u0131l\u0131k geliyor. Bu rehber, NASCAR sponsorlu\u011fu ROI’sinin eksiksiz bi\u00e7imde nas\u0131l \u00f6l\u00e7\u00fclece\u011fini a\u00e7\u0131kl\u0131yor: be\u015f s\u00fctunlu \u00e7er\u00e7eve, hepsini birbirine ba\u011flayan form\u00fcl, performans\u0131 de\u011ferlendirmenizi sa\u011flayan k\u0131yaslama noktalar\u0131 ve raporlanan getiriyi sessiz sedas\u0131z tahrip eden \u00f6l\u00e7\u00fcm hatalar\u0131.<\/p>\n <\/p>\n \u00d6zet \u2014 Be\u015f S\u00fctunlu NASCAR Sponsorlu\u011fu ROI \u00c7er\u00e7evesi<\/strong><\/p> <\/div>\n <\/p>\n Sa\u011fl\u0131kl\u0131 bir NASCAR sponsorlu\u011fu \u00f6l\u00e7\u00fcm\u00fc, yaln\u0131zca haklara kar\u015f\u0131 tek bir s\u00fctunu de\u011fil, aktivasyonla birlikte haklar\u0131n tamam\u0131n\u0131 be\u015f s\u00fctun kar\u015f\u0131s\u0131nda de\u011ferlendirmek demek.<\/p>\n <\/p>\n <\/div>\n <\/p>\n NASCAR sponsorlu\u011fu ROI’si, be\u015f ayr\u0131 s\u00fctundaki getirilerin say\u0131salla\u015ft\u0131r\u0131lmas\u0131 ve ard\u0131ndan toplam getirinin toplam yat\u0131r\u0131ma b\u00f6l\u00fcnmesiyle hesaplan\u0131r. Burada yat\u0131r\u0131m, hem hak bedelini hem de aktivasyon harcamas\u0131n\u0131 kapsamak zorundad\u0131r.<\/p>\n Bu tan\u0131m\u0131n \u00f6nemi b\u00fcy\u00fck; zira en yayg\u0131n iki hata tam da bu tan\u0131m\u0131n i\u00e7ine gizlenmi\u015ftir: tek bir s\u00fctunu \u00f6l\u00e7mek ve aktivasyonu paydan\u0131n d\u0131\u015f\u0131nda b\u0131rakmak.<\/p>\n \u015eu iki kavram\u0131 da birbirinden ay\u0131rt etmek gerekir. Yat\u0131r\u0131m getirisi (ROI), harcanan paradan elde edilen y\u00fczdelik getiriyi ifade eder. Sponsorluk yat\u0131r\u0131m getirisi (ROSI) ise Nielsen’\u0131n a\u011f\u0131rl\u0131kl\u0131 varyant\u0131d\u0131r; parasal olmayan hedeflerin salt finansal bir okumada kaybolmamas\u0131 i\u00e7in stratejik bir performans fakt\u00f6r\u00fc uygular.<\/p>\n Her iki y\u00f6ntem de geriye d\u00f6n\u00fck olarak \u00e7al\u0131\u015fmaz. \u00d6l\u00e7\u00fcm, sezon ba\u015flamadan \u00f6nce anla\u015fma a\u015famas\u0131nda tasarlanmak zorundad\u0131r; \u00e7\u00fcnk\u00fc sezon \u00f6ncesinde taban de\u011feri belirlenemeyen s\u00fctunlar, sezon sonunda temiz bir bi\u00e7imde ili\u015fkilendirilemez. Uygulay\u0131c\u0131lar, \u00f6nceden bir \u00e7er\u00e7eveyle giren markalar\u0131n ger\u00e7ekle\u015fenden sonra \u00f6l\u00e7en markalara k\u0131yasla kayda de\u011fer \u00f6l\u00e7\u00fcde daha y\u00fcksek getiri kaydetti\u011fini tutarl\u0131 bi\u00e7imde raporluyor.<\/p>\n K\u0131sacas\u0131, NASCAR sponsorlu\u011fu ROI’sinin nas\u0131l \u00f6l\u00e7\u00fclece\u011fi sorusu s\u00f6zle\u015fme imzalanmadan \u00f6nce yan\u0131tlanmas\u0131 gereken bir sorudur; sezon bittikten sonra de\u011fil. Bu s\u0131ray\u0131 do\u011fru kurmak, sava\u015f\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcn\u00fc kazanmak demektir. NASCAR sponsorlu\u011fu ROI’sini sezon sonunda \u00f6l\u00e7meye \u00e7al\u0131\u015fan biri, temiz bir getiri rakam\u0131n\u0131 m\u00fcmk\u00fcn k\u0131lacak taban de\u011ferini zaten yitirmi\u015f demektir.<\/p>\n NASCAR sponsorlu\u011fu ROI’sinin nas\u0131l \u00f6l\u00e7\u00fclece\u011fini anlamak, her \u015feyden \u00f6nce NASCAR’\u0131n genel sponsorluk \u00f6l\u00e7\u00fcm\u00fcn\u00fcn tasarland\u0131\u011f\u0131 sporlardan yap\u0131sal olarak farkl\u0131 oldu\u011funu kabul etmekle ba\u015flar.<\/p>\n \u0130\u015fte NASCAR sponsorlu\u011fu medya de\u011ferinin kendi \u015fartlar\u0131yla okunmas\u0131 gereken neden tam da budur. Bu yap\u0131ya genel bir \u00e7er\u00e7eve uygularsan\u0131z, NASCAR sponsorlu\u011fu yat\u0131r\u0131m getirisi oldu\u011fundan d\u00fc\u015f\u00fck \u00e7\u0131kar. A\u015fa\u011f\u0131daki be\u015f s\u00fctun, bu bozulmadan ar\u0131nd\u0131r\u0131lm\u0131\u015f bi\u00e7imde NASCAR sponsorlu\u011fu ROI’sinin nas\u0131l \u00f6l\u00e7\u00fclece\u011finin pratik yan\u0131t\u0131n\u0131 sunmaktad\u0131r.<\/p>\n <\/p>\n NASCAR sponsorlu\u011fu medya de\u011feri, bir markan\u0131n yar\u0131\u015f yay\u0131n\u0131 boyunca ekranda kazand\u0131\u011f\u0131 g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn e\u015fde\u011fer reklam maliyetidir. En k\u00f6kl\u00fc ve en iyi anla\u015f\u0131lan s\u00fctundur; y\u0131llarca markalar\u0131n takip etti\u011fi tek g\u00f6stergeydi.<\/p>\n 1985 y\u0131l\u0131nda kurulan Joyce Julius and Associates<\/u><\/a>, Kamera S\u00fcresi De\u011feri (VTOC) y\u00f6ntemiyle NASCAR medya \u00f6l\u00e7\u00fcm\u00fcn\u00fcn uzun s\u00fcreli referans noktas\u0131 olmaya devam etmektedir. Bu y\u00f6ntem, net ve odaklanm\u0131\u015f marka g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fc s\u00f6zl\u00fc anmalarla birlikte sayar ve her birini otuz saniyelik bir reklamdaki yakla\u015f\u0131k \u00fc\u00e7 marka anmas\u0131na dayanan sabit bir reklam s\u00fcresi art\u0131\u015f\u0131 olarak de\u011ferlendirir (Applied Economics \/ Tandfonline<\/u><\/a>).<\/p>\n Nielsen Sports<\/u><\/a>, tescilli QI Puan\u0131 metodolojisiyle kar\u015f\u0131la\u015ft\u0131r\u0131labilir k\u00fcresel bir de\u011ferleme sunuyor. Relo Metrics<\/u><\/a> ise yapay zeka destekli bir yay\u0131n g\u00f6r\u00fcn\u00fcrl\u00fck okumas\u0131 ekliyor.<\/p>\n Rakamlara somut olarak bakal\u0131m<\/strong><\/p>\n Rekabet\u00e7i bir Cup birincil sponsoru i\u00e7in NASCAR sponsorlu\u011fu medya de\u011feri, 36 yar\u0131\u015f haftas\u0131nda Fox, NBC, Amazon Prime Video ve TNT Sports yay\u0131nlar\u0131na yay\u0131larak sezon baz\u0131nda genel olarak 5 ila 15 milyon dolar aral\u0131\u011f\u0131nda ger\u00e7ekle\u015fiyor (RTR Sports<\/u><\/a>).<\/p>\n Rakam\u0131 ger\u00e7ek\u00e7i tutmak i\u00e7in iki d\u00fczeltme \u015fart:<\/p>\n Ciddi bir \u00f6l\u00e7\u00fcm, tek bir a\u011f\u0131rl\u0131kland\u0131r\u0131lmam\u0131\u015f g\u00f6r\u00fcn\u00fcrl\u00fck rakam\u0131 raporlamak yerine her ikisini de hesaba katar.<\/p>\n <\/p>\n Dijital ve sosyal ROI, s\u00f6zle\u015fme d\u00f6nemi boyunca tak\u0131ma ait ve seriye ait kanallardan elde edilen y\u00f6nlendirme trafi\u011fi, etkile\u015fim, d\u00f6n\u00fc\u015f\u00fcm ve g\u00f6sterim de\u011ferinin b\u00fct\u00fcn\u00fcd\u00fcr.<\/p>\n Cup tak\u0131mlar\u0131 Instagram, X, Facebook, YouTube ve TikTok’ta birle\u015fik olarak milyonluk sosyal medya kitlesine sahip; birincil sponsor ise s\u00f6zle\u015fmeli programdaki her yar\u0131\u015f haftas\u0131nda tak\u0131m\u0131n \u00f6zel i\u00e7eriklerinde yer kazan\u0131yor.<\/p>\n Bu s\u00fctun tahmin edilmez, izlenir: UTM etiketli kampanya URL’leri, \u00f6zel a\u00e7\u0131l\u0131\u015f sayfalar\u0131, sosyal analitik platformlar ve s\u00fcr\u00fcc\u00fcy\u00fc ile tak\u0131m\u0131 bir influencer kanal\u0131 olarak ele alan at\u0131f modelleri. Sa\u011fl\u0131kl\u0131 bir NASCAR sponsorlu\u011fu \u00f6l\u00e7\u00fcm\u00fc, bu s\u00fctunu yay\u0131n medya de\u011ferinin i\u00e7ine katmak yerine ayr\u0131 tutar; \u00e7\u00fcnk\u00fc ikisi farkl\u0131 sorulara yan\u0131t verir.<\/p>\n Neden ba\u011f\u0131ms\u0131z izlemeyi hak ediyor?<\/strong><\/p>\n Dijital ROI’yi kendi ba\u015f\u0131na \u00f6l\u00e7en markalar tutarl\u0131 bi\u00e7imde \u015funu fark ediyor: dijital ve yay\u0131n rakamlar\u0131 birlikte, kalan \u00fc\u00e7 s\u00fctun hesaba kat\u0131lmadan bile birincil d\u00fczeyde sponsorluk maliyetini zaten a\u015f\u0131yor. Dijital g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc medya de\u011ferinin bir alt kalemi olarak i\u015flemek bu ger\u00e7e\u011fi gizliyor.<\/p>\n \u00c7\u00f6z\u00fcm, trafi\u011fi ve d\u00f6n\u00fc\u015f\u00fcm\u00fc etiketli linkler ve \u00f6zel sayfalar arac\u0131l\u0131\u011f\u0131yla do\u011frudan sponsorlu\u011fa atfetmek; \u00e7\u0131kar\u0131m yapmakla yetinmemek.<\/p>\n <\/p>\n A\u011f\u0131rlama ROI’si, yar\u0131\u015f haftas\u0131 m\u00fc\u015fteri a\u011f\u0131rlamalar\u0131ndan, paddock eri\u015fiminden ve yerinde toplant\u0131lardan elde edilen izlenebilir B2B f\u0131rsat hatt\u0131 de\u011feridir. NASCAR takviminin yap\u0131sal bir avantaj sundu\u011fu da tam olarak bu noktad\u0131r.<\/p>\n Per\u015fembe’den Pazar’a uzanan bir yar\u0131\u015f haftas\u0131, etkinlik ba\u015f\u0131na d\u00f6rt g\u00fcne kadar nitelikli al\u0131c\u0131 s\u00fcresi sunuyor; bu, ABD sporundaki herhangi bir tek ma\u00e7 g\u00fcn\u00fcn\u00fc geride b\u0131rak\u0131yor. Birincil sponsorlar tipik olarak hafta sonu ba\u015f\u0131na alt\u0131 ila sekiz garaj hot pass alarak m\u00fc\u015fterilerini operasyonun tam kalbine ta\u015f\u0131ma imk\u00e2n\u0131 buluyor.<\/p>\n Nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr?<\/strong><\/p>\n \u00d6l\u00e7\u00fcm y\u00f6ntemi anekdota de\u011fil disipline dayan\u0131r:<\/p>\n Veriyi temiz tutmak i\u00e7in bir uyar\u0131: at\u0131f penceresi boyunca ayn\u0131 hesaplara y\u00f6nelik ba\u015fka b\u00fcy\u00fck kampanyalar y\u00fcr\u00fctmekten ka\u00e7\u0131n\u0131n; aksi halde sinyal bulan\u0131kla\u015f\u0131r.<\/p>\n Bu s\u00fctun s\u0131k s\u0131k atlaniyor, \u00e7\u00fcnk\u00fc at\u0131f \u00e7al\u0131\u015fmas\u0131 g\u00f6sterim saymaktan \u00e7ok daha zor. Oysa en y\u00fcksek de\u011ferli getiriler \u00e7o\u011funlukla tam burada yat\u0131yor. Yay\u0131n\u0131 \u00f6l\u00e7\u00fcp a\u011f\u0131rlamay\u0131 g\u00f6rmezden gelen bir marka ihtiyatl\u0131 davranm\u0131yor; ger\u00e7ek ve b\u00fcy\u00fck bir bile\u015feni saym\u0131yor, dolay\u0131s\u0131yla ger\u00e7ekte kazand\u0131\u011f\u0131ndan daha d\u00fc\u015f\u00fck bir getiri raporluyor.<\/p>\n <\/p>\n Marka alg\u0131s\u0131, NASCAR taraftar kitlesinde s\u00f6zle\u015fme d\u00f6nemi boyunca fark\u0131ndal\u0131k, de\u011ferlendirme, sat\u0131n alma niyeti, hat\u0131rlama ve olumlu izlenimde ya\u015fanan \u00f6l\u00e7\u00fclebilir de\u011fi\u015fimdir.<\/p>\n NASCAR sponsorlu\u011fu \u00f6l\u00e7\u00fcm\u00fcn\u00fcn bu b\u00f6l\u00fcm\u00fcn\u00fcn arac\u0131, sezon sonunda biti\u015f durumunu yakalamakla yetinen tek bir anket de\u011fil; e\u015fle\u015ftirilmi\u015f kontrol gruplar\u0131yla y\u00fcr\u00fct\u00fclen \u00fc\u00e7 ayl\u0131k marka takibidir.<\/p>\n Ara\u015ft\u0131rmalar ne s\u00f6yl\u00fcyor?<\/strong><\/p>\n Levin, Joiner ve Cameron’\u0131n 2001 tarihli ara\u015ft\u0131rmas\u0131<\/u><\/a> \u2014 Journal of Current Issues and Research in Advertising<\/em>‘de yay\u0131mlanan \u2014 NASCAR taraftarlar\u0131n\u0131n sponsor logolar\u0131n\u0131 e\u015fde\u011fer televizyon reklamlar\u0131na k\u0131yasla daha y\u00fcksek oranlarda hat\u0131rlad\u0131\u011f\u0131n\u0131 ortaya koydu; bu bulgu sonraki \u00e7al\u0131\u015fmalarla da do\u011fruland\u0131. Ara\u015ft\u0131rma, marka sponsorlu\u011funun t\u00fcketici tutumu ve hat\u0131rlama \u00fczerindeki etkisini de\u011ferlendirmek amac\u0131yla bir NASCAR yar\u0131\u015f televizyon klibini kulland\u0131; sonu\u00e7lar, ara\u00e7taki sponsorlu\u011fun y\u00fcksek ba\u011fl\u0131l\u0131kl\u0131 taraftarlar aras\u0131nda geleneksel reklamlar\u0131 geride b\u0131rakt\u0131\u011f\u0131n\u0131 g\u00f6sterdi.<\/p>\n Taraftar k\u00fclt\u00fcr\u00fc ikinci ve daha nadir bir de\u011fi\u015fkeni de beraberinde getiriyor. Anket uygulanan NASCAR taraftarlar\u0131, sponsor markalar\u0131 fan kimliklerinin bir yans\u0131mas\u0131 olarak aktif bi\u00e7imde sat\u0131n ald\u0131klar\u0131n\u0131 bildiriyor; bu \u00f6l\u00e7\u00fclebilir sat\u0131n alma davran\u0131\u015f\u0131, ba\u015fka hi\u00e7bir ABD sporu taraf\u0131ndan ayn\u0131 yo\u011funlukta yeniden \u00fcretilemiyor.<\/p>\n Bunu yakalamak, anla\u015fma \u00f6ncesinde bir taban de\u011feri belirlemeyi gerektirir; yoksa sezon sonu hareketi sponsorlu\u011fa de\u011fil, genel piyasa ko\u015fullar\u0131na atfedilir. Taban de\u011feri olmadan y\u00fcr\u00fct\u00fclen marka alg\u0131s\u0131 \u00f6l\u00e7\u00fcm\u00fc, veri k\u0131l\u0131\u011f\u0131na b\u00fcr\u00fcnm\u00fc\u015f tahmindir.<\/p>\n <\/p>\n Do\u011frudan ticari \u00e7\u0131kt\u0131lar; \u00f6l\u00e7\u00fclebilir sat\u0131\u015f art\u0131\u015f\u0131, perakende aktivasyonu d\u00f6n\u00fc\u015f\u00fcm\u00fc, promosyon kodu kullan\u0131m\u0131, b\u00f6lgesel sat\u0131\u015f de\u011fi\u015fimi ve \u2014 sponsor halka a\u00e7\u0131k bir \u015firketse \u2014 hissedar de\u011ferindeki sponsorlu\u011fa atfedilebilir hareketi kapsar.<\/p>\n NASCAR’\u0131n bu alanda ba\u015fvurulacak net perakende arketipleri var: NASCAR markal\u0131 perakendecilerdeki sat\u0131\u015f noktas\u0131 programlar\u0131, Jimmie Johnson d\u00f6neminde Lowe’s ile y\u00fcr\u00fct\u00fclen t\u00fcrden ev geli\u015ftirme reyonu aktivasyonlar\u0131 ve Kyle Busch y\u0131llar\u0131nda M&M’s ile oldu\u011fu gibi belirli s\u00fcr\u00fcc\u00fc pencerelerine ba\u011flanan b\u00f6lgesel sat\u0131\u015f art\u0131\u015flar\u0131.<\/p>\n Akademik kan\u0131tlar ne g\u00f6steriyor?<\/strong><\/p>\n Pruitt, Cornwell ve Clark’\u0131n<\/u><\/a> Journal of Advertising Research<\/em>‘te (2004) yay\u0131mlanan \u00e7al\u0131\u015fmas\u0131, 24 halka a\u00e7\u0131k NASCAR sponsorunu<\/u><\/a> inceledi ve sponsorluk maliyetleri d\u00fc\u015f\u00fcld\u00fckten sonra hissedar servetinde ortalama 300 milyon dolar\u0131n \u00fczerinde art\u0131\u015f saptad\u0131. Yazarlar bunu pazarlama literat\u00fcr\u00fcnde kay\u0131t alt\u0131na al\u0131nm\u0131\u015f en b\u00fcy\u00fck g\u00f6n\u00fcll\u00fc pazarlama program\u0131 etkisi olarak nitelendirdi. Bu, g\u00f6sterim rakamlar\u0131 \u00fczerinden de\u011fil, do\u011frudan hissedar de\u011feri \u00fczerinden ifade edilmi\u015f bir NASCAR sponsorlu\u011fu yat\u0131r\u0131m getirisidir.<\/p>\n \u00d6l\u00e7\u00fcm y\u00f6ntemleri aras\u0131nda e\u015fle\u015ftirilmi\u015f pazar sat\u0131\u015f analizi, kullan\u0131m kodu atamas\u0131 ve hisse fiyat\u0131 i\u00e7in olay \u00e7al\u0131\u015fmas\u0131 metodolojisi yer al\u0131yor. Sat\u0131\u015f art\u0131\u015f\u0131n\u0131 ve ge\u00e7erliyse hisse fiyat\u0131 tepkisini g\u00f6sterebilen bir marka, konu\u015fmay\u0131 pazarlama harcamas\u0131ndan i\u015f sonucuna ta\u015f\u0131m\u0131\u015f demektir.<\/p>\n <\/p>\n Be\u015f s\u00fctunlu \u00e7er\u00e7eve Cup d\u00fczeyiyle s\u0131n\u0131rl\u0131 kalm\u0131yor, ancak a\u011f\u0131rl\u0131klar de\u011fi\u015fiyor.<\/p>\n NASCAR O’Reilly Auto Parts Serisi’nde (ikinci ulusal seri; NASCAR Xfinity ba\u015fl\u0131k sponsoru de\u011fi\u015fiminin ard\u0131ndan<\/u><\/a> 2026’dan itibaren kullan\u0131lan yeni ad) ve Craftsman Truck Serisi’nde yay\u0131n medya de\u011feri mutlak olarak daha d\u00fc\u015f\u00fck \u00e7\u00fcnk\u00fc izleyici kitlesi daha k\u00fc\u00e7\u00fck. Ne var ki maliyet, eri\u015fimden \u00e7ok daha h\u0131zl\u0131 d\u00fc\u015f\u00fcyor; bu da alt serileri salt ucuz de\u011fil, verimli yapan \u015fey.<\/p>\n Platformu test etmek isteyen bir marka, Cup hak bedelinin \u00e7ok k\u00fc\u00e7\u00fck bir b\u00f6l\u00fcm\u00fcyle be\u015f s\u00fctunun tamam\u0131n\u0131 taban de\u011feriyle belirleyebilir ve ayn\u0131 yar\u0131\u015f haftas\u0131 yap\u0131s\u0131ndan \u00f6l\u00e7\u00fclebilir marka alg\u0131s\u0131 ile a\u011f\u0131rlama de\u011feri elde edebilir.<\/p>\n NASCAR sponsorlu\u011fu de\u011fer hesab\u0131, daha k\u00fc\u00e7\u00fck bir yat\u0131r\u0131m taban\u0131na kar\u015f\u0131 y\u00fcr\u00fct\u00fcl\u00fcyor. Truck program\u0131n\u0131, markan\u0131n hi\u00e7 \u00f6demedi\u011fi Cup kriterlerine g\u00f6re de\u011fil kendi ekonomisiyle yarg\u0131lad\u0131\u011f\u0131n\u0131zda getiri tutarl\u0131 bi\u00e7imde g\u00fc\u00e7l\u00fc \u00e7\u0131k\u0131yor.<\/p>\n <\/p>\n En \u00f6\u011fretici NASCAR ROI \u00f6rnekleri, her birinde getirinin belirli bir s\u00fctun taraf\u0131ndan ta\u015f\u0131nd\u0131\u011f\u0131n\u0131 ortaya koyuyor ve NASCAR sponsorlu\u011fu ROI’sinin pratikte nas\u0131l \u00f6l\u00e7\u00fcld\u00fc\u011f\u00fcn\u00fc g\u00f6steriyor.<\/p>\n Uzun soluklu perakende programlar\u0131, sat\u0131\u015f noktas\u0131 aktivasyonu sponsorlukla birlikte y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fcnde \u2014 yan\u0131nda de\u011fil \u2014 do\u011frudan ticari s\u00fctunun nas\u0131l bile\u015fik b\u00fcy\u00fcd\u00fc\u011f\u00fcn\u00fc g\u00f6zler \u00f6n\u00fcne seriyor.<\/p>\n Pruitt, Cornwell ve Clark analizi<\/u><\/a>, yirmiden fazla halka a\u00e7\u0131k \u015firketteki borsa tepkisini izole ederek tutarl\u0131 olarak pozitif bir etki buluyor ve hissedar de\u011feri s\u00fctununun kanonik referans \u00e7al\u0131\u015fmas\u0131 olmaya devam ediyor. En g\u00fc\u00e7l\u00fc etki, otomotiv ba\u011flant\u0131s\u0131 olan kurumsal sponsorluklar i\u00e7in g\u00f6zlemleniyor.<\/p>\n Ortak payda nedir?<\/strong><\/p>\n G\u00fc\u00e7l\u00fc \u00f6rneklerdeki ortak payda, hak bedelinin b\u00fcy\u00fckl\u00fc\u011f\u00fc de\u011fil. Markan\u0131n \u00f6nceden hangi s\u00fctunda ya\u015fad\u0131\u011f\u0131n\u0131 tespit etmesi ve o s\u00fctunu do\u011fru bi\u00e7imde \u00f6l\u00e7mesidir.<\/p>\n Zay\u0131f \u00f6rneklerde ise tam tersi var: y\u00fcksek bir hak bedeli, s\u0131f\u0131r aktivasyon b\u00fct\u00e7esi ve di\u011fer d\u00f6rt s\u00fctunun desteklemeyece\u011fi bir yenilemeyi me\u015frula\u015ft\u0131rmak i\u00e7in kullan\u0131lan tek s\u00fctunlu medya de\u011feri okumas\u0131. Ger\u00e7ek bir NASCAR sponsorlu\u011fu de\u011fer hesab\u0131n\u0131n g\u00fcn y\u00fcz\u00fcne \u00e7\u0131kard\u0131\u011f\u0131 bo\u015fluk tam da budur \u2014 ve bu bo\u015flu\u011fu y\u00fczeysel bir hesap gizler, zay\u0131f bir getiriyi oldu\u011fundan parlak g\u00f6sterir.<\/p>\n <\/p>\n Payda d\u00fcr\u00fcst tutuldu\u011funda NASCAR sponsorlu\u011fu de\u011fer hesab\u0131 olduk\u00e7a basittir ve be\u015f s\u00fctunu \u2014 NASCAR sponsorlu\u011fu medya de\u011feri dahil \u2014 tek bir NASCAR sponsorlu\u011fu yat\u0131r\u0131m getirisi rakam\u0131na d\u00f6n\u00fc\u015ft\u00fcr\u00fcr:<\/p>\n ROI (%) = (Toplam Getiri \u2212 Toplam Yat\u0131r\u0131m) \/ Toplam Yat\u0131r\u0131m \u00d7 100<\/p>\n Toplam Yat\u0131r\u0131m = Hak Bedeli + Aktivasyon Harcamas\u0131<\/p>\n NASCAR sponsorlu\u011fu de\u011fer hesaplar\u0131ndaki en yayg\u0131n bozulma, aktivasyon harcamas\u0131n\u0131n paydan\u0131n d\u0131\u015f\u0131nda tutulmas\u0131d\u0131r; bu mekanik olarak raporlanan getiriyi \u015fi\u015firir. Nielsen ROSI<\/u><\/a> varyant\u0131 ise denklemin di\u011fer taraf\u0131n\u0131 d\u00fczenler: parasal getiriyi, salt bir nakit rakam\u0131n\u0131n g\u00f6zden ka\u00e7\u0131raca\u011f\u0131 marka hedeflerini kapsayan stratejik bir performans a\u011f\u0131rl\u0131\u011f\u0131yla \u00e7arpar.<\/p>\n Somut bir \u00f6rnek<\/strong><\/p>\n 5 milyon dolarl\u0131k bir Cup Series birincil sponsorlu\u011funu 7,5 milyon dolarl\u0131k aktivasyon b\u00fct\u00e7esiyle ele ald\u0131\u011f\u0131n\u0131zda toplam yat\u0131r\u0131m 12,5 milyon dolara ula\u015f\u0131yor. Be\u015f s\u00fctunun temsili getirilerini modelleyecek olursak:<\/p>\n Bu, yakla\u015f\u0131k y\u00fczde 76’l\u0131k bir ilk sezon ROI’si anlam\u0131na geliyor.<\/p>\n Her t\u00fcrl\u00fc NASCAR sponsorlu\u011fu de\u011fer hesab\u0131na iki uyar\u0131 e\u015flik etmelidir: rakamlar \u00f6rnekleme ama\u00e7l\u0131d\u0131r, taahh\u00fct de\u011fildir; ayr\u0131ca tek sezonluk okumalar\u0131n g\u00f6zden ka\u00e7\u0131rd\u0131\u011f\u0131 2. y\u0131l bile\u015fik etkisini yakalamak i\u00e7in en az iki sezonluk bir pencere gerekmektedir. Aktivasyonu paydadan d\u00fc\u015f\u00fcren bir hesap nas\u0131l getiriyi oldu\u011fundan y\u00fcksek g\u00f6steriyorsa, 2. y\u0131l\u0131 d\u0131\u015far\u0131da b\u0131rakan bir hesap da anla\u015fman\u0131n de\u011ferini oldu\u011fundan d\u00fc\u015f\u00fck yans\u0131t\u0131r.<\/p>\n <\/p>\n Do\u011fru \u015fekilde aktive edilmi\u015f NASCAR Cup Series birincil sponsorlar\u0131, be\u015f s\u00fctun genelinde d\u00fczenli olarak harcaman\u0131n be\u015f ila on kat\u0131 aral\u0131\u011f\u0131nda getiri raporluyor. Haklar\u0131 sat\u0131n al\u0131p aktivasyona hi\u00e7 yat\u0131r\u0131m yapmayan pasif sponsorlar ise \u00e7o\u011funlukla salt hak yat\u0131r\u0131m\u0131n\u0131 bile geri kazanam\u0131yor ve b\u00fcy\u00fck b\u00f6l\u00fcm\u00fc iki sezon i\u00e7inde \u00e7ekiliyor.<\/p>\n K\u0131yaslama yap\u0131s\u0131<\/strong><\/p>\n G\u00fc\u00e7l\u00fc ve zay\u0131f NASCAR sponsorlu\u011fu ROI’sini birbirinden ay\u0131ran en belirleyici de\u011fi\u015fken, bu aktivasyon-hak bedeli oran\u0131d\u0131r \u2014 hangi tak\u0131m\u0131n, s\u00fcr\u00fcc\u00fcn\u00fcn ya da yar\u0131\u015f paketinin sat\u0131n al\u0131nd\u0131\u011f\u0131ndan \u00e7ok daha fazla. \u0130ki marka ayn\u0131 hak bedelini \u00f6deyip, yaln\u0131zca logonun arkas\u0131ndaki aktivasyon b\u00fct\u00e7esi nedeniyle birbirinden tamamen farkl\u0131 sponsorlu\u011fu yat\u0131r\u0131m getirileri raporlayabilir.<\/p>\n Aktivasyonu g\u00f6rmezden gelen bir ortalama yan\u0131lt\u0131r. NASCAR sponsorlu\u011fu ROI’sini do\u011fru \u00f6l\u00e7meyi \u00f6\u011frenmek, aktivasyon rakam\u0131n\u0131 her zaman getirinin yan\u0131na koymak demektir; \u00e7\u00fcnk\u00fc aktive edilmi\u015f ve aktive edilmemi\u015f sonu\u00e7 aras\u0131ndaki fark, hik\u00e2yenin tamam\u0131n\u0131 \u00f6zetler.<\/p>\n <\/p>\n Genel spor \u00e7er\u00e7eveleri NASCAR getirilerini oldu\u011fundan d\u00fc\u015f\u00fck de\u011ferlendiriyor, \u00e7\u00fcnk\u00fc \u00fc\u00e7 yap\u0131sal de\u011fi\u015fken NASCAR’da var ama top sporlar\u0131nda ve F1’de b\u00fcy\u00fck \u00f6l\u00e7\u00fcde yok. Bu \u00fc\u00e7 de\u011fi\u015fkenin her biri, NASCAR sponsorlu\u011fu \u00f6l\u00e7\u00fcm\u00fcn\u00fcn nas\u0131l kurgulanmas\u0131 gerekti\u011fini do\u011frudan etkiliyor.<\/p>\n De\u011fi\u015fken 1 \u2014 G\u00f6r\u00fcn\u00fcrl\u00fck kalitesi<\/strong><\/p>\n NASCAR’\u0131n geni\u015f yay\u0131n a\u00e7\u0131lar\u0131 ve saatte 300 kilometreyi a\u015fan pist h\u0131zlar\u0131, ham kamera s\u00fcresi rakam\u0131n\u0131 g\u00f6r\u00fcn\u00fcrl\u00fck i\u00e7in d\u00fczeltme yap\u0131lmad\u0131\u011f\u0131nda ger\u00e7e\u011fin \u00fczerine \u00e7\u0131kar\u0131yor. Relo Metrics’in NASCAR ara\u015ft\u0131rmas\u0131<\/u><\/a>, yay\u0131n karelerinin yakla\u015f\u0131k y\u00fczde yirmisinin yar\u0131\u015f h\u0131z\u0131ndan kaynaklanan bulan\u0131kl\u0131ktan etkilendi\u011fini ortaya koyuyor. Bu d\u00fczeltme, basketbol veya Amerikan futbolunun daha yak\u0131n ve yava\u015f \u00e7er\u00e7evelemesinde \u00e7ok daha az \u00f6nem ta\u015f\u0131yor.<\/p>\n De\u011fi\u015fken 2 \u2014 Al\u0131c\u0131 s\u00fcresi<\/strong><\/p>\n Per\u015fembe’den Pazar’a uzanan bir yar\u0131\u015f haftas\u0131, etkinlik ba\u015f\u0131na d\u00f6rt g\u00fcne kadar nitelikli a\u011f\u0131rlama eri\u015fimi sunuyor; bu, bir NFL ma\u00e7 g\u00fcn\u00fcndeki \u00fc\u00e7 ila d\u00f6rt saatlik s\u00fcreyle k\u0131yasland\u0131\u011f\u0131nda B2B s\u00fctununu ciddi bi\u00e7imde geni\u015fletiyor.<\/p>\n De\u011fi\u015fken 3 \u2014 Taraftar davran\u0131\u015f\u0131<\/strong><\/p>\n NASCAR taraftarlar\u0131, akademik literat\u00fcr\u00fcn defalarca \u00f6l\u00e7t\u00fc\u011f\u00fc ve top sporu izleyicilerinin kar\u015f\u0131layamad\u0131\u011f\u0131 oranlarda sponsor markalar\u0131n\u0131 sat\u0131n almaya d\u00f6n\u00fc\u015ft\u00fcr\u00fcyor; bu da marka alg\u0131s\u0131 s\u00fctununu geni\u015fletiyor. Levin, Joiner ve Cameron (2001)<\/u><\/a> bu etkiyi do\u011frudan belgeledi; y\u00fcksek ba\u011fl\u0131l\u0131kl\u0131 NASCAR taraftarlar\u0131n\u0131n sponsor markalara kar\u015f\u0131 d\u00fc\u015f\u00fck ba\u011fl\u0131l\u0131kl\u0131 taraftarlara k\u0131yasla daha olumlu tutumlar sergiledi\u011fini saptad\u0131.<\/p>\n Bu \u00fc\u00e7 de\u011fi\u015fkeni a\u011f\u0131rl\u0131kland\u0131rmayan bir NASCAR sponsorlu\u011fu \u00f6l\u00e7\u00fcm \u00e7er\u00e7evesi, sponsorlu\u011fun ger\u00e7ekte sundu\u011funun y\u00fczde yirmi ila k\u0131rk alt\u0131nda bir getiri raporlayacakt\u0131r. Buna \u00f6zg\u00fcn yakla\u015f\u0131m\u0131n \u00f6d\u00fcn\u00e7 al\u0131nan yakla\u015f\u0131m\u0131 geride b\u0131rakmas\u0131n\u0131n nedeni tam da budur: \u00f6d\u00fcn\u00e7 \u00e7er\u00e7eve, bu \u00fc\u00e7 kriterde farkl\u0131 davranan bir sport i\u00e7in kalibre edilmi\u015ftir.<\/p>\n <\/p>\n NASCAR sponsorlu\u011fu \u00f6l\u00e7\u00fcm\u00fcnde d\u00fc\u015f\u00fck raporlanan sonu\u00e7lar\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcn\u00fc yedi hata a\u00e7\u0131kl\u0131yor:<\/p>\n 1. Yay\u0131n medya de\u011ferini i\u015f de\u011feriyle e\u015fle\u015ftirmek.<\/strong> Joyce Julius VTOC ve Nielsen QI medya de\u011ferleri, reklam e\u015fde\u011feri g\u00f6r\u00fcn\u00fcrl\u00fck i\u00e7in birer vekil g\u00f6stergedir; gelir tablosunda bir kalem de\u011fil. Bunlar\u0131 getiri olarak raporlamak g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc \u00e7\u0131kt\u0131yla kar\u0131\u015ft\u0131r\u0131r.<\/p>\n 2. Aktivasyon maliyetini yat\u0131r\u0131m paydas\u0131n\u0131n d\u0131\u015f\u0131nda b\u0131rakmak.<\/strong> Aktivasyonun d\u0131\u015far\u0131da tutulmas\u0131 raporlanan NASCAR sponsorlu\u011fu ROI’sini \u00e7o\u011funlukla y\u00fczde ellinin \u00fczerinde \u015fi\u015firir. Paydan\u0131n hem hakk\u0131 hem aktivasyonu ta\u015f\u0131mas\u0131 \u015fartt\u0131r.<\/p>\n 3. \u00d6l\u00e7\u00fcm\u00fc geriye d\u00f6n\u00fck yapmak, briefingte tasarlamamak.<\/strong> Taban de\u011feri olmadan hareketi \u00f6l\u00e7ecek hi\u00e7bir referans noktas\u0131 yok. Anla\u015fma \u00f6ncesi \u00e7er\u00e7evesiyle giren markalar kayda de\u011fer \u00f6l\u00e7\u00fcde daha y\u00fcksek getiri raporluyor.<\/p>\n 4. Ham g\u00f6sterimleri g\u00f6r\u00fcn\u00fcrl\u00fck d\u00fczeltmesi yapmadan saymak.<\/strong> NASCAR’da bu, ba\u015fka herhangi bir b\u00fcy\u00fck ABD sporuna k\u0131yasla sonu\u00e7lar\u0131 \u00e7ok daha fazla bozuyor; \u00e7\u00fcnk\u00fc ham g\u00f6r\u00fcn\u00fcrl\u00fck karelerinin \u00f6nemli bir pay\u0131 okunamaz durumda. Relo Metrics bunu karelerin yakla\u015f\u0131k y\u00fczde yirmisi olarak sapt\u0131yor.<\/u><\/a><\/p>\n 5. Tek sezonluk ROI raporlamak.<\/strong> 1. y\u0131l kurulum a\u015famas\u0131d\u0131r; getiri 2. y\u0131ldan itibaren bile\u015fik b\u00fcy\u00fcr; bu nedenle tek sezonluk okuma yap\u0131sal olarak anla\u015fman\u0131n de\u011ferini eksik yans\u0131t\u0131r.<\/p>\n 6. At\u0131f daha zor oldu\u011fu i\u00e7in B2B a\u011f\u0131rlama hatt\u0131n\u0131 g\u00f6rmezden gelmek.<\/strong> Tam da buras\u0131, baz\u0131 en y\u00fcksek de\u011ferli NASCAR getirilerinin yuvaland\u0131\u011f\u0131 yerdir; bu s\u00fctunun atlanmas\u0131 ger\u00e7ek getirinin \u00e7\u00f6pe at\u0131lmas\u0131 demektir.<\/p>\n 7. Tak\u0131m\u0131n pist performans\u0131n\u0131 markan\u0131n \u00e7\u0131kt\u0131 metri\u011fi saymak.<\/strong> Sonu\u00e7lar medya de\u011ferinin bir girdisidir, \u00e7\u0131kt\u0131 g\u00f6stergesi de\u011fil. As\u0131l soru, araban\u0131n nerede bitirdi\u011fi de\u011fil, markan\u0131n ne elde etti\u011fidir.<\/p>\n <\/p>\n NASCAR sponsorlu\u011fu ROI’sinin pratikte nas\u0131l \u00f6l\u00e7\u00fclece\u011fini bilmek, hangi tedarik\u00e7inin hangi s\u00fctunu kapsad\u0131\u011f\u0131n\u0131 bilmek demektir; \u00e7\u00fcnk\u00fc tek ba\u015f\u0131na be\u015f s\u00fctunun tamam\u0131n\u0131 kar\u015f\u0131layan bir firma yok.<\/p>\n Pratik tavsiye \u015fu: tak\u0131m taraf\u0131ndan sa\u011flanan verilere yaln\u0131zca g\u00fcvenmek yerine ba\u011f\u0131ms\u0131z \u00fc\u00e7\u00fcnc\u00fc taraf verilerine a\u011f\u0131rl\u0131k verin ve eksiksiz bir tablonun birden fazla arac\u0131n \u00e7\u0131kt\u0131lar\u0131n\u0131 bir araya getirmeyi gerektirdi\u011fini kabul edin. Hi\u00e7bir tedarik\u00e7i a\u011f\u0131rlama f\u0131rsat hatt\u0131n\u0131, marka alg\u0131s\u0131n\u0131 ve NASCAR sponsorlu\u011fu medya de\u011ferini ayn\u0131 anda g\u00f6rm\u00fcyor; bu \u00e7\u0131kt\u0131lar\u0131 birle\u015ftirmek esas \u00e7al\u0131\u015fman\u0131n kendisi.<\/p>\n <\/p>\n NASCAR sponsorlu\u011fu ROI’sinin nas\u0131l \u00f6l\u00e7\u00fclece\u011fi sorusu, imzadan \u00f6nce yan\u0131tlanmak zorundad\u0131r. NASCAR sponsorlu\u011fu yat\u0131r\u0131m getirisi program\u0131n\u0131 \u00f6nceden tasarlamak, be\u015f ad\u0131ml\u0131 bir \u00f6n anla\u015fma kontrol listesini takip etmek demektir:<\/p>\n 1. M\u00fczakereler ba\u015flamadan \u00f6nce hedefleri be\u015f s\u00fctunun her birine g\u00f6re tan\u0131mlay\u0131n;<\/strong> b\u00f6ylece anla\u015fma bu hedefleri ger\u00e7ekle\u015ftirecek bi\u00e7imde \u015fekillendirilir.<\/p>\n 2. Marka fark\u0131ndal\u0131\u011f\u0131, de\u011ferlendirme, hat\u0131rlama ve dijital trafik i\u00e7in anla\u015fma \u00f6ncesi taban de\u011ferlerini belirleyin;<\/strong> sonraki her okuma i\u00e7in bir referans noktas\u0131 olu\u015fturun.<\/p>\n 3. \u00d6l\u00e7\u00fcm ortaklar\u0131n\u0131 ve metodolojilerini hak sahibinin y\u00fck\u00fcml\u00fcl\u00fckleri olarak s\u00f6zle\u015fmeye kilitleyin;<\/strong> b\u00f6ylece NASCAR sponsorlu\u011fu \u00f6l\u00e7\u00fcm\u00fc iyi niyete b\u0131rak\u0131lmam\u0131\u015f olur.<\/p>\n 4. Aktivasyon b\u00fct\u00e7esini anla\u015fma onaylanmadan \u00f6nce olu\u015fturun;<\/strong> yakla\u015f\u0131k 1 birim hak bedeline kar\u015f\u0131 2 birim aktivasyon oran\u0131nda. Aktivasyon b\u00fct\u00e7esi olmadan onaylanan anla\u015fmalar her s\u00fctunda d\u00fc\u015f\u00fck performans g\u00f6steriyor.<\/p>\n 5. En az iki sezonluk bir \u00f6l\u00e7\u00fcm penceresine ba\u011fl\u0131 kal\u0131n;<\/strong> \u00e7\u00fcnk\u00fc 1. y\u0131l kurulum a\u015famas\u0131d\u0131r ve getiri 2. y\u0131ldan itibaren bile\u015fik b\u00fcy\u00fcr.<\/p>\n Bu \u00f6r\u00fcnt\u00fc tutarl\u0131d\u0131r: g\u00fc\u00e7l\u00fc NASCAR sponsorlu\u011fu ROI raporlayan markalar bu dizinin bir versiyonunu izliyor; zay\u0131f ROI raporlayan markalar ise neredeyse istisnas\u0131z \u00f6nce imzalay\u0131p \u00f6l\u00e7\u00fcm\u00fc sonraya b\u0131rak\u0131yor. Bu s\u0131ralamay\u0131 do\u011fru kurmak, bir CFO’nun g\u00fcvenece\u011fi bi\u00e7imde NASCAR sponsorlu\u011fu ROI’si \u00f6l\u00e7menin tek ba\u015f\u0131na en b\u00fcy\u00fck belirleyicisidir.<\/p>\n <\/p>\nNASCAR Sponsorlu\u011fu 2026: Maliyetler ve Ko\u015fullar<\/a><\/h3>
NASCAR sponsorlu\u011fu ROI’si nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr?<\/strong><\/h2>\n
Be\u015f S\u00fctunlu NASCAR Sponsorlu\u011fu ROI \u00c7er\u00e7evesi<\/strong><\/h2>\n
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S\u00fctun 1 \u2014 Yay\u0131n Medya De\u011feri<\/strong><\/h3>\n
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S\u00fctun 2 \u2014 Dijital ve Sosyal ROI<\/strong><\/h3>\n
S\u00fctun 3 \u2014 B2B A\u011f\u0131rlama ve F\u0131rsat Hatt\u0131 De\u011feri<\/strong><\/h3>\n
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S\u00fctun 4 \u2014 T\u00fcketici Marka Alg\u0131s\u0131<\/strong><\/h3>\n
S\u00fctun 5 \u2014 Do\u011frudan Ticari \u00c7\u0131kt\u0131lar<\/strong><\/h3>\n
Alt serilerde NASCAR sponsorlu\u011fu ne kadar etkilidir?<\/strong><\/h2>\n
NASCAR ROI \u2014 vaka \u00e7al\u0131\u015fmalar\u0131<\/strong><\/h2>\n
NASCAR sponsorlu\u011funun de\u011feri nas\u0131l hesaplan\u0131r?<\/strong><\/h2>\n
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NASCAR sponsorlu\u011funun ortalama ROI’si ne kadar?<\/strong><\/h2>\n
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NASCAR sponsorlu\u011fu \u00f6l\u00e7\u00fcm\u00fc F1, NBA veya NFL’den neden farkl\u0131d\u0131r?<\/strong><\/h2>\n
Markalar\u0131n NASCAR sponsorlu\u011fu ROI \u00f6l\u00e7\u00fcm\u00fcnde yapt\u0131\u011f\u0131 yayg\u0131n hatalar<\/strong><\/h2>\n
NASCAR sponsorlu\u011fu ROI’sini hangi firmalar \u00f6l\u00e7\u00fcyor?<\/strong><\/h2>\n
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S\u00f6zle\u015fmeyi imzalamadan \u00f6nce NASCAR sponsorlu\u011fu ROI \u00f6l\u00e7\u00fcm\u00fc nas\u0131l tasarlan\u0131r?<\/strong><\/h2>\n
RTR’nin neden s\u00f6zle\u015fme imzalanmadan \u00f6nce \u00f6l\u00e7\u00fcm\u00fc tasarlamas\u0131na g\u00fcvenildi\u011fini ke\u015ffedin.<\/div>