Investigating the Effect of Advertising on the Perception of the Target Audience with the CAPI Technique
Öz
By creating brand awareness and marketing strategies with effective advertising practices, the effect of advertising on consumer perception can be understood. The aim of the study, which is built on this understanding, is to examine the advertisement film used in the marketing and promotion activities of a hotel business operating in the tourism sector with the CAPI technique. From this point of view, the research was implemented in three big cities, namely Istanbul, Izmir and Ankara. As a result of the field research, 150 meaningful data could be obtained due to the limitations such as the face-to-face application and the time-consuming nature of CAPI and narrowing of the criteria for those who will participate in the survey under the effect of the pandemic conditions. The data were subjected to the SPSS 20 program. As a result of the statistical analysis, it has been determined that the advertisement appeals to consumer emotions.
Anahtar Kelimeler
Kaynakça
- Ahmed, S. and Ashfaq, A. (2013), “Impact of Advertising on Consumers’ Buying Behavior Through Persuasiveness, Brand Image, and Celebrity Endorsement”, Global Media Journal, Vol. 6(2):149, pp. 1-9.
- Bargh, J. A. (2002) Losing consciousness: automatic influences on consumer judg- ment, behavior, and motivation. J. Consum. Res. 29 (2), 280–285.
- Baker, C. (Ed.). (1961). Hemingway and His Critics: An International Anthology. New York: Hill and Wang Inc.
- Bltyhe, J. (2001). Pazarlama İlkeleri. (Çev: Y. Odabaşı). Eskişehir: Bilim Teknik Yayınevi.
- Byun, J. ve Jang, S. (2015). Effective destination advertising: Matching effect between advertisinglanguage and destination type, Tourism Management, 50, 31-40.
- Classer, R. (1972). Planlı Pazarlama, İstanbul: Reklam Yayınları.
- Cohen, H. (2015). Content Marketing VS NativeAdvertising. http://heidicohen.com/contentmarketing-vs-native-advertising-chart/ (Access Date: 7 December 2021).
- Fatima, S. & Lodhi, S. (2015), “Impact of Advertisement on Buying Behaviours of the consumers: Study of Cosmetic Industry in Karachi City”, International Journal of Management Sciences and Business Research, ISSN (2226- 8235) Vol-4, Issue 10, pp. 125-137.
- Foster, Nigel (1997), Tuzu Kurular İçin Reklâmcılık, (Çev. Ebru Gündem), 2. Basım, Yayınevi Yayıncılık, Istanbul.
- Jenkins, Frank (2000): Advertising, Revised by Daniel Yadin, 4. Baskı, Financial Times, Prentice Hall, Dorset Press, İngiltere.
- Jones, John P. (1995).When Ads Work: Proof That Advertising Triggers Sales. New York: Lexington Books.
- Koenigs, M. ve Tranel, D. (2007). Prefrontal cortex damage abolishes brand-cued changes in cola preference. Soc. Cogn. Affect. Neurosci. 3 (1), 1–6.
- Kotler, P. Bowen, John ve Makens, James (2003). Marketing for hospitality and tourism. New Jersey: Prentice Hall.
- Lachance, C.C., Lubitz, A. ve Chestnut, R.W. (1977), “The Decorative Female Model: Sexual Stimuli and the Recognition of Advertisements”, Journal of Advertising, 6/4, 11-14
- Lanseng, Even J., (2016), ”Relevant Sex Appeals in Advertising: Genderand Commitment Context Differences”, Frontiers in Psychology, September, Volume 7, Article 1456
- McLuhan, M. 2005. The Medium is the Massage, Ginko Press, Corte Madera.
- Rai, N. (2013), “Impact of Advertising on Consumer Behaviour and Attitude with Reference to Consumer Durables”, International Journal Management Research & Business Strategy, Vol. 2, No. 2, pp. 75-79.
- Richards, J. I. and Curran, C. M. (2002), “Oracles on Advertising: Searching for a Definition”, Journal of Advertising, Vol. 31, No. 2, pp. 63-77.
- Shrum, L.J. , Liu, M., Nespoli, M. ve Lowrey, T. M. (2012). Persuasion in the market- place: how theories of persuasion apply to marketing and advertising. In: Dillard, James, Shen, Lijiang (Eds.), The Persuasion Handbook. CA:Sage, Thousand Oaks.
- Steel, J. (2000), “Gerçek, Yalanlar, Reklamcılık”, İnci Berna Kalınyazgan (çev.), 1. Baskı, Ankara: MediaCat Yayınları, 2000, s. 21.
- Tayfur, G. (2010), “Reklamcılık, 4. Baskı”, Ankara: Nobel Yayıncılık, s. 6.
- Tikveş, Ö. (2005), “Halkla İlişkiler ve Reklamcılık”, Genişletilmiş 2. Baskı, İstanbul: Beta Yayıncılık.
- Uzkurt, C. ve Bölükbaşı, B. (2008). Marka Yayma Stratejisini Etkileyen Tüketici İlişkili Faktörlerin Tüketicilerin Satın Alma Niyetleri Üzerine Etkisi: Ampirik Bir Çalışma. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26 (2), 275-305.
- Ventura, K. (2003), “Pazarlama Araştırmaları Kapsamında Yaşanan Teknoloji-Tabanlı Değişim”, Ege Akademik Bakış Dergisi, Vol 3, Is 1-2, pp. 85-86.
Investigating the Effect of Advertising on the Perception of the Target Audience with the CAPI Technique
Öz
By creating brand awareness and marketing strategies with effective advertising practices, the effect of advertising on consumer perception can be understood. The aim of the study, which is built on this understanding, is to examine the advertisement film used in the marketing and promotion activities of a hotel business operating in the tourism sector with the CAPI technique. From this point of view, the research was implemented in three big cities, namely Istanbul, Izmir and Ankara. As a result of the field research, 150 meaningful data could be obtained due to the limitations such as the face-to-face application and the time-consuming nature of CAPI and narrowing of the criteria for those who will participate in the survey under the effect of the pandemic conditions. The data were subjected to the SPSS 20 program. As a result of the statistical analysis, it has been determined that the advertisement appeals to consumer emotions.
Anahtar Kelimeler
Kaynakça
- Ahmed, S. and Ashfaq, A. (2013), “Impact of Advertising on Consumers’ Buying Behavior Through Persuasiveness, Brand Image, and Celebrity Endorsement”, Global Media Journal, Vol. 6(2):149, pp. 1-9.
- Bargh, J. A. (2002) Losing consciousness: automatic influences on consumer judg- ment, behavior, and motivation. J. Consum. Res. 29 (2), 280–285.
- Baker, C. (Ed.). (1961). Hemingway and His Critics: An International Anthology. New York: Hill and Wang Inc.
- Bltyhe, J. (2001). Pazarlama İlkeleri. (Çev: Y. Odabaşı). Eskişehir: Bilim Teknik Yayınevi.
- Byun, J. ve Jang, S. (2015). Effective destination advertising: Matching effect between advertisinglanguage and destination type, Tourism Management, 50, 31-40.
- Classer, R. (1972). Planlı Pazarlama, İstanbul: Reklam Yayınları.
- Cohen, H. (2015). Content Marketing VS NativeAdvertising. http://heidicohen.com/contentmarketing-vs-native-advertising-chart/ (Access Date: 7 December 2021).
- Fatima, S. & Lodhi, S. (2015), “Impact of Advertisement on Buying Behaviours of the consumers: Study of Cosmetic Industry in Karachi City”, International Journal of Management Sciences and Business Research, ISSN (2226- 8235) Vol-4, Issue 10, pp. 125-137.
- Foster, Nigel (1997), Tuzu Kurular İçin Reklâmcılık, (Çev. Ebru Gündem), 2. Basım, Yayınevi Yayıncılık, Istanbul.
- Jenkins, Frank (2000): Advertising, Revised by Daniel Yadin, 4. Baskı, Financial Times, Prentice Hall, Dorset Press, İngiltere.
- Jones, John P. (1995).When Ads Work: Proof That Advertising Triggers Sales. New York: Lexington Books.
- Koenigs, M. ve Tranel, D. (2007). Prefrontal cortex damage abolishes brand-cued changes in cola preference. Soc. Cogn. Affect. Neurosci. 3 (1), 1–6.
- Kotler, P. Bowen, John ve Makens, James (2003). Marketing for hospitality and tourism. New Jersey: Prentice Hall.
- Lachance, C.C., Lubitz, A. ve Chestnut, R.W. (1977), “The Decorative Female Model: Sexual Stimuli and the Recognition of Advertisements”, Journal of Advertising, 6/4, 11-14
- Lanseng, Even J., (2016), ”Relevant Sex Appeals in Advertising: Genderand Commitment Context Differences”, Frontiers in Psychology, September, Volume 7, Article 1456
- McLuhan, M. 2005. The Medium is the Massage, Ginko Press, Corte Madera.
- Rai, N. (2013), “Impact of Advertising on Consumer Behaviour and Attitude with Reference to Consumer Durables”, International Journal Management Research & Business Strategy, Vol. 2, No. 2, pp. 75-79.
- Richards, J. I. and Curran, C. M. (2002), “Oracles on Advertising: Searching for a Definition”, Journal of Advertising, Vol. 31, No. 2, pp. 63-77.
- Shrum, L.J. , Liu, M., Nespoli, M. ve Lowrey, T. M. (2012). Persuasion in the market- place: how theories of persuasion apply to marketing and advertising. In: Dillard, James, Shen, Lijiang (Eds.), The Persuasion Handbook. CA:Sage, Thousand Oaks.
- Steel, J. (2000), “Gerçek, Yalanlar, Reklamcılık”, İnci Berna Kalınyazgan (çev.), 1. Baskı, Ankara: MediaCat Yayınları, 2000, s. 21.
- Tayfur, G. (2010), “Reklamcılık, 4. Baskı”, Ankara: Nobel Yayıncılık, s. 6.
- Tikveş, Ö. (2005), “Halkla İlişkiler ve Reklamcılık”, Genişletilmiş 2. Baskı, İstanbul: Beta Yayıncılık.
- Uzkurt, C. ve Bölükbaşı, B. (2008). Marka Yayma Stratejisini Etkileyen Tüketici İlişkili Faktörlerin Tüketicilerin Satın Alma Niyetleri Üzerine Etkisi: Ampirik Bir Çalışma. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26 (2), 275-305.
- Ventura, K. (2003), “Pazarlama Araştırmaları Kapsamında Yaşanan Teknoloji-Tabanlı Değişim”, Ege Akademik Bakış Dergisi, Vol 3, Is 1-2, pp. 85-86.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | İşletme |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Aralık 2021 |
| Yayımlandığı Sayı | Yıl 2021 Cilt: 3 Sayı: 2 |
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