REKLAM VE ETKİLİ REKLAM UNSURLARININ BELİRLENMESİNE YÖNELİK UYGULAMALI BİR ARAŞTIRMA
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Date
2019
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Batı Karadeniz Akademisyenler Derneği (BAKAD)
Access Rights
info:eu-repo/semantics/openAccess
Abstract
Araştırma reklam mecralarının etkinliği ve reklam mecralarının tüketici satın alma davranışı etkisi reklamda etkili olan unsurlarla tespit edilmeye çalışılmıştır. Söz konusu amaca ulaşmak için reklam mecraları, reklam mecralarında takip edilen program türleri, reklamda ilgili unsur ile reklam mesajlarında en çok ilgi çeken unsur araştırılmıştır. Araştırma kolayda örneklem yöntemi kullanılarak 385 tüketici ile yürütülmüştür. Sahadan toplanan veriler SPSS paket programı aracılığıyla analiz edilmiştir. Araştırmadan çıkan en önemli sonuçlar; bilgi edinmenin önemi sırası ile mobil iletişimde bilgi edinme, radyo dinlerken bilgi edinme, gazete okurken bilgi edinme, televizyon izleme, internette bilgi edinme ve dergi okumanın önemi vurgulanmıştır. Tüketiciler televizyon, dergi, gazete, internet ve mobil iletişim araçları aracılığıyla haber ve ekonomi programlarını takip etmektedir. Ayrıca, Talk Show programlarının ise daha sonra tercih edildiği belirlenmiştir. Reklamda en çok ilgi çeken unsurun güldürü olduğu söylenebilir. Reklam mesajlarında en çok ilgi çeken unsurun reklamda mizahi unsurların kullanılması, etkin müzik ve ses, reklamda gösterimindeki renkler olduğu en az ilgi çeken unsurun reklamın istenilen saatte çıkmasıdır. Bu bağlamda katılımcıların reklamda en çok ilgilerini çeken unsurun mizah içerikli görsellerin olduğu söylenebilir.
The research has tried to determine the effectiveness of advertising media and the effect of consumer buying behavior of advertising media with the elements that are effective in advertising.In order to achieve this objective, important issues such as advertising sources, the types of programs followed, the elements of interest in advertisements and the elements of the most interest in advertisements were investigated. The data of the study was obtained from 385 consumers by using easy sampling method. The results were analyzed with SPSS package program. The most important results of the research is the importance of obtaining information from following sources, respectively; acquiring information by mobile communication, acquiring information while listening to radio, acquiring information while reading newspapers, watching television, acquiring information on the internet and acquiring information by reading magazines. Consumers follow news and economic programs through television, magazines, newspapers, the internet and mobile communications. After news, talk show programs were found to be watched most. It can be said that while the most interesting elements in advertisements are a visual with comedy content and the use of appropriate music and sound, the advertisement’s appearing at the desired time is the least interesting element. In this context, it can be claimed that for the participants the most interesting element of the advertising is the humorous visuals.
The research has tried to determine the effectiveness of advertising media and the effect of consumer buying behavior of advertising media with the elements that are effective in advertising.In order to achieve this objective, important issues such as advertising sources, the types of programs followed, the elements of interest in advertisements and the elements of the most interest in advertisements were investigated. The data of the study was obtained from 385 consumers by using easy sampling method. The results were analyzed with SPSS package program. The most important results of the research is the importance of obtaining information from following sources, respectively; acquiring information by mobile communication, acquiring information while listening to radio, acquiring information while reading newspapers, watching television, acquiring information on the internet and acquiring information by reading magazines. Consumers follow news and economic programs through television, magazines, newspapers, the internet and mobile communications. After news, talk show programs were found to be watched most. It can be said that while the most interesting elements in advertisements are a visual with comedy content and the use of appropriate music and sound, the advertisement’s appearing at the desired time is the least interesting element. In this context, it can be claimed that for the participants the most interesting element of the advertising is the humorous visuals.
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Keywords
Sosyal medya|Reklam|etkili reklam mecraları|Social media|social media advertising
Journal or Series
Uluslararası Batı Karadeniz Sosyal ve Beşeri Bilimler Dergisi
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Volume
3
Issue
2
