A STUDY ON POTENTIAL DIFFERENCES OF MESSAGE SOURCE IN ADVERTISEMENT, BRAND AWARENESS AND AUDIENCE’S SEX ON ADVERTISING EFFECTIVENESS

Year 2022, , 477 - 496, 31.07.2022

Gizem Tokmak , Melih Yıldız

https://doi.org/10.55179/dusbed.942522

Abstract

Advertisements should develop positive attitudes towards product/brand and purchase intention on audiences and should remind audiences of product/brand to be evaluated as successful. The advertisements providing those criterions are evaluated as effective advertisements. The advertisers try to gain attention of consumers usually by using celebrities and/or attractive model as message sources in ads to ensure effectiveness. However, some factors including the product/brand congruence and ad portfolio indicating product/brand advertisements where the message source took place before of message sources such as celebrities or attractive model and product category should be taken into consideration so that the message sources can be effective. When such factors are not taken into consideration, there becomes a risk occuring from the possibility that the message sources in ads chosen as a result of their attractiveness and fame can gain all attention by averting the product/brand in ads and form nothing about product/brand on consumer’s mind. The purpose of the study is to determine whether the message sources such as celebrities and unknown attractive models in ads, brand awareness and audience’s sex create differences on advertising effectiveness elements. In the study, three different ad versions of a cold tea brand including celebrity as a message source version, unknown attractive model as a message source version and no message source version were used. In the study, experiment and questionnaire methods were used together as data collecting methods. As a result of Ki-Kare, Kruskall-Wallis and Mann-Whitney U tests applied for the study purpose, it was determined that message source and audience’s sex created no significant differences on advertising effectiveness elements. On the other hand, brand awareness creates significant differences on brand attitude and purchase intention.

Keywords

Advertising Effectiveness, Brand Familiarity, Message Source in Advertising

BEŞERÎ MESAJ KAYNAĞI, MARKA AŞİNALIĞI VE İZLEYİCİ CİNSİYETİNİN REKLAM ETKİNLİĞİ ÜZERİNDEKİ ETKİSİ

Abstract

Reklamların başarılı olarak değerlendirilebilmesi için reklamı izleyen kişide ürüne/markaya karşı olumlu bir tutum geliştirebilmesi, satın alma niyeti oluşturabilmesi ve kişiye ürünü/markayı hatırlatıcı nitelikte olması gerekmektedir. Bu kriterleri sağlayan reklamlar etkin olarak değerlendirilmektedir. Reklamlarda etkinlik sağlamak için reklamcılar mesaj kaynağı olarak çoğu zaman ünlü kişi ve/veya çekici model kullanma yoluna giderek tüketicilerin dikkatini çekmeye çalışmaktadırlar. Oysaki ünlü kişi veya çekici model gibi mesaj kaynaklarının etkinlik sağlayabilmeleri için ürün/marka ile uyumu, daha önce yer aldığı ürün/marka reklamlarından oluşan reklam portföyü, ürün kategorisi vb. unsurların göz önünde bulundurulması gerekmektedir. Bu gibi unsurlar göz önünde bulundurulmadığı zaman, sırf çekici veya ünlü olduğu için seçilen mesaj kaynaklarının reklamdaki ürünün/markanın önüne geçerek tüm dikkati üzerinde toplaması, ürün/marka hakkında tüketici zihninde herhangi bir şey oluşturmaması riski bulunmaktadır. Bu çalışmanın amacı reklamlarda yer alan ünlü kişi ve ünlü olmayan çekici model gibi mesaj kaynakları, marka aşinalığı ve reklam izleyicisi cinsiyetinin reklam etkinliği unsurları üzerinde bir fark oluşturup oluşturmadığını tespit etmektedir. Çalışmada bir soğuk çay markasının ünlü kişi, ünlü kişiyle benzer çekicilikteki tanınmamış model ve herhangi bir mesaj kaynağı olmayan üç farklı reklam versiyonu kullanılmıştır. Çalışmada veri toplama yöntemi olarak deney ve anket bir arada yapılmıştır. Çalışma amacına yönelik yapılan Ki-Kare, Kruskal-Wallis ve Mann-Whitney U testleri sonucunda reklamdaki mesaj kaynağının ve izleyici cinsiyetinin reklam etkinliği unsurları üzerinde anlamlı bir farklılık oluşturmadığı tespit edilirken marka aşinalığının, markaya tutum ve satın alma niyeti üzerinde anlamlı bir fark oluşturduğu ortaya çıkmıştır.

Keywords

Marka Aşinalığı, Reklam Etkinliği, Reklamdaki Mesaj Kaynağı

References

• Aaker, A. D. (2016). Güçlü markalar yaratmak. İstanbul: Mediacat Yayıncılık.
• Aktuğlu, I. K. (2006). Tüketicinin Bilgilendirilmesi Sürecinde Reklam Etiği. Küresel İletişim Dergisi, 2, s.1-20.
• Atay, E. G. (2011). Celebrity endorsement and advertising effectiveness: The importance of value congruence, Yayınlanmamış Doktora Tezi, Graduate School of the University of Oregon, Department of Marketing.
• Baker, W., J. W. H., Danny M., ve Prakash N. (1986). Brand familiarity and advertising: Effects on the evoked set and brand preferences. Advances in Consumer Research, 13, ed. Richard J. Lutz, Provo, UT: Association for Consumer Research, 146-147.
• Batı, U. (2010). Reklamın dili. 4. Baskı, İstanbul: Alfa Yayınları.
• Campbell, M.C. ve Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292-304.
• De M., M.(1994). Advertising worldwide: Concepts, theories and practice of international, multinational and global advertising. 2. Baskı, London: Prentice-Hall International Inc.
• Dom, S. M. S. M., Ramli, H. S., Chin, A. L. L., ve Fern, T. T. (2016). Determinants of the effectiveness of celebrity endorsement in advertising. Asia Pasific Conference on Business and Social Sciences 2015 Bildiriler Kitabı (Journal of Developing Areas ortaklığında), s.149-160.
• Eagly, A.H. ve Chaiken, S. (1993). The psychology of attitudes. ForthWorth, TX: Harcourt, Brace, &Janovich, Psychology & Marketing, 12 (5), s. 459-466.
• Elden, M. (2018). Reklam ve Reklamcılık. İstanbul: Say Yayınları.
• Erfgen, C., Zenker, S. ve Sattler, H. (2015); The Vampire Effect: When Do Celebrity Endorsers Harm Brand Recall?, International Journal of Research in Marketing, 32 (2015), s. 155-163.
• Fleck, N., Korchia, M. ve Le R., I. (2012). Celebrities in advertising: looking for congruence or likeability. Psychologyand Marketing, 29(9), s.651-662.
• Ha, N. M. ve Lam, N. H. (2017). The effects of celebrity endorsement on customer’s attitude toward brand and purchase intention. International Journal of Economics and Finance, 9 (1), 64-77.
• Holbrook, M. B. (1986). .The role of emotion in the consumption experience: Actions and reactions in consumer behavior. in NA-Advances in Consumer Research, 13, eds. Richard J. Lutz, Provo, UT: Association for Consumer Research, 666.
• Huang, J. ve Zhou, L. (2016). “Negative effects of brand familiarity and brand relevance on effectiveness of viral advertisements”, Social Behavior and Personality: An International Journal, 44, 1151-1162.
• Jain, V., Roy, S. ve Kumar, A. (2010). Differential effect of national vs. regional celebrities on consumer attitudes. Management & Marketing Challenges for Knowledge Society, 5(4), s.121-134.
• Kaikati, L. G. (1987). Celebrity advertising-A review and synthesis. International Journal of Advertising Th eReview of Marketing Communications, 6 (2), s. 93-105. Keller, K. L., Aperia, T. ve Georgson, M. (2008). Strategic brand management: A european perspective. Prentice Hall Financial Times, Pearson Education.
• Kent, R. J. ve Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: The role of brand familiarity. Journal of Marketing, 58 (July), 97-105.
• Klaus, N. ve Bailey, A. A. (2008). Celebrity endorsements: an examination of gender and consumers’ attitudes. American Journal of Business, 23(2), s.53-62.
• Koç, E. (2012). Tüketici davranışı ve pazarlama stratejileri-Global ve yerel yaklaşım. Ankara: Seçkin Yayıncılık.
• Kuvita, T. ve Karlicek, M. (2014). The risk of vampire effect in advertisements using celebrity endorsement. Central European Business Review, 3(3), s.16-22.
• Lee, J. G. & Thorson, E. (2008). The impact of celebrity-product incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433-449.
• MacKenzie, S. B. & Richard J. L. (1989). An empirical examination of the structural antecedents of attitude-toward-the-ad in an advertising pretesting context. Journal of Marketing, 53 (April), 48-65.
• McCracken, G. (1989). Who is the celebrity endorser? Cultural foundation of the endorsement process?. Journal of Consumer Research, 16 (December), s. 310-321.
• McGuire, William J. (1985); “Attitudes and Attitude Change,” Handbook of Social Psychology, (Edt.: G. Lindzey ve E. Aronson), Cilt 2, NY: Random House, s. 233-346.
• Meyers-Levy, J. (1989). Gender differences in information processing: A selectivity interpretation. In P. Cafferataand A. Tybout (eds) Cognitive and Affective Responses to Advertising. Lexington, MA: Lexington Books, s 219-260.
• Meyers-Levy, J. (1994). Gender differences in cortical organisation: Social and biochemical antecedents and advertising consequences. In E. Clark, T. Brockand D. Swart 8eds) Attention, Attitude, and Affect in Response to Advertising. Hillsdale, NJ: Lawrence Erlbaum Associates, s. 107-122.
• Miciak, A. R. ve Shanklin, W. L. (1994). Choosing celebrity endorsers. Marketing Management, 3 (3), s. 51-59.
• Milukas, P. ve Svetlik, J. (2016). Execution of advertising and celebrity endorsement. Communication Today, 7 (1), s. 92-102.
• Mishra, A. S.,Roy, S. ve Bailey, A. A. (2015). Exploring brand personality-celebrity endorser personality congruence in celebrity endorsements in the Indian context. Psychology & Marketing, 32(12), s.1158-1174.
• Mowen, J. C. ve Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. In: Advances in Consumer Research, (Ed.) Kent B. Monroe, Cilt: 8, Michigan: Association for Consumer Research, s. 437-441.
• Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorser’s perceived expertise, trustworthiness and attractiveness. Journal of Advertising, 19 (3), s. 39-52.
• Oyeniyi, O. (2014). Celebrity endorsements and product performance: a study of Nigerian consumer markets. Management and Marketing Journal, 12(1), s.41-51. Petty, R. Cacioppo, J. I. ve Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: the moderating role of involvement. Journal of Consumer Research, 10 (September), s.135-146.
• Pitta, D.A. ve Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12 (4), 51-64.
• Rhee, E. S. ve Jung, W. S. (2018). Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals. Journal of Marketing Communications, 25(6), 571-585.
• Rosenthal, R. ve De Paulo, B.M. (1979). Sex differences in eaves dropping cues. Journal of Personality and Social Psychology, 37(2), 273-285.
• Saleem, F. (2007). Effect of single celebrity and multiple celebrity endorsement on low involvement and high involvement product advertisements. European Journal of Social Sciences, 5(3), 125-132.
• Schiffman, L. G. ve Wisenblit, J. L. (2015). Consumer Behavior 11th Edition, Pearson, Avustralya.
• Severn, J., Belch, G. E. ve Belch, M. A. (1990). The effects of sexual and non-sexual advertising appeals and information level on cognitive processing and communication effectiveness. Journal of Advertising, 19 (1), 14-22.
• Shimp, T.E. (1997). Advertising, promotion and supplemental aspects of integrated marketing communication. 4. Baskı, Forth Worth, Texas: The Dryden Press.
• Silvera, D. H. ve Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38, 11/12, 1509-1526.
• Spears, N. ve Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26 (2), s. 53-66.
• Tokmak Danışman, G. ve Aksoy, R. (2021). Evaluation of Celebrity Endorsement Effectiveness Within the Context of Vampire Effect By Using Eye Tracking Technique. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 39 (1), 149-172.
• Tokmak, G. ve Aksoy, R. (2020). Reklamlarda Çekici Model Kullanımının Vampir Etkisi Kapsamında Göz Takip Tekniğiyle Değerlendirilmesi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 3, Eylül 2020, 461-501.
• Yumurtacı, I. Ö., Örten T. T., & Oflaç, B. S. (2013). Çoklu ünlü kullanılan reklamlarda cinsiyetin rolü: Tüketicilerin reklama, markaya karşı tutumları ve satın alma eğilimleri. Gaziantep University Journal of Social Sciences, 12 (3), s. 645-657.