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THE EFFECT OF FORMAT DIFFERENCES ON RECALL IN ADVERTISEMENTS WITH AUGMENTED REALITY

Year 2019, Volume: 7 Issue: 2, 585 - 608, 30.09.2019
https://doi.org/10.19145/e-gifder.566596

Abstract

Recall or being aware
of advertising has become one of the important structures in the advertising field.
Recalling the advertisement in assisted or unassisted recall tests is a majör factor
in the successful acceptance of the advertisement. One of the important factors
affecting recalling is the medium where advertising takes place. Inparticular,
given the fact that consumers are always mobile at all times and are exposed to
advertising messages in many different channels during the day. For the fact that
the importance of the media increases. This study aims to examine the effects
of 360-degree augmented reality supported ads on outdoor advertising. For this purpose,
racket ads on the campus of Anadolu University were manipulated by transforming
them into a 360-degree augmented reality format through an experimental study. In
the study, independent of the demographic characteristics of the participants,
it was found that the actual advertisements combined with 360-degree visuals and
the sound element added significantly increased the advertising message and brand
recall. This study coincides with the traditional concept of advertising recall,
and shows that the use of increased real ads for the Z generation will be a
leading source of brand awareness.

References

  • AZUMA, Roland, T. (1997). A survey of augmented reality, Presence: Teleoperators and Virtual Environments, 6 (4), p.355-385. BACCA, Jorge; BALDIRIS, Silvia; FABREGAT, Ramon ve GRAF, Sabine (2014). Augmented reality trends in education: A systematic review of research and applications, Journal of Educational Technology and Society, 17 (4), p. 133-149. BRONACK, Stephen (2011). The role of immersive media in online education, Journal of Continuing Higher Education, 59 (2), p. 113–117. doi: 10.1080/07377363.2011.583186. BULEARCA, Marius ve TAMARJAN, Daniel (2010). Augmented Reality: A Sustainable Marketing Tool?,” GlobalBusiness and Management Research: An International Journal, April 1,http://www.thefreelibrary.com/_/print/PrintArticle.aspx?idD240915075. Erişim Tarihi: 12.02.2019 CHEN, Chen-M., ve TSAI, Yee-N. (2012). Interactive augmented reality system for enhancing library instruction in elementary schools, Computers & Education, 59 (2), p. 638–652. doi:10.1016/j.compedu.2012.03.001 CHESS, Shira (2014). Augmented regionalism: Ingress as geomediated gaming narrative, Information,Communication & Society, 17 (9), p.1105–1117. CHRISTENSEN, Larry B.; JOHNSON, Burke ve TURNER, Lisa (2014). Research methods, design, and analysis, Curier/Westford, USA: Pearson Publication. CONNOLLY, Patrick; CHAMBERS Charles; EAGLESON, Emanue; MATTHEWS, Daniel and ROGERS Tim (2010), Augmented Reality Effectiveness inAdvertising, Presented at the 65th Midyear Conference on Engineering Design Graphics Division of the American Society of Engineering Education, Houghton, Michigan. CUENDET, Sebastien, BONNARD, Quentin, DO-LENH, Son, ve DILLENBOURG, Pierre (2013). Designing augmented reality for the classroom, Computers and Education, 68, p. 557–569. doi:10.1016/j.compedu.2013.02.015 DUNLEAVY, Matt; DEDE, Chris and MITCHELL, Rebecca (2009). Affordances and Limitations of Immersive Participatory Augmented Reality Simulations for Teaching and Learning, Journal of Science Education and Technology, 18(1), p. 7-22. EL SAYED, Neven A. M.; ZAYED, Hala H., and SHARAWY, Mohamed I. (2011). ARSC: Augmented reality student card An augmented reality solution for the education field, Computers and Education, 56(4), p.1045–1061. doi:10.1016/j.compedu.2010.10.019 FENG, Yang and XIE, Quan (2018). Measuring the content characteristics of videos featuring augmented reality advertising campaigns, Journal of Research in Interactive Marketing, 12(4), p.489-508. GRAND CANYON UNIVERSITY, https://cirt.gcu.edu/research/developmentresources/research_ready/experimental/design_types, Erişim Tarihi: 17.02.2019 HAMILTON, Karen (2011), Augmented Reality in Education, https://augmented-reality-in-education.wikispaces.com, Erişim Tarihi: 18:02.2019 HOFMANN, Sebastian ve MOSEMGHVDLISHVILI, Lela (2014). Perceiving spaces through digital augmentation: An exploratory study of navigational augmented reality apps, Mobile Media & Communication, 2, p.265–280. doi:10.1177/2050157914530700. https://medium.com/arjs/why-web-apps-are-the-future-of-augmented-reality-c503e796a0c5 Erişim Tarihi: 10.02.2019. https://next.reality.news/news/university-washington-students-preview-new-computer-science-building-augmented-reality-0179094/ Erişim Tarihi: 10.02.2019. https://www.digitaltrends.com/mobile/apples-arkit-to-bring-augmented-reality-to-the-masses/ Erişim Tarihi: 10.02.2019. https://www.layar.com/news/blog/2013/03/05/qr-codes-in-layar-yes/ Erişim Tarihi: 13.02.2019. https://www.webtekno.com/sektorel/domestos-sanal-gerceklik-reklami-h7409.html Erişim Tarihi: 12.09.2019. https://www.youtube.com/watch?v=L6gEw03eKJA Erişim Tarihi: 12.09.2019 https://www.youtube.com/watch?v=rj8yWqMWo78 Erişim Tarihi: 13.02.2019. https://www.youtube.com/watch?v=vDNzTasuYEw Erişim Tarihi: 13.02.2019. IAB, 2017 Yılı Reklam Yatırımları Araştırması, 2018. https://www.iabturkiye.org/iab-turkiye-2017-yili-dijital-reklam-yatirimlarini-acikladi Erişim Tarihi: 10.02.2019 JOHNSON, Lynne D. (2011). Augmented Reality for Marketers: Future of Consumer Interactions, http://www.slideshare.net/lynneluvah/augmented-reality-for-marketers-future-of-consumer-interactions-part-i. Erişim Tarihi: 10.02.2019 KLOPFER, Eric ve SQUIRE, Kurt (2008). Environmental detectives: The development of an augmented reality platform for environmental simulations, Educational Technology Research and Development, 56(2), p.203–228. doi: 10.1007/s11423-007-9037-6. LIAO, Tony (2015). Augmented or admented reality? The influence of marketing on augmented reality technologies, Information, Communication and Society. 18(3), p.310-326. LIAO, Tony and HUMPHREYS, Lee (2014). Layar-ed places: Using mobile augmented reality to tactically reengage, reproduce, and reappropriate public space, New Media & Society. 17(9),p.1417-1435. doi:10.1177/1461444814527734 MILGRAM, Paul and KISHINO, Fumio (1994). A taxonomy of mixed reality visual displays, Ieıce Transactıons on Information and Systems, 77(12), p. 1321-1329. NOLTE, Christoph (2005). Awareness of the “Man and the Biosphere” Pro-Gram and Its Impact On Visitors’ Attitudes To-Wards Tourism Services. A Case Study From Dana Biosphere Reserve. Brandenburgische Technische Universität, Cottbus, Germany. OLSSON, Thomas and SALO, Marcus (2011). Online user survey on current mobile augmented reality applications, Proceedings of the International Symposium on Mixed and Augmented Reality ’11, p. 75–84. doi:10.1109/ISMAR.2011.6092372 PALLANT, Jullie (2007). SPSS Survival Manual, 3rd. Edition. McGrath Hill. PAVLIK, John, V. ve BRIDGES, Frank (2013). The emergence of augmented reality (AR) as a storytelling medium in journalism, Journalism & Communication Monographs, 15(1), p.4–59. RAUSCHNABEL, Philipp A., FELIX, Reto ve HINSCH, Chris (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration, Journal of Retailing and Consumer Services, 49, p.43-53. SCHOLZ, Joachim ve SMITH, Andrew N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement, Business Horizons. 59(2), p.149-161. STAPLETON, Chistopher ve HUGHES, Charles E. (2006). Believing is seeing: Cultivating radical media innovations, IEEE Computer Graphics and Applications, 26(1), p. 88-93. ŞİMŞEK, Ali (2010). Sosyal Bilimlerde Araştırma Yöntemleri, Eskişehir: Anadolu Üniversitesi Yayınları. TINELL, John (2014). Computing en plein air augmented reality and impressionist aesthetics, Convergence, 20(1), p.69–84. WOJCIECHOWSKI, Rafat., ve CELLARY, Wojciech (2013). Evaluation of learners’ attitude toward learning in ARIES augmented reality environments. Computers & Education, 68, p. 570–585. doi:10.1016/j.compedu.2013.02.014 WOŹNİCZKA, Jaroslaw (2007). Efekty komunikacyjne reklamy w świetle wyników testów reklam telewizyjnych-cz, 1. Marketing i rynek, (2), p.35-40. YANG, Kenneth C. and KANG, Yowei (2018). Integrating virtual reality and augmented reality into advertising campaigns: History, technology, and future trends, Encyclopedia of Computer Graphics and Games, p. 1-9. YUEN, Steve; YAOYUNEYONG, Gallayanee ve JOHNSON, Eric (2011). Augmented reality: An overview and five directions for AR in education, Journal of Educational Technology Development and Exchange, 4(1), p. 119-140. ZHOU, Feng; DUH, Henry Been-Lirn; BILLINGHURST, Mark (2012). Trends in augmented reality tracking, interaction and display: A review of ten years of ISMAR, In: Proceedings of the 7th IEEE/ACM international symposium on mixed and augmented reality. IEEE Computer Society, 2008. p. 193-202.MILLER, C. Mobile Augmented Reality: Entertainment, LBS & retail strategies 2012–2017. Basingstoke: Juniper Research. ZHU, Wei; OWEN, Charles; LI, Hairong, ve LEE, Joo-Hun (2004). Personalized in-store e-commerce with Promo-Pad: An augmented reality shopping assistant, Electronic Journal for E-commerce Tools and Applications, 1(3), p. 1-19.

ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ

Year 2019, Volume: 7 Issue: 2, 585 - 608, 30.09.2019
https://doi.org/10.19145/e-gifder.566596

Abstract

Reklamı hatırlama ya
da farkında olma durumu, reklamcılık alanındaki önemli yapılardan birisi
olmuştur. Yardımlı ya da yardımsız hatırlama testlerinde reklamın hatırlanması,
reklamın başarılı olarak kabul edilmesinde büyük bir etmendir. Hatırlamaya etki
eden önemli etkenlerden birisi de reklamın yer aldığı mecradır. Özellikle
günümüzde tüketicilerin her an mobil olmaları ve gün içerisinde birçok farklı
mecrada reklam mesajına maruz kaldığı göz önüne alınırsa, mecranın önemi daha
da artmaktadır. Bu çalışma, 360 derece artırılmış gerçeklik destekli
reklamların dış mekan reklamları üzerindeki etkilerini incelemeyi
amaçlamaktadır. Bu amaç doğrultusunda, Anadolu Üniversitesi kampüs içinde yer
alan raket reklamları, deneysel bir çalışma gerçekleştirilerek 360 derece
artırılmış gerçeklik formatına dönüştürülerek manipüle edilmiştir. Çalışmada,
katılımcıların demografik özelliklerinden bağımsız olarak, 360 derece
görsellerle birleştirilmiş ve ses unsuru eklenmiş artırılmış gerçek reklamların,
reklam mesajını ve marka hatırlamasını önemli ölçüde artırdığı tespit
edilmiştir. Bu çalışma, geleneksel reklam hatırlama kavramı ile örtüşmekte olup,
ayrıca Z kuşağı için artırılmış gerçek reklamların kullanılmasının marka
bilinirliğinin önde gelen bir kaynağı olacağını gösteriyor.

References

  • AZUMA, Roland, T. (1997). A survey of augmented reality, Presence: Teleoperators and Virtual Environments, 6 (4), p.355-385. BACCA, Jorge; BALDIRIS, Silvia; FABREGAT, Ramon ve GRAF, Sabine (2014). Augmented reality trends in education: A systematic review of research and applications, Journal of Educational Technology and Society, 17 (4), p. 133-149. BRONACK, Stephen (2011). The role of immersive media in online education, Journal of Continuing Higher Education, 59 (2), p. 113–117. doi: 10.1080/07377363.2011.583186. BULEARCA, Marius ve TAMARJAN, Daniel (2010). Augmented Reality: A Sustainable Marketing Tool?,” GlobalBusiness and Management Research: An International Journal, April 1,http://www.thefreelibrary.com/_/print/PrintArticle.aspx?idD240915075. Erişim Tarihi: 12.02.2019 CHEN, Chen-M., ve TSAI, Yee-N. (2012). Interactive augmented reality system for enhancing library instruction in elementary schools, Computers & Education, 59 (2), p. 638–652. doi:10.1016/j.compedu.2012.03.001 CHESS, Shira (2014). Augmented regionalism: Ingress as geomediated gaming narrative, Information,Communication & Society, 17 (9), p.1105–1117. CHRISTENSEN, Larry B.; JOHNSON, Burke ve TURNER, Lisa (2014). Research methods, design, and analysis, Curier/Westford, USA: Pearson Publication. CONNOLLY, Patrick; CHAMBERS Charles; EAGLESON, Emanue; MATTHEWS, Daniel and ROGERS Tim (2010), Augmented Reality Effectiveness inAdvertising, Presented at the 65th Midyear Conference on Engineering Design Graphics Division of the American Society of Engineering Education, Houghton, Michigan. CUENDET, Sebastien, BONNARD, Quentin, DO-LENH, Son, ve DILLENBOURG, Pierre (2013). Designing augmented reality for the classroom, Computers and Education, 68, p. 557–569. doi:10.1016/j.compedu.2013.02.015 DUNLEAVY, Matt; DEDE, Chris and MITCHELL, Rebecca (2009). Affordances and Limitations of Immersive Participatory Augmented Reality Simulations for Teaching and Learning, Journal of Science Education and Technology, 18(1), p. 7-22. EL SAYED, Neven A. M.; ZAYED, Hala H., and SHARAWY, Mohamed I. (2011). ARSC: Augmented reality student card An augmented reality solution for the education field, Computers and Education, 56(4), p.1045–1061. doi:10.1016/j.compedu.2010.10.019 FENG, Yang and XIE, Quan (2018). Measuring the content characteristics of videos featuring augmented reality advertising campaigns, Journal of Research in Interactive Marketing, 12(4), p.489-508. GRAND CANYON UNIVERSITY, https://cirt.gcu.edu/research/developmentresources/research_ready/experimental/design_types, Erişim Tarihi: 17.02.2019 HAMILTON, Karen (2011), Augmented Reality in Education, https://augmented-reality-in-education.wikispaces.com, Erişim Tarihi: 18:02.2019 HOFMANN, Sebastian ve MOSEMGHVDLISHVILI, Lela (2014). Perceiving spaces through digital augmentation: An exploratory study of navigational augmented reality apps, Mobile Media & Communication, 2, p.265–280. doi:10.1177/2050157914530700. https://medium.com/arjs/why-web-apps-are-the-future-of-augmented-reality-c503e796a0c5 Erişim Tarihi: 10.02.2019. https://next.reality.news/news/university-washington-students-preview-new-computer-science-building-augmented-reality-0179094/ Erişim Tarihi: 10.02.2019. https://www.digitaltrends.com/mobile/apples-arkit-to-bring-augmented-reality-to-the-masses/ Erişim Tarihi: 10.02.2019. https://www.layar.com/news/blog/2013/03/05/qr-codes-in-layar-yes/ Erişim Tarihi: 13.02.2019. https://www.webtekno.com/sektorel/domestos-sanal-gerceklik-reklami-h7409.html Erişim Tarihi: 12.09.2019. https://www.youtube.com/watch?v=L6gEw03eKJA Erişim Tarihi: 12.09.2019 https://www.youtube.com/watch?v=rj8yWqMWo78 Erişim Tarihi: 13.02.2019. https://www.youtube.com/watch?v=vDNzTasuYEw Erişim Tarihi: 13.02.2019. IAB, 2017 Yılı Reklam Yatırımları Araştırması, 2018. https://www.iabturkiye.org/iab-turkiye-2017-yili-dijital-reklam-yatirimlarini-acikladi Erişim Tarihi: 10.02.2019 JOHNSON, Lynne D. (2011). Augmented Reality for Marketers: Future of Consumer Interactions, http://www.slideshare.net/lynneluvah/augmented-reality-for-marketers-future-of-consumer-interactions-part-i. Erişim Tarihi: 10.02.2019 KLOPFER, Eric ve SQUIRE, Kurt (2008). Environmental detectives: The development of an augmented reality platform for environmental simulations, Educational Technology Research and Development, 56(2), p.203–228. doi: 10.1007/s11423-007-9037-6. LIAO, Tony (2015). Augmented or admented reality? The influence of marketing on augmented reality technologies, Information, Communication and Society. 18(3), p.310-326. LIAO, Tony and HUMPHREYS, Lee (2014). Layar-ed places: Using mobile augmented reality to tactically reengage, reproduce, and reappropriate public space, New Media & Society. 17(9),p.1417-1435. doi:10.1177/1461444814527734 MILGRAM, Paul and KISHINO, Fumio (1994). A taxonomy of mixed reality visual displays, Ieıce Transactıons on Information and Systems, 77(12), p. 1321-1329. NOLTE, Christoph (2005). Awareness of the “Man and the Biosphere” Pro-Gram and Its Impact On Visitors’ Attitudes To-Wards Tourism Services. A Case Study From Dana Biosphere Reserve. Brandenburgische Technische Universität, Cottbus, Germany. OLSSON, Thomas and SALO, Marcus (2011). Online user survey on current mobile augmented reality applications, Proceedings of the International Symposium on Mixed and Augmented Reality ’11, p. 75–84. doi:10.1109/ISMAR.2011.6092372 PALLANT, Jullie (2007). SPSS Survival Manual, 3rd. Edition. McGrath Hill. PAVLIK, John, V. ve BRIDGES, Frank (2013). The emergence of augmented reality (AR) as a storytelling medium in journalism, Journalism & Communication Monographs, 15(1), p.4–59. RAUSCHNABEL, Philipp A., FELIX, Reto ve HINSCH, Chris (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration, Journal of Retailing and Consumer Services, 49, p.43-53. SCHOLZ, Joachim ve SMITH, Andrew N. (2016). Augmented reality: Designing immersive experiences that maximize consumer engagement, Business Horizons. 59(2), p.149-161. STAPLETON, Chistopher ve HUGHES, Charles E. (2006). Believing is seeing: Cultivating radical media innovations, IEEE Computer Graphics and Applications, 26(1), p. 88-93. ŞİMŞEK, Ali (2010). Sosyal Bilimlerde Araştırma Yöntemleri, Eskişehir: Anadolu Üniversitesi Yayınları. TINELL, John (2014). Computing en plein air augmented reality and impressionist aesthetics, Convergence, 20(1), p.69–84. WOJCIECHOWSKI, Rafat., ve CELLARY, Wojciech (2013). Evaluation of learners’ attitude toward learning in ARIES augmented reality environments. Computers & Education, 68, p. 570–585. doi:10.1016/j.compedu.2013.02.014 WOŹNİCZKA, Jaroslaw (2007). Efekty komunikacyjne reklamy w świetle wyników testów reklam telewizyjnych-cz, 1. Marketing i rynek, (2), p.35-40. YANG, Kenneth C. and KANG, Yowei (2018). Integrating virtual reality and augmented reality into advertising campaigns: History, technology, and future trends, Encyclopedia of Computer Graphics and Games, p. 1-9. YUEN, Steve; YAOYUNEYONG, Gallayanee ve JOHNSON, Eric (2011). Augmented reality: An overview and five directions for AR in education, Journal of Educational Technology Development and Exchange, 4(1), p. 119-140. ZHOU, Feng; DUH, Henry Been-Lirn; BILLINGHURST, Mark (2012). Trends in augmented reality tracking, interaction and display: A review of ten years of ISMAR, In: Proceedings of the 7th IEEE/ACM international symposium on mixed and augmented reality. IEEE Computer Society, 2008. p. 193-202.MILLER, C. Mobile Augmented Reality: Entertainment, LBS & retail strategies 2012–2017. Basingstoke: Juniper Research. ZHU, Wei; OWEN, Charles; LI, Hairong, ve LEE, Joo-Hun (2004). Personalized in-store e-commerce with Promo-Pad: An augmented reality shopping assistant, Electronic Journal for E-commerce Tools and Applications, 1(3), p. 1-19.
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Details

Primary Language Turkish
Journal Section Articles
Authors

Engin Coşkun 0000-0002-7977-3369

Necip Serdar Sever 0000-0002-3273-3984

Publication Date September 30, 2019
Submission Date May 16, 2019
Published in Issue Year 2019 Volume: 7 Issue: 2

Cite

APA Coşkun, E., & Sever, N. S. (2019). ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 7(2), 585-608. https://doi.org/10.19145/e-gifder.566596
AMA Coşkun E, Sever NS. ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. e-gifder. September 2019;7(2):585-608. doi:10.19145/e-gifder.566596
Chicago Coşkun, Engin, and Necip Serdar Sever. “ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 7, no. 2 (September 2019): 585-608. https://doi.org/10.19145/e-gifder.566596.
EndNote Coşkun E, Sever NS (September 1, 2019) ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 7 2 585–608.
IEEE E. Coşkun and N. S. Sever, “ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ”, e-gifder, vol. 7, no. 2, pp. 585–608, 2019, doi: 10.19145/e-gifder.566596.
ISNAD Coşkun, Engin - Sever, Necip Serdar. “ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 7/2 (September 2019), 585-608. https://doi.org/10.19145/e-gifder.566596.
JAMA Coşkun E, Sever NS. ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. e-gifder. 2019;7:585–608.
MLA Coşkun, Engin and Necip Serdar Sever. “ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol. 7, no. 2, 2019, pp. 585-08, doi:10.19145/e-gifder.566596.
Vancouver Coşkun E, Sever NS. ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. e-gifder. 2019;7(2):585-608.