Dolaylı Karşılaştırmalı Reklamların Marka İmajı Algısı: Lipton Ice Tea “Lipton İç, Kolaya Kaçma” Reklam Vakası

Abstract

Karşılaştırmalı reklam belirli bir markanın ürününün dolaylı ya da doğrudan açık göndermeler yaparak her iki marka arasında kıyaslamalar yapmak ve mevzubahis ürün ya da marka üstünlüklerini, farklarını, niteliklerini tüketicinin dikkatini çekecek biçimde ortaya koymaktır. Karşılaştırmalı reklamların marka imajı üzerindeki etkisi uzun yıllardır reklam ajansı yöneticileri ve akademik araştırmalarda tartışılmaktadır. Bu çerçevede; orta sınıf genç, orta yaş ve orta yaş üstü kadın ve erkek katılımcıların oluşturduğu araştırmaya, amaçsal örneklem yoluyla 22-59 yaş arası 9 erkek ve 9 kadının olduğu toplamda 18 katılımcıdan oluşan farklı meslek gruplarından bir örneklem seçilmiştir. İçerik analizi yönteminin kullanıldığı araştırmada; Lipton Ice Tea’nin ‘Lipton İç, Kolaya Kaçma’ reklam vakası üzerinden dolaylı karşılaştırmalı reklamların marka imajı algısı incelenmiştir. Elde edilen bulgulara göre orta yaş üzeri katılımcıların karşılaştırmalı reklamlara karşı daha olumlu tutuma sahip olduğu ve kadın katılımcıların özellikle annelerin reklamı izledikten sonra satın alma niyetinin arttığı görülmüştür.

Keywords

• Karşılaştırmalı Reklam
• Marka İmajı Algısı
• Reklam Araştırmaları
• Reklam Çözümlemesi.
• Sosyal Medya Reklamcılığı

The Brand Image Perception of Indirect Comparative Advertisements: Lipton Ice Tea “Don’t Choose the Easy Way” Ad Case

Abstract

Comparative advertising is to make comparisons between two brands by making indirect or direct explicit references to the product of a certain brand. Comparative advertising is used to reveal the advantages, differences and qualities of a certain product or brand in a way that will attract the attention of the consumer. The impact of comparative advertisements on brand image has been discussed by advertising agency managers and in academic researches for many years. For this purpose, a sample of 18 participants, 9 males and 9 females, aged 22-59, from different professional groups was selected for the study using purposive sampling. In the research where the content analysis method was used, the brand image perception of indirect comparative ads was examined through Lipton Ice Tea's 'Drink Lipton, Don't Choose the Easy Way' advertising case. According to the findings, the participants above middle age have a more positive attitude towards comparative ads and the purchasing intention of the female participants, especially mothers, increased after watching the ad.

Keywords

• Advertising Analysis
• Advertising Research
• Brand Image Perception
• Comparative Ads
• Social Media Advertising

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