Investigating the Effect of Advertising on the Perception of the Target Audience with the CAPI Technique

Year 2021, Volume: 3 Issue: 2, 172 - 183, 31.12.2021

H. Serhat Çerçi , A. Selçuk Köylüoğlu

https://doi.org/10.54821/uiecd.1037656

Abstract

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.

Keywords

CAPI, marketing, consumer behaviour

Investigating the Effect of Advertising on the Perception of the Target Audience with the CAPI Technique

Abstract

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.

Keywords

Advertisement, CAPI Technique, Target Audience Perception

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