Araştırma Makalesi
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A Model Proposal for Ad Likeability

Yıl 2019, , 621 - 641, 31.12.2019
https://doi.org/10.31123/akil.617234

Öz

The aim of this study is to identify the variables of ad likeability of commercials, and to find out the impact of each variable on ad likeability through a model. The research was carried out with 300 participants from different age groups who had watched the “Turkey’s Largest Social Network” TV commercial of brand Tadım. The impact of the variables such as demographic data, personality traits, attitude toward ad, attitude toward brand and creative strategies in the model developed in the context of the research on the ad likeability were tested through hierarchical regression analysis. It was concluded that only the variables of attitude toward ad and creative strategy were statistically meaningful in explaining ad likeability. This study, which has examined the variables determining the ad likeability through a model, is thought to be a pioneering study to make a significant contribution to the researches carried out by academicians and marketing practitioners in the field.

Kaynakça

  • Aaker, D.A ve Bruzzone, D.E (1981). Viewer perceptions of Prime-Time Television Advertising. Journal of Advertising Research, 21(5): s. 15–23.
  • Aaker, D.A. ve D.M. Stayman. (1990). Measuring Audience Perceptions of Commercials and Relating Them to Ad İmpact. Journal of Advertising Research, 30 (4): s. 7-17.
  • Aitken, R., Lawson, R. ve Gray, B. (2003). Advertising Typologies: A Meta Analysis. Advertising/Marketing Communications Issues Track. ANZMAC 2003 Conference Proceedings Adelaide 1-3 December.
  • Alwitt, L.F. ve Prabhaker, P.R. (1992). Functional and Belief Dimensions of Attitudes to Television Advertising: Implications For Copytesting. Journal of Advertising Research, s. 30-42.
  • Ambler, T. ve Burne, T. (1999). The Impact of Affect on Memory of Advertising. Journal of Advertising Research, 39 (2): s. 25–34.
  • Aytaç, S. (2009). İnsanı Anlama Çabası. Bursa: Ezgi Kitabevi.
  • Batra, R. ve Ray, M. (1986). Affective Responses Mediating Acceptance of Advertising. The Journal of Consumer Research, 13(2): s. 234-249.
  • Biel, A. ve Bridgewater, C.A. (1990). Attributes of Likeable Television Commercial. Journal of Advertising Research, 30 (3): s. 38-44.
  • Brengman, M.; Geuens, M. ve De Pelsmacker, P. (2001). The Determining Factors of Brand Confusion. Journal of Marketing Communications, 7(4): s. 231–243.
  • Burke, M.C.ve Edell, J.A. (1989). The impact of Feelings on Ad Based Affect and Cognition. Journal of Marketing Research, XXVI: s. 69-83.
  • Chaoying, T., Jian, S. ve Ille, F.R (2011). Information Handling Styles, Advertising and Brand Attitude: A Chinese Brand Case Study. International Journal of China Marketing, 1(2): s. 45-56. Chung, H. ve Zhao, X (2003). Humor Effect on Memory And Attitude: Moderating Role of Product İnvolvement. International Journal of Advertising, 22(1): s.117–44.
  • Costa, P.T. ve McCrae, R.R. (1992). Four Ways Five Factors Are Basic. Person Individ. Diff. 13(6): s. 653-665.
  • Dahl, S. (2004). Cross Cultural Advertising Research: What Do We Know About The Influence Of Culture On Advertising?. Middlesex University Business School Discussion Paper, s. 1-2.
  • Danbury, A. ve Mortimer, K. (2011). Affective Involvement in Advertising Effectiveness: Implications for İnterpretation Of Print Advertisements. 10th International Conference on Research in Advertising (ICORIA 2011), Berlin, 23-25 June.
  • Demirtaş Madran, H.A. (2012). Tutum, Tutum Değişimi ve İkna. Ankara: Nobel Kitabevi.
  • DuPlessis, E.C. (1994). Understanding and Using Likeability. Journal of Advertising Research, 34(5): s. 3–10.
  • Durmuş, B., Yurtkoru, E.S. ve Çinko, M. (2011). Sosyal Bilimlerde SPSS’le Veri Analizi, Dördüncü Baskı, İstanbul: Beta.
  • Dutta- Bergman, M.J. (2006). The Demographic and Psychographic Antecedemts of Attitude Toward Advertising. Journal of Advertising Research, March, s. 102- 112.
  • Edell, J.A. ve Burke, M.C. (1987). The Power of Feeling in Understanding Advertising Effects. Journal of Consumer Research, (14): s. 421-433.
  • Elpeze Ergeç, N. (2004). Televizyon Reklamlarına Yönelik Şüphe (İkna Bilgi Modelinin Yorumlanması). Anadolu Üniversitesi Yayınları, No: 53.
  • Erdoğan, İ. (2012). Pozitivist Metodoloji ve Ötesi. İstanbul: Erk Yayınları.
  • Fam, K.S. ve Waller, D.S. (2006). Identifying Likeanle Attributes: Aqualitative Study Of Television Advertisements in Asia, Journal of Market Research, 9(1): s. 38-50.
  • Gardner, M.P. (1985). Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set? Journal of Marketing Research, 22: s. 192-8.
  • Gegez, E. (2007). Pazarlama Araştırmaları, İstanbul: Beta Basım.
  • Geuens, M. ve De Pelsmacker, P. (1998). Feelings Evoked by Warm, Erotic, Humorous or Non-Emotional Print Advertisements for Alcoholic Beverages. Academy of Marketing Science Review, 19 (1): s. 1-32.
  • Goldberg, M.E. ve Gorn. G.J. (1987). Happy and Sad TV Programs: How They Affect Reactions to Commercials. Journal of Consumer Research, (14): s. 387-403.
  • Greene, W.F. (1992). Observations: What Drives Commercial Liking? An Exploration of Entertainment vs. Communication. Journal of Advertising Research, 32(2): s. 65–68.
  • Haley, R.I ve A.L. Baldinger. (1991). The ARF Copy Research Validity Project. Journal of Advertising Research, 31 (2): s. 11-32.
  • Hollis, N.S. (1995). Like It or Not, Liking is ot Enough. Journal of Advertising Research, 35(5): s. 7-16.
  • Homer, P.M. (1990). The Mediating Role Of Attitude Towards the Ad: Some Additional Evidence. Journal of Marketing Research, 27: s. 78-86.
  • Kennedy, R., Byron, S. ve Campbell, R. (1999). Does Ad Liking Improve Correct Branding?. 28 th European Marketing Academy Conference. Humboldt University.Leather, P., McKehnie, S. ve Amirkhanian, M. (1994). The Importance of Likeability as a Measure Of Television Advertising Effectiveness. International Journal of Advertising, 13(3): s. 265-280.
  • Levitt, T. (1983). Globalization of Markets. Harvard Business Review, 61 (3): s. 92-102.
  • Lutz, R.J. (1985). Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework, in Psychological Processes and Advertising Effects: Theory, Reearch and Application, Alwitt, L.F ve Mitchell, A.A eds. Hillsdale, NJ: Lawrence Erlbaum Associates, s. 45-63.
  • Manrai, L.A., .Broach, V.C ve Manrai, A.K. (1992). Advertising Appeal and Tone: Implications for Creative Strategy in Television Commercials. Journal of Business Research, 25: s. 43-58.
  • Mckechnie, S., Leather, P. ve Manon. (1994). The Importance of Likeability as a Measure of Television Advertising Effectiveness. International Journal of Advertising, 13(3): s. 265-289.
  • McKenzie, S.B., Lutz R.J. ve Belch, GE (1986). The Role of Attitude Toward The Ad as a Mediator of Advertising Effectiveness: A test of Competing Explanations. Journal of Marketing Research, 23(2): s. 130–43.
  • McKenzie, S.B., Lutz, R.J. (1989). An Empirical Examination of The Structural Antecedents of Attitudes Toward The Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2): s. 48–65.
  • Mitchell, A.A. ve Olson, J. C. (1981). Are Product Attribute Beliefs The Only Mediator Of Advertising Effects On Brand Attitude. Journal of Marketing Research, XVIII: s. 318-332.
  • Mooij, Marieke K. de (1998), Global Marketing and Advertising : Understanding Cultural Paradoxes.Thousand Oaks, Calif.: Sage Publications.
  • Muehling, D.D. ve McCann, M. (1993) Attitude Toward the Ad: A review. Journal of Current Issues and Research in Advertising, 15( 2): s. 25–58.
  • Moldovan, S.E. (1985). Copy Factors Related to Persuasion Scores. Journal of Advertising Research, 24 (6): s. 16-22.
  • Nguyen, B., Melewar, T.C. ve Chen, J. (2013). The Brand Likeability Effect: Can Firms Make Themselves More Likeable? Journal of General Management, 38(3): s. 25-50.
  • Okan, T., Koparan, E. ve Nas İlhan, T. (2016). Yönetim Kurulu Çeşitliliği ve Kurumsal Sosyal Sorumluluk Söylemleri Arasındaki İlişki: Kurumsal Çevrenin Moderatör Etkisi. Ankara Üniversitesi SBF Dergisi, 71(2): s. 465-509.
  • Pelsmacker de, P., Geuens, M. ve Van den Bergh, J. (2004) Marketing Communications. A European Perspective. Harlow: Financial Times/Prentice-Hall.
  • Pollay, R.W. (1983). Measuring The Cultural Values Manifest in Advertising. Current Issues and Research in Advertising, 6(1): s. 71-92.
  • Schlinger, M.J. (1979). A Profile of Responses to Commercials. Journal of Advertising Research, 19 (2): s. 37-46.
  • Shimp, T. (1976). Methods of Commercial Presentation Employed By National Television Advertisers. Journal of Advertising, 5(4): s. 30-36.
  • Stewart, D.W. ve Furse, D. (1984). Analysis of The Impact of Executional Factors on Advertising Performance. Journal of Advertising Research, 24: s. 21-32.
  • Walker, D. ve Dubitsky, T (1994). Why Liking Matters. Journal of Marketing Research, 34(3): s. 9-18.
  • Wells, W.D., Leavitt, C ve McConville, M. (1971). A Reaction Profile For TV Commercials. Journal of Advertising Research 11(6): s.11-17.
  • Wells, W., Burnett, J.ve Moriarity, S. (2000). Advertising Principles and Practice. Prentice Hall.
  • Praet, C. (2007). The Nature and Role of Advertising Likeability: A Cross Cultural Investigation. http://barrel.ih.otaru-uc.ac.jp/bitstream/10252/213/1/ER_58%282-3%29_125-160.pdf (Erişim Tarihi: 25.09.2014).
  • İnternet Kaynağıhttp://antalya.yerelnet.org.tr/il_ilce_nufus.php?iladi=ANTALYA (01.08.2016).

Reklam Beğenilirliğine Yönelik Bir Model Önerisi

Yıl 2019, , 621 - 641, 31.12.2019
https://doi.org/10.31123/akil.617234

Öz

Bu çalışmada; bir televizyon
reklamına yönelik beğeniyi oluşturan değişkenlerin belirlenmesi ve her bir
değişkenin reklam beğenilirliği üzerine etkisini bir model aracılığı ile
göstermek amaçlanmıştır.
Araştırma,
Tadım Markasının ‘Türkiye’nin En Büyük Sosyal Ağı’ reklamını izleyen farklı yaş
gruplarına sahip 300 denekle gerçekleştirilmiştir. Araştırma kapsamında
geliştirilen modelde yer alan; demografik veriler, kişilik özellikleri, reklama
yönelik tutum, markaya yönelik tutum ve yaratıcı strateji değişkenlerinin
beğeni üzerine etkisi, hiyerarşik regresyon analizi ile test edilmiştir. Bu
değişkenlerden sadece reklama yönelik tutum ile yaratıcı strateji
değişkenlerinin beğeniyi açıklamada istatistiki olarak anlamlı olduğu sonucuna
ulaşılmıştır. Reklam beğenilirliğini belirleyen değişkenlerin bir model
aracılığı ile incelendiği bu çalışmanın, alanda araştırma yapan akademisyenlere
ve pazarlama uygulayıcılarına önemli bir katkı sağlamada öncü rol üstleneceği düşünülmektedir.  

Kaynakça

  • Aaker, D.A ve Bruzzone, D.E (1981). Viewer perceptions of Prime-Time Television Advertising. Journal of Advertising Research, 21(5): s. 15–23.
  • Aaker, D.A. ve D.M. Stayman. (1990). Measuring Audience Perceptions of Commercials and Relating Them to Ad İmpact. Journal of Advertising Research, 30 (4): s. 7-17.
  • Aitken, R., Lawson, R. ve Gray, B. (2003). Advertising Typologies: A Meta Analysis. Advertising/Marketing Communications Issues Track. ANZMAC 2003 Conference Proceedings Adelaide 1-3 December.
  • Alwitt, L.F. ve Prabhaker, P.R. (1992). Functional and Belief Dimensions of Attitudes to Television Advertising: Implications For Copytesting. Journal of Advertising Research, s. 30-42.
  • Ambler, T. ve Burne, T. (1999). The Impact of Affect on Memory of Advertising. Journal of Advertising Research, 39 (2): s. 25–34.
  • Aytaç, S. (2009). İnsanı Anlama Çabası. Bursa: Ezgi Kitabevi.
  • Batra, R. ve Ray, M. (1986). Affective Responses Mediating Acceptance of Advertising. The Journal of Consumer Research, 13(2): s. 234-249.
  • Biel, A. ve Bridgewater, C.A. (1990). Attributes of Likeable Television Commercial. Journal of Advertising Research, 30 (3): s. 38-44.
  • Brengman, M.; Geuens, M. ve De Pelsmacker, P. (2001). The Determining Factors of Brand Confusion. Journal of Marketing Communications, 7(4): s. 231–243.
  • Burke, M.C.ve Edell, J.A. (1989). The impact of Feelings on Ad Based Affect and Cognition. Journal of Marketing Research, XXVI: s. 69-83.
  • Chaoying, T., Jian, S. ve Ille, F.R (2011). Information Handling Styles, Advertising and Brand Attitude: A Chinese Brand Case Study. International Journal of China Marketing, 1(2): s. 45-56. Chung, H. ve Zhao, X (2003). Humor Effect on Memory And Attitude: Moderating Role of Product İnvolvement. International Journal of Advertising, 22(1): s.117–44.
  • Costa, P.T. ve McCrae, R.R. (1992). Four Ways Five Factors Are Basic. Person Individ. Diff. 13(6): s. 653-665.
  • Dahl, S. (2004). Cross Cultural Advertising Research: What Do We Know About The Influence Of Culture On Advertising?. Middlesex University Business School Discussion Paper, s. 1-2.
  • Danbury, A. ve Mortimer, K. (2011). Affective Involvement in Advertising Effectiveness: Implications for İnterpretation Of Print Advertisements. 10th International Conference on Research in Advertising (ICORIA 2011), Berlin, 23-25 June.
  • Demirtaş Madran, H.A. (2012). Tutum, Tutum Değişimi ve İkna. Ankara: Nobel Kitabevi.
  • DuPlessis, E.C. (1994). Understanding and Using Likeability. Journal of Advertising Research, 34(5): s. 3–10.
  • Durmuş, B., Yurtkoru, E.S. ve Çinko, M. (2011). Sosyal Bilimlerde SPSS’le Veri Analizi, Dördüncü Baskı, İstanbul: Beta.
  • Dutta- Bergman, M.J. (2006). The Demographic and Psychographic Antecedemts of Attitude Toward Advertising. Journal of Advertising Research, March, s. 102- 112.
  • Edell, J.A. ve Burke, M.C. (1987). The Power of Feeling in Understanding Advertising Effects. Journal of Consumer Research, (14): s. 421-433.
  • Elpeze Ergeç, N. (2004). Televizyon Reklamlarına Yönelik Şüphe (İkna Bilgi Modelinin Yorumlanması). Anadolu Üniversitesi Yayınları, No: 53.
  • Erdoğan, İ. (2012). Pozitivist Metodoloji ve Ötesi. İstanbul: Erk Yayınları.
  • Fam, K.S. ve Waller, D.S. (2006). Identifying Likeanle Attributes: Aqualitative Study Of Television Advertisements in Asia, Journal of Market Research, 9(1): s. 38-50.
  • Gardner, M.P. (1985). Does Attitude Toward the Ad Affect Brand Attitude Under a Brand Evaluation Set? Journal of Marketing Research, 22: s. 192-8.
  • Gegez, E. (2007). Pazarlama Araştırmaları, İstanbul: Beta Basım.
  • Geuens, M. ve De Pelsmacker, P. (1998). Feelings Evoked by Warm, Erotic, Humorous or Non-Emotional Print Advertisements for Alcoholic Beverages. Academy of Marketing Science Review, 19 (1): s. 1-32.
  • Goldberg, M.E. ve Gorn. G.J. (1987). Happy and Sad TV Programs: How They Affect Reactions to Commercials. Journal of Consumer Research, (14): s. 387-403.
  • Greene, W.F. (1992). Observations: What Drives Commercial Liking? An Exploration of Entertainment vs. Communication. Journal of Advertising Research, 32(2): s. 65–68.
  • Haley, R.I ve A.L. Baldinger. (1991). The ARF Copy Research Validity Project. Journal of Advertising Research, 31 (2): s. 11-32.
  • Hollis, N.S. (1995). Like It or Not, Liking is ot Enough. Journal of Advertising Research, 35(5): s. 7-16.
  • Homer, P.M. (1990). The Mediating Role Of Attitude Towards the Ad: Some Additional Evidence. Journal of Marketing Research, 27: s. 78-86.
  • Kennedy, R., Byron, S. ve Campbell, R. (1999). Does Ad Liking Improve Correct Branding?. 28 th European Marketing Academy Conference. Humboldt University.Leather, P., McKehnie, S. ve Amirkhanian, M. (1994). The Importance of Likeability as a Measure Of Television Advertising Effectiveness. International Journal of Advertising, 13(3): s. 265-280.
  • Levitt, T. (1983). Globalization of Markets. Harvard Business Review, 61 (3): s. 92-102.
  • Lutz, R.J. (1985). Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework, in Psychological Processes and Advertising Effects: Theory, Reearch and Application, Alwitt, L.F ve Mitchell, A.A eds. Hillsdale, NJ: Lawrence Erlbaum Associates, s. 45-63.
  • Manrai, L.A., .Broach, V.C ve Manrai, A.K. (1992). Advertising Appeal and Tone: Implications for Creative Strategy in Television Commercials. Journal of Business Research, 25: s. 43-58.
  • Mckechnie, S., Leather, P. ve Manon. (1994). The Importance of Likeability as a Measure of Television Advertising Effectiveness. International Journal of Advertising, 13(3): s. 265-289.
  • McKenzie, S.B., Lutz R.J. ve Belch, GE (1986). The Role of Attitude Toward The Ad as a Mediator of Advertising Effectiveness: A test of Competing Explanations. Journal of Marketing Research, 23(2): s. 130–43.
  • McKenzie, S.B., Lutz, R.J. (1989). An Empirical Examination of The Structural Antecedents of Attitudes Toward The Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2): s. 48–65.
  • Mitchell, A.A. ve Olson, J. C. (1981). Are Product Attribute Beliefs The Only Mediator Of Advertising Effects On Brand Attitude. Journal of Marketing Research, XVIII: s. 318-332.
  • Mooij, Marieke K. de (1998), Global Marketing and Advertising : Understanding Cultural Paradoxes.Thousand Oaks, Calif.: Sage Publications.
  • Muehling, D.D. ve McCann, M. (1993) Attitude Toward the Ad: A review. Journal of Current Issues and Research in Advertising, 15( 2): s. 25–58.
  • Moldovan, S.E. (1985). Copy Factors Related to Persuasion Scores. Journal of Advertising Research, 24 (6): s. 16-22.
  • Nguyen, B., Melewar, T.C. ve Chen, J. (2013). The Brand Likeability Effect: Can Firms Make Themselves More Likeable? Journal of General Management, 38(3): s. 25-50.
  • Okan, T., Koparan, E. ve Nas İlhan, T. (2016). Yönetim Kurulu Çeşitliliği ve Kurumsal Sosyal Sorumluluk Söylemleri Arasındaki İlişki: Kurumsal Çevrenin Moderatör Etkisi. Ankara Üniversitesi SBF Dergisi, 71(2): s. 465-509.
  • Pelsmacker de, P., Geuens, M. ve Van den Bergh, J. (2004) Marketing Communications. A European Perspective. Harlow: Financial Times/Prentice-Hall.
  • Pollay, R.W. (1983). Measuring The Cultural Values Manifest in Advertising. Current Issues and Research in Advertising, 6(1): s. 71-92.
  • Schlinger, M.J. (1979). A Profile of Responses to Commercials. Journal of Advertising Research, 19 (2): s. 37-46.
  • Shimp, T. (1976). Methods of Commercial Presentation Employed By National Television Advertisers. Journal of Advertising, 5(4): s. 30-36.
  • Stewart, D.W. ve Furse, D. (1984). Analysis of The Impact of Executional Factors on Advertising Performance. Journal of Advertising Research, 24: s. 21-32.
  • Walker, D. ve Dubitsky, T (1994). Why Liking Matters. Journal of Marketing Research, 34(3): s. 9-18.
  • Wells, W.D., Leavitt, C ve McConville, M. (1971). A Reaction Profile For TV Commercials. Journal of Advertising Research 11(6): s.11-17.
  • Wells, W., Burnett, J.ve Moriarity, S. (2000). Advertising Principles and Practice. Prentice Hall.
  • Praet, C. (2007). The Nature and Role of Advertising Likeability: A Cross Cultural Investigation. http://barrel.ih.otaru-uc.ac.jp/bitstream/10252/213/1/ER_58%282-3%29_125-160.pdf (Erişim Tarihi: 25.09.2014).
  • İnternet Kaynağıhttp://antalya.yerelnet.org.tr/il_ilce_nufus.php?iladi=ANTALYA (01.08.2016).
Toplam 53 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Makaleler
Yazarlar

Sefa Erbaş 0000-0003-3905-9248

Yayımlanma Tarihi 31 Aralık 2019
Gönderilme Tarihi 9 Eylül 2019
Yayımlandığı Sayı Yıl 2019

Kaynak Göster

APA Erbaş, S. (2019). Reklam Beğenilirliğine Yönelik Bir Model Önerisi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(32), 621-641. https://doi.org/10.31123/akil.617234