A Model Proposal for Ad Likeability

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.

Anahtar Kelimeler

• Ad likeability,Aad,Quantitative method,Hierarchical regression

Reklam Beğenilirliğine Yönelik Bir Model Önerisi

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.  

Anahtar Kelimeler

• Reklam Beğenilirliği,Nicel Araştırma Yöntemi,Hiyerarşik Regresyon

Kaynakça

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