TV REKLAMLARI ETKİNLİĞİNİN BELİRLENMESİ VE BİR UYGULAMA

Yıl 1997, Cilt: 13 Sayı: 1, 89 - 108, 01.12.1997

Nuri Çalık

Öz

-

Anahtar Kelimeler

Televizyon reklamları, Reklamcılık, Araştırma, Medya planlama

Kaynakça

• Aaker David ve Norris Donald, , "Characteristics of TV Commercials Perceived as lnformative", Journal of Advertising Research, C.XXII, S. 2 (1982)
• Higie Rasin A. ve Seawall Murphy A., "Using Recall and Brand Preferences To Evaluate Advertising Effectiveness", Journal of Advertising Research, C.XXXI, S. 2, (Nisan-Mayıs 1991)
• Laskey Henry A., Fox Richard J. ve Crask Melvin R., "The Relationship Between Advertising Message Strategy and Television Commercial Effectiveness", Journal of Advertising Research, C.XXXV, S.2, , (Mart/Nisan 1995)
• Olney Thomas J.,Holbrook Morris B. ve Batra Rajeev "Consumer Responses to Advertising: The Effects of Ad Content, Emotions. and Attitude toward the Ad on Viewing Time", Journal of Consumer Research, C.XVII, S.1, (Mart 1991)
• Pieters Rik. G. M. ve Bijmolt, Tammo H. A. "Consumer Memory tor Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects", Journal of Consumer Research, C.XXIII, S.1, (Mart 1997)
• Silk Alan J., "Test-Retest Correlations and the Reliability of Copy Testing", Journal of Marketing Research, C.XIV, S.4, (1977)
• Singh Surendra N. ve Gole Catherine A., "The Effect of Length, Content, and Repetition on Television Commercial Effectiveness", Journal of Marekting Research, C. XXX, S.1, (Ocak 1993)
• D'Souza Giles ve Rao Ram C., "Can Repeating an Advertisement More Frequently Than the Competition Affect Brand Preference in a Mature Market?",Journal of Marketing, C.LIX, S. 2, (Nisan 1995)
• Vaughn Richard, "How Advertisement Works?: A Planning Model" Journal of Advertising Research, C.XX, S.5 (1980).