Medyada Yer Alan Spor Etkinliklerinde Tüketicilerin Reklam ve Marka Farkındalıklarının İncelenmesi

Yıl 2023, Cilt: 6 Sayı: 1-Cumhuriyet'in 100. Yılı Özel Sayısı, 201 - 214, 29.10.2023

Zühal Yurtsızoğlu , Hamed Golmohammadi

https://doi.org/10.38021/asbid.1288480

Öz

Rekabet ortamında müşterilerin istek ve düşüncelerini bilmek işletmeler için önemlidir. Bu bilgiler, işletmelerin hem ticari hem de reklamcılık hedeflerini ilerletmek için rekabet güçlerini ve performanslarını geliştirmelerine yardımcı olur. Bu çalışmada spor müsabakalarına katılma geçmişi olan sporcuların ve tüketicilerin medyada yer alan spor müsabakalarını izlerken işletmelerin reklamları, markaları, logoları ve renkleri hakkında farkındalıkları araştırılmıştır. Araştırma sonucunda medya tarafından yayınlanan bir spor müsabakası sonrasında izleyicilerin logo, marka ve renklere karşı tutum ve dikkatlerinde farklılıklar olduğu tespit edilmiştir. Tüm denekler spor etkinliğindeki logoları ve reklamları fark etmelerine rağmen, deneklerin yarısı etkinliği izledikten sonra herhangi bir logo, marka veya afişin adını hatırlayamamaktadır. Rekabet ortamı yaratma ve pazarda konumlanma yolunda önemli bir adım olan marka bilinirliği ve marka farkındalığına yönelik bu çalışmanın tüm işletmeler için önemli olduğu düşünülmektedir.

Anahtar Kelimeler

Tüketici farkındalığı, Reklam, Marka, Spor etkinlikleri

Investigation of Consumer Awareness Towards Advertising and Brand in Sports Events in The Media

Öz

It is important for businesses to know the demands and thoughts of customers in a competitive environment. This information helps businesses improve their competitiveness and performance to advance both their commercial and advertising goals. Research on consumer awareness is important for businesses and sponsoring companies in sports organizations and events, where many businesses try to provide advertisements to consumers and create awareness of goods and services. In this study, the awareness of the athletes and consumers, who have a history of participating in sports competitions, about the advertisements, brands, logos and colors of the businesses while watching the sports events in the media was investigated. As a result of the research, it was found that after a sports event broadcast by the media, there were differences in the attitude and attention of the audience towards logos, brands and colors. Although all subjects noticed the logos and advertisements at the sporting event, half of the subjects could not remember the name of any logo, brand or banner after watching the event. It is believed that this study on brand recognition and brand awareness, which is an important step toward creating a competitive environment and positioning in the market, is important for all businesses.

Anahtar Kelimeler

Consumer awareness, Advertising, Brand, Sport events.

Kaynakça

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