Examining Retro Marketing Ads From the Perspective of Neuromarketing: The Example of Nestle Brand

Yıl 2020, Sayı: 55, 77 - 90, 27.04.2020

Nurcan Yücel , Atilla Yücel , Yunus Emre Gür , Koray Gündüz

https://doi.org/10.18070/erciyesiibd.566698

Cited By: 2

Öz

As a result of the changes experienced today, importance of brands in addressing the emotions of the consumers in order to stand out from the competitors and provide a competitive advantage has increased. Retro marketing is used in marketing communication messages in order to create an emotional connection with the brand and to make it a part of daily life. Thus, firms aimed to remind consumers the past, make them to yearn for the past, and to buy the retro branded products.

The aim of this study is determined the thoughts in subconscious of their and response levels of the consumers to Retro ads by using the EEG Analysis Method from the neuromarketing techniques. Therefore, the advertising by Retro marketing, which is accepted to have a significant effect on consumers in the literature, combined with the neuromarketing approach and putting forward the effectiveness of the Retro ads with EEG Analysis Method emphasize the importance of the study. This study is among the very first studies connecting Retro marketing and neuromarketing. The outcomes of the experiments performed led to conclude that the retro marketing ad prepared successsfully has a positive effect on consumers.

Anahtar Kelimeler

Retromarketing, Neuromarketing, EEG, Advertise

Nöropazarlama Pespektifinden Retropazarlama Reklamlarının İncelenmesi: Nestle Markası Örneği

Öz

Günümüzde yaşanan değişimler neticesinde, markaların rakiplerinden sıyrılmak ve rekabet avantajı sağlamak için tüketicilerin duygularına hitap etmedeki önemi artmıştır. Retro pazarlama, marka ile duygusal bir bağlantı kurmak ve onu günlük yaşamın bir parçası yapmak için pazarlama iletişimi mesajlarında kullanılmaktadır. Böylelikle firmalar tüketicilere geçmişi hatırlatmayı, geçmişe özlem duymalarını ve retro markalı ürünleri satın almayı hedeflemiştir.

Bu çalışmanın amacı, nöropazarlama tekniklerinden EEG analiz metodu kullanılarak tüketicilerin tepki seviyelerini ve bilinçaltındaki düşüncelerini belirlemektir Bu nedenle, literatürdeki tüketiciler üzerinde önemli bir etkiye sahip olduğu kabul edilen Retro pazarlama ile yapılan reklamlar, nöromarketing yaklaşımı ile bir araya getirildiğinde ve Retro reklamların EEG Analiz Yöntemi ile etkinliğinin ortaya konması, çalışmanın önemini vurgulamaktadır. Bu çalışma, Retro pazarlamayı ve nöromarketing'i bağlayan ilk çalışmalar arasındadır. Yapılan deneylerin sonuçları, başarılı bir şekilde hazırlanan retro pazarlama reklamının tüketiciler üzerinde olumlu bir etkisi olduğu sonucuna varmıştır.

Anahtar Kelimeler

Retropazarlama, Nöropazarlama, EEG, Reklam

Kaynakça

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