SECTORAL AND DEMOGRAPHIC ANALYSIS OF THE APPLICATIONS OF CELEBRITY BRAND AMBASSADORS IN TELEVISION ADVERTISEMENTS IN TÜRKİYE WITHIN THE FRAMEWORK OF THE AIDA MODEL

Öz

In today’s competitive environment, brands use brand ambassadors to represent themselves. Brand ambassadors used in marketing strategies are a strategy that provides benefits in many areas such as brand image, brand awareness, and purchase intent. However, there are limited studies in the literature that address the role of brand ambassadors’ sectoral distribution and demographic characteristics in advertising effects. The aim of this study is to examine the use of brand ambassadors in television commercials and to reveal the effects of this strategy within the framework of the AIDA model. Advertisements broadcast during prime time were evaluated using content analysis method. The findings of this study reveal that celebrity brand ambassadors are used at different rates across sectors in television advertising in Türkiye. The findings show that brand ambassadors are used most extensively in the finance and luxury/prestige sector groups, while they are used more limitedly in the daily consumption and technology groups. Based on the AIDA model, celebrities are used especially in the attention and interest stages, while their use is lower in the desire and action stages. Demographic analyses reveal that advertising ambassadors are mostly actors with a high average age; female ambassadors are preferred more in the luxury and prestige sector group, while male ambassadors are preferred more in the technology and communication sector group.

Anahtar Kelimeler

• AIDA Model
• Brand Ambassador
• Brand
• Celebrities
• Advertisement

TÜRKİYE’DE TELEVİZYON REKLAMLARINDA ÜNLÜ MARKA ELÇİLERİ UYGULAMALARININ AIDA MODELİ ÇERÇEVESİNDE SEKTÖREL VE DEMOGRAFİK OLARAK İNCELENMESİ

Öz

Günümüzün rekabet ortamında markalar kendilerini temsil etmesi için marka elçilerini kullanmaktadır. Pazarlama stratejilerinde kullanılan marka elçileri marka imajı, marka farkındalığı, satın alma niyeti gibi birçok konuda fayda sağlayan ve kullanılan bir stratejidir. Ancak literatürde, marka elçilerinin sektörel dağılımı ve demografik özelliklerinin reklam etkileri üzerindeki rolünü ele alan çalışmalar sınırlıdır. Bu çalışmanın amacı, televizyon reklamlarında marka elçilerinin kullanımını incelemek ve AIDA modeli çerçevesinde bu stratejinin etkilerini ortaya koymaktır. Araştırmada prime-time kuşağında yayınlanan reklamlar içerik analizi yöntemiyle değerlendirilmiştir. Bu çalışmanın bulguları, Türkiye’de televizyon reklamlarında ünlü marka elçilerinin sektörlere göre farklı kullanım oranları olduğunu ortaya koymaktadır. Bulgular, marka elçilerinin en yoğun biçimde finans ve lüks/prestij sektör gruplarında kullanıldığını, gündelik tüketim ve teknoloji gruplarında ise daha sınırlı yer bulduğunu göstermektedir. AIDA modeline göre, ünlülerin özellikle dikkat ve ilgi aşamalarında kullanıldığı, arzu ve eylem aşamalarında ise daha düşük oranda kullanıldığı belirlenmiştir. Demografik analizler, reklam elçilerinin çoğunlukla yaş ortalaması yüksek oyuncular olduğunu; lüks ve prestij sektör grubunda kadın, teknoloji ve iletişim sektör grubunda ise erkek elçilerin daha fazla tercih edildiğini ortaya koymaktadır.

Anahtar Kelimeler

• AIDA Modeli
• Marka Elçisi
• Marka
• Ünlüler
• Reklam

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