ÇEVRİMİÇİ VE GELENEKSEL: YOUTUBE VE TELEVİZYON REKLAMLARINA YÖNELİK TÜKETİCİ ALGILARININ KARŞILAŞTIRILMASI

Öz

Bu araştırma, tüketicilerin YouTube ve televizyon reklamlarına yönelik tutumlarını incelemekte ve karşılaştırmaktadır. On iki tüketiciden veri toplamak için, kalitatif bir araştırma yöntemi olan ve derinlemesine görüşme tekniğini projektif tekniklerle birleştiren Zaltman Metafor Çıkarım Tekniği ZMET kullanılmıştır. Analiz, tüketicilerin YouTube reklamlarını televizyon reklamlarından daha enerjik, yenilikçi ve genç olarak algıladıklarını göstermektedir. YouTube reklamlarının tersine, televizyon reklamları yaşlı, klasik, rahatsız edici ve yapay olarak tasvir edilmektedir. Her ne kadar, tüketiciler açısından YouTube ve televizyon reklam içerikleri farklılaşmasa da, YouTube platformunun sunum avantajları örn. yüksek kontrol imkanı, etkileşim özelliği, renkler, arka plan YouTube reklam algısını pozitif olarak etkilemektedir. Elde edilen sonuçlar gösteriyor ki, reklam platformlarından bağımsız olarak, mizahi ve eğlendirici bir şekilde sunulan, gerçekçi, bilgi veren, izlenilen video ya da dizi içeriğine uygun reklam içerikleri tüketicilerin dikkatini çekmektedir

Anahtar Kelimeler

• Reklamcılık,dijital medya,geleneksel medya,Zaltman Metafor Çıkarım Tekniği,derinlemesine görüşme

ONLINE VERSUS TRADITIONAL: A COMPARISON OF CONSUMER PERCEPTIONS OF YOUTUBE AND TV ADS

Öz

This study investigates and compares consumers’ attitudes toward YouTube versus TV ads. The Zaltman Metaphor Elicitation Technique ZMET , a qualitative research method that combines in-depth interviews with projective techniques, was utilized to collect data from twelve consumers. The analysis indicates that consumers perceive YouTube ads to be more energetic, innovative, and younger than TV ads. In contrast, TV ads are described as elderly, classic, distracting, and artificial. Although consumers` perception of YouTube ad content does not necessarily differ from that of TV ad content, the presentation style advantages of YouTube e.g., high control, interactivity, colors, background enhance favorable perceptions of the ads. The results indicate that, regardless of the ad platform, realistic, informative, and consistent content presented in a humorous and entertaining style tends to attract consumers` attention

Anahtar Kelimeler

• Advertising,digital media,traditional media,Zaltman Metaphor Elicitation Technique,in-depth interviews

Kaynakça

1. Bagley, C. E., Clarkson, G., and Power, R.M. (2006). Deep Links: Does Knowledge of the Law Change Managers’ Perceptions of the Role of Law and Ethics in Business? Houston Law Review, 47(2), 259-295.
2. Bang, H. J. and Lee, W. (2016). Consumer Response to Ads in Social Network Sites: An Exploration into the Role of Ad Location and Path. Journal of Current Issues & Research in Advertising, 37(1), 1-14.
3. Christensen, G. L. and Olson, J.C. (2002). Mapping Consumers’ Mental Models with ZMET. Psychology & Marketing, 19(6), 477–502.
4. comScore (2012). U.S. Online Video Rankings, 2012. Retrieved November 21, 2017, from http://www.comscore.com/Press_Events/Press_Releases /2012/5/comScore_Releases_April_2012_U.S._Online_Video_Rankings
5. Coulter, R.A., Zaltman, G., and Coulter, K.S. (2001). Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique. Journal of Advertising, 30(4), 1-21.
6. Hawley, M. (2009, July 6). Laddering: A Research Interview Technique for Uncovering Core Values. Retrieved November 21, 2017, from http:// www.uxmatters.com/mt/archives/2009/07/laddering-a-research-interview- technique-for-uncovering-core-values.php
7. Hubspot. (2017). The ultimate List of Marketing Statistic. Retrieved November 21, 2017, from https://www.hubspot.com/marketing-statistics?_ ga=2.237885315.269465872.1494204231-81034476.1494204231
8. Kemp, S. (2016). Digital in 2016 Global We are Social’s Compendium of Global Digital, Social, and Mobile Data, Trends, Statistics. Retrieved November 21, 2017, from http://wearesocial.com/uk/special-reports/digital-in-2016

9. Ling, IL., Yang, CM., and Liu, YF. (2015). Penetrating Adolescents’ Mental Models of mp3 with ZMET. In: Campbell C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, 821- 834.
10. Mai, L. and Schoeller, G. (2009). Emotions, Attitudes and Memorability Associated with TV Commercials. Journal of Targeting, Measurement and Analysis Marketing, 17(1), 55-63.
11. Maslow, A. H. (1943). A Theory of Human Motivation. Psychological Review, 50(4), 370-396.
12. Nielsen, J. (1997) “How Users Read on the Web.” Nielsen Norman Group. Accessed January 2015. https://www.nngroup.com/articles/how-users- read-on-the-web/
13. NielsenWire. (2012). Top U.S. Online Video Sites, 2012. Retrieved November 21, 2017, from http://blog.nielsen.com/nielsenwire/online_mobile/may-2012- top-u-s-online-video-sites/
14. Pashkevich, M., Dorai-Raj, S., Kellar, M., and Zigmond, D. (2012). Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube. Journal of Advertising Research, 52(4), 451-457.
15. Pieters R., Wedel M., and Batra R. (2010). The Stopping Power of Advertising: Measures and Effects of Visual Complexity. Journal of Marketing, 74(5), 48-60.
16. Powers, T., Advincula, D., Austin, M. S., Graiko, S., and Snyder, J. (2012). Digital And Social Media in the Purchase Decision Process: A Special Report from the Advertising Research Foundation. Journal of Advertising Research, 52(4), 479-489.
17. Precourt, G. (2013). What we Know about TV Today (And Tomorrow). Journal of Advertising Research, 53(1), 3-4.
18. Proctor S., Papasolomou-Doukakis, I., and Proctor, T. (2001). What are Television Advertisements Really Trying to Tell us? A Postmodern Perspective. Journal of Consumer Behavior, 1(3), 246-255.
19. Rodgers, S. and Thorson, E. (2000). The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1(1), 42-61.
20. Romaniuk, J. (2009). The Efficacy of Brand Execution Tactics in TV Advertising, Brand Placements and Internet Advertising. Journal of Advertising Research, 49 (2), 143-150
21. Stephen, A.T. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10, 17-21.
22. Supphellen, M. (2000). Understanding Core Brand Equity: Guidelines for in- depth Elicitation of Brand Associations. International Journal of Marketing Research, 42(3), 319-338.
23. Teichert, T., Bressette, K., and Wagenführer, D. (2014). Deep metaphors for Consumer Engaging in Social Media. Retrieved November 21, 2017, from PDF/323.pdf
24. Tellis, G. J. and Weiss, D.L. (1995). Does TV Advertising Really Affect Sales?: The Role of Measures, Models and Data Aggregation. Journal of Advertising, 24 (3), 1-12.
25. Zaltman, G. (1997). Rethinking Market Research: Putting People Back in. Journal of Marketing Research, 34(4), 424-437.