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

Yıl 2018, Cilt: 11 Sayı: 21, 29 - 50, 01.06.2018

Zeynep Köz Ş. Sinem Atakan

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

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