Araştırma Makalesi
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Measuring Advertising Effectiveness in Digital Marketing: Neuroscientific Evaluation of Famous Use in Advertisements

Yıl 2022, Cilt: 1 Sayı: 1, 17 - 30, 30.06.2022

Öz

Today, the options for brands and the messages about these options are increasing rapidly. Selling is more difficult than ever today; customers are more knowledgeable, competition is more intense, customers' resistance to traditional sales techniques has increased. In the changing market environment, the products that consumers need and their expectations from these products have changed, and the consumer's decision mechanism and consumer motivation have turned into a black box for brands. The inadequacy of traditional marketing methods in understanding consumer behavior and the need for measurable and provable methods have brought neuroscience-based research to the field of marketing. Neuromarketing studies, which argue that asking customers about their preferences means measuring unconscious reactions with the level of consciousness, and that this method leads brands to misleading results, and that many research and advertising projects cannot achieve their purpose due to incorrect measurement, reveal that customers make their purchasing decisions with their emotions, not rational elements. In marketing, it is known that the most common method of triggering emotions is the use of celebrities. In the light of this information, this study aims to evaluate the star effect created by the use of celebrities in commercials by testing them with the parameters of reward, suppression and identification through neuroscientific experiments carried out with neurometric and biometric methods.

Kaynakça

  • AMA (2007). Definition of marketing. http:// www.marketingpower.com /AboutAMA /Pages/Definition of Marketing.aspx.
  • Ambler, T., Ioannides, A., & Rose, S. (2000). Brands on the brain: Neuro−images of advertising. Business Strategy Review, 11(3), 17-30. doi: 10.1111/1467-8616.00144
  • Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research. 23, 57–61. doi: 10.1111/j.1468-2958.1983.tb00704.x
  • Bagozzi, R. P., Gopinath M. & Nyer P. U. (1999), The role of emotions in marketing, Journal of the Academy of Marketing Science, 27(2),184-206.
  • Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literatüre review and research agenda. International Journal of Advertising, 35, 642–663.
  • Chao, P., Wuhrer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173-192.
  • Chaudhuri, A. (2006). Emotion and reason in consumer behavior. Elsevier Butterworth Heinemann, Oxford, UK.
  • Erdemir, A. S. (2015). Neuromarketing in Turkey: Optimization strategies for establishing emotional appeal and heightening advertising effectiveness. International Organization for Research and Development – IORD, 1-14.
  • Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining neuromarketing: Practices and professional challenges. Harv. Rev. Psychiatry 18, 230–237. doi: 10.3109/10673229.2010.496623
  • Fleck, N., & Quester, P. (2007). Birds of a feather flock together . . . Definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24, 975–1000.
  • Girişken, Y. (2018). Gerçeği algıla. İstanbul: Beta Yayınları.
  • Goldsmith, R. E., Lafferty, B. A., & Newell, S.J. (2000), The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54.
  • Hafez, M. (2019). Neuromarketing: A new avatar in branding and advertisement. Pac. Bus. Rev. Int. 12, 58–64.
  • Harris, J., Ciorciari, J., & Gountas, J. (2019). Consumer neuroscience and digital/social media health/social cause advertisement effectiveness. Behav. Sci. 9(42). doi: 10.3390/bs9040042
  • Hovland, C. I., & Weiss, W. (1951), The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650.
  • Kumar, S. (2015). Neuromarketing: the new science of advertising. Universal Journal of Management, 3(12), 524-531.
  • Lee, N., Broderick, A., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. Int. J. Psychophysiol, 63, 199–204. doi: 10.1016/j.ijpsycho.2006.03.007
  • Leone, L., Perugini, M. & Bagozzi, R.P. (2005). Emotions and decision making: Regulatory focus moderates the influence of anticipated emotions on action evaluations. Journal of Cognition and Emotion, 19(8), 1175-98.
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310–321.
  • O‟Shaughnessy, J. & O‟Shaughnessy N. J. (2003), The marketing power of emotion, Oxford university press, New York, NY.
  • Seiler, R., & Kucza, G. (2017). Source credibility model, source attractiveness model and match-up-hypothesis: An integrated model. Journal of International Scientific Publications: Economy & Business, 11.
  • ThinkNeuro (2022), https://www.thinkneuro.net/tr/blog/izleyenler-acunu-beyin-dalgalariyla-uyariyor, adresinden ulaşıldı. Erişim tarihi: 04.05.2022.
  • ThinkNeuro (2022), https://www.thinkneuro.net/tr/blog/cem-yilmaz-is-bankasi-reklami-eeg-ve-eye-tracking-analizi, adresinden ulaşıldı. Erişim tarihi: 10.05.2022.
  • ThinkNeuro (2022), https://www.thinkneuro.net/tr/blog/turk-telekom-ferhat-gocer-reklami-eeg-ve-eye-tracking-analizi, adresinden ulaşıldı. Erişim tarihi: 18.05.2022.
  • Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13.
  • Türk Dil Kurumu (2022), https://sozluk.gov.tr/ adresinden ulaşıldı, 27.05.2022.
  • Yücel, A., & Çubuk, F. (2013). Nöropazarlama ve bilinçaltı reklamcılık yaklaşımlarının karşılaştırılması. Niğde Üniversitesi İktisadi ve İdari Bilimler Dergisi, 6(2), 172-183.

Dijital Pazarlamada Reklam Etkinliğinin Ölçülmesi: Reklamlarda Ünlü Kullanımının Nörobilimsel Değerlendirilmesi

Yıl 2022, Cilt: 1 Sayı: 1, 17 - 30, 30.06.2022

Öz

Günümüzde markalara ilişkin seçenekler ve bu seçeneklere dair mesajlar hızlı biçimde artıyor. Satış yapmak günümüzde hiç olmadığı kadar zor; müşteriler daha bilgili, rekabet daha yoğun, geleneksel satış tekniklerine müşterilerin direnci arttı. Değişen pazar ortamında tüketicilerin ihtiyaç duyduğu ürünler ve bu ürünlerden beklentileri değişmiş, tüketicinin karar mekanizması ve tüketici motivasyonu markalar için adeta bir kara kutuya dönüşmüştür. Geleneksel pazarlama yöntemlerinin tüketici davranışlarını anlamakta yetersiz kalması ve ölçülebilir, kanıtlanabilir yöntemlere ihtiyaç duyulması nörobilim temelli araştırmaları pazarlama alanına taşımıştır. Müşterilere tercihlerini sormanın bilinçdışı tepkileri bilinç seviyesiyle ölçmek anlamına geldiğini ve bu yöntemin markaları yanıltıcı sonuçlara götürdüğünü, birçok araştırma ve reklam projesi yanlış ölçüm nedeniyle amacına ulaşamadığını savunan nöropazarlama odaklı çalışmalar müşterilerin satın alma kararlarını rasyonel ögelerle değil duygularıyla verdiğini ortaya koymaktadır. Pazarlamada, duyguları tetiklemede en yaygın uygulanan yöntemin ünlü kullanımı olduğu bilinmektedir. Bu bilgi ışığında, bu çalışma reklam filmlerinde ünlü kullanımının yarattığı star etkisini nörometrik ve biyometrik yöntemlerle gerçekleştirilmiş nörobilimsel deneyler üzerinden ödül, baskılama ve özdeşleştirme parametreleri üzerinden test ederek değerlendirmeyi amaçlamaktadır.

Kaynakça

  • AMA (2007). Definition of marketing. http:// www.marketingpower.com /AboutAMA /Pages/Definition of Marketing.aspx.
  • Ambler, T., Ioannides, A., & Rose, S. (2000). Brands on the brain: Neuro−images of advertising. Business Strategy Review, 11(3), 17-30. doi: 10.1111/1467-8616.00144
  • Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research. 23, 57–61. doi: 10.1111/j.1468-2958.1983.tb00704.x
  • Bagozzi, R. P., Gopinath M. & Nyer P. U. (1999), The role of emotions in marketing, Journal of the Academy of Marketing Science, 27(2),184-206.
  • Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literatüre review and research agenda. International Journal of Advertising, 35, 642–663.
  • Chao, P., Wuhrer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173-192.
  • Chaudhuri, A. (2006). Emotion and reason in consumer behavior. Elsevier Butterworth Heinemann, Oxford, UK.
  • Erdemir, A. S. (2015). Neuromarketing in Turkey: Optimization strategies for establishing emotional appeal and heightening advertising effectiveness. International Organization for Research and Development – IORD, 1-14.
  • Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining neuromarketing: Practices and professional challenges. Harv. Rev. Psychiatry 18, 230–237. doi: 10.3109/10673229.2010.496623
  • Fleck, N., & Quester, P. (2007). Birds of a feather flock together . . . Definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24, 975–1000.
  • Girişken, Y. (2018). Gerçeği algıla. İstanbul: Beta Yayınları.
  • Goldsmith, R. E., Lafferty, B. A., & Newell, S.J. (2000), The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43–54.
  • Hafez, M. (2019). Neuromarketing: A new avatar in branding and advertisement. Pac. Bus. Rev. Int. 12, 58–64.
  • Harris, J., Ciorciari, J., & Gountas, J. (2019). Consumer neuroscience and digital/social media health/social cause advertisement effectiveness. Behav. Sci. 9(42). doi: 10.3390/bs9040042
  • Hovland, C. I., & Weiss, W. (1951), The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650.
  • Kumar, S. (2015). Neuromarketing: the new science of advertising. Universal Journal of Management, 3(12), 524-531.
  • Lee, N., Broderick, A., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. Int. J. Psychophysiol, 63, 199–204. doi: 10.1016/j.ijpsycho.2006.03.007
  • Leone, L., Perugini, M. & Bagozzi, R.P. (2005). Emotions and decision making: Regulatory focus moderates the influence of anticipated emotions on action evaluations. Journal of Cognition and Emotion, 19(8), 1175-98.
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310–321.
  • O‟Shaughnessy, J. & O‟Shaughnessy N. J. (2003), The marketing power of emotion, Oxford university press, New York, NY.
  • Seiler, R., & Kucza, G. (2017). Source credibility model, source attractiveness model and match-up-hypothesis: An integrated model. Journal of International Scientific Publications: Economy & Business, 11.
  • ThinkNeuro (2022), https://www.thinkneuro.net/tr/blog/izleyenler-acunu-beyin-dalgalariyla-uyariyor, adresinden ulaşıldı. Erişim tarihi: 04.05.2022.
  • ThinkNeuro (2022), https://www.thinkneuro.net/tr/blog/cem-yilmaz-is-bankasi-reklami-eeg-ve-eye-tracking-analizi, adresinden ulaşıldı. Erişim tarihi: 10.05.2022.
  • ThinkNeuro (2022), https://www.thinkneuro.net/tr/blog/turk-telekom-ferhat-gocer-reklami-eeg-ve-eye-tracking-analizi, adresinden ulaşıldı. Erişim tarihi: 18.05.2022.
  • Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13.
  • Türk Dil Kurumu (2022), https://sozluk.gov.tr/ adresinden ulaşıldı, 27.05.2022.
  • Yücel, A., & Çubuk, F. (2013). Nöropazarlama ve bilinçaltı reklamcılık yaklaşımlarının karşılaştırılması. Niğde Üniversitesi İktisadi ve İdari Bilimler Dergisi, 6(2), 172-183.
Toplam 27 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Dijital Pazarlama, Nöropazarlama
Bölüm Araştırma Makalesi
Yazarlar

Berna Taşkın Bu kişi benim 0000-0002-2780-1313

Ayşe Simin Kara 0000-0002-5641-9738

Yayımlanma Tarihi 30 Haziran 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 1 Sayı: 1

Kaynak Göster

APA Taşkın, B., & Kara, A. S. (2022). Dijital Pazarlamada Reklam Etkinliğinin Ölçülmesi: Reklamlarda Ünlü Kullanımının Nörobilimsel Değerlendirilmesi. Turkish Journal of Marketing Research, 1(1), 17-30.