İletişim Sanatları Bölümü / Department of Communication Arts

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Browsing İletişim Sanatları Bölümü / Department of Communication Arts by Subject "advertisement"

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    The Effect of Product Advertisements on Brand Reputation: Analysis of “Hasbro New Year’s Advertisement” as an Example
    (7th International Humanities & Social Sciences, Prague, Chareles University-UAGP, Published by AGP Research, Mayaa Education, London & Istanbul., 2017-05) Koçak, Sevinç; 47434
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    The Impacts Of Consumer-Generated Advertisements On Purchase Intention
    (Medimond S R L, Via Maserati 5, 40128 Bologna, 00000, italy, 2012-03-07) Deneçli, Ceyda; 58951
    Advertising is one of the most important factors that both form and change consumer behaviours. Among the significant goals of advertisement are to introduce the brand to the target market, to establish a positive attitude towards the brand and direct the consumers to purchase the brand. Advertisements are delivered to consumers through various commercial media, which have been widespread with the rapid developments in technology. The current media is interactive rather than being conventional thanks to the development of technology. Furthermore, the new opportunities provided by technology have enabled individuals to participate more actively both in the social environment and in media. This interactive environment created by technology in a sense has democratised the media in digital environments. Therefore, consumers are no more mere consumers; they have become the producers of media content. The advertising, affected by these new tendencies both in technology and media, now provides consumers with the opportunity of forming, designing and arranging media content. The means of media and brands become much more attractive and powerful since the active consumers in media can produce, design or arrange the media content. Consumers who have the role of producing content contribute to the promotion of brands. In this study, an advertisement about a brand in social media, the content of which has been produced by the consumer, has been selected and analyzed. The advertisement was shown to the consumers. Attitudes of consumer towards the brand and the advertisement and consumers' tendency to purchase this certain brand before and after the advertisement were analyzed.
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    The Role Of Interactive Advertisement On Consumer Perception Of Brand Personality: A Case Study On "12 Giant Men-Dream" Advertisement
    (Medimond S R L, Via Maserati 5, 40128 Bologna, 00000, italy, 2012-03-07) Yıldız, Öykü Ezgi; 40329
    In the wake of the emergence of the internet, globalization and infinite access to the information, the twentieth century has been a period in which people are globally interactive. The modern perception of advertisement which was imposed until the nineteenth century has changed owing to the developments in technology and improvements in mass communication media. Advertisement, promotion and marketing practices performed by various institutions throughout mass communication media have been a milestone in this century. Advertisements which are over regional and local boundaries have much more power on modern societies. In the twentieth century, these developments both in advertisement and promotion activities constantly advanced. With the prevalence of new communication media in the human life, communication throughout mass media have now a new dimension that has transformed the content and the form of communication. Today, with the internet technology, a much more interactive and multi dimensional form of dialogue has replaced conventional forms of communication conducted by advertisements. Therefore, consumers are not anymore merely the ones who watch the advertisements. While individuals used to be passive watchers, now they are more active subjects interacting with the advertisement and sometimes participating in the production of it. Now the consumers can interact with advertisements, they can have fun, they can get information about products and services and they can express themselves. In this study, developments in interactive advertisements around the world will be a starting point and the differences between interactive advertisement and conventional advertisement will be addressed. The interactive TV advertisement called "12 Giant Men-Dream", which was produced by Garanti Bank in 2011 with the aim of supporting the Turkish National Basketball Team, will be analyzed so as to understand the increasing role of consumers in interactive advertisements and consumer perception of brand personality. In addition, the results of the survey will be evaluated.