Ümit ALNIAÇIK, Cengiz YILMAZ, Esra ALNIAÇIK

Reklamlarda çevreci iddialar ve reklam etkililiği: Basılı reklamlar üzerinde deneysel bir araştırma

Bu araştırmada reklamlarda çevreci iddiaya yer verip vermemenin ve reklamlarda kullanılan çevreci iddianın belirginlik düzeyinin, reklam etkililiği üzerindeki etkisi incelenmiştir. Araştırmada çamaşır makinesi, kol saati ve DVD oynatıcı ürünleri için hipotetik basılı reklamlar kullanılarak deneysel bir çalışma yapılmıştır. DVD oynatıcı ve kol saati reklamlarında çevreci iddiaya yer verilmesi durumunda, reklamların daha olumlu değerlendirildiği, çamaşır makinesi reklamında ise çevreci iddiaya yer verip vermemenin anlamlı bir farklılık yaratmadığı belirlenmiştir. Kullanılan çevreci iddianın muğlak ya da belirgin olmasının, çamaşır makinesi ve kol saati için reklam etkililiği üzerinde anlamlı bir farklılık yaratmadığı, DVD oynatıcı reklamında ise belirgin çevreci iddia kullanımının, reklam etkililiğine olumlu bir etkisinin olduğu görülmüştür.

Enviromental claims and advertisement effectiveness:An experimental study on print advertisements

The study investigates the effects of environmental claims and claim specificity on advertisement effectiveness. An experimental study is conducted using hypothetical print advertisements for three product categories, namely laundry machines, wrist watches, and DVD players. Findings indicate that the existence of environmental claims significantly improves respondent evaluations in the wrist watches and DVD players categories, whereas in the laundry machines category no such effects are observed. In addition, advertising claim specificity (using vague versus specific claims) significantly improves consumer evaluations of DVD players but does not seem to exert significant effects on evaluations of laundry machines and wrist watches. Theoretical and managerial implications of these findings are discussed.

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