BEŞERÎ MESAJ KAYNAĞI, MARKA AŞİNALIĞI VE İZLEYİCİ CİNSİYETİNİN REKLAM ETKİNLİĞİ ÜZERİNDEKİ ETKİSİ

Reklamların başarılı olarak değerlendirilebilmesi için reklamı izleyen kişide ürüne/markaya karşı olumlu bir tutum geliştirebilmesi, satın alma niyeti oluşturabilmesi ve kişiye ürünü/markayı hatırlatıcı nitelikte olması gerekmektedir. Bu kriterleri sağlayan reklamlar etkin olarak değerlendirilmektedir. Reklamlarda etkinlik sağlamak için reklamcılar mesaj kaynağı olarak çoğu zaman ünlü kişi ve/veya çekici model kullanma yoluna giderek tüketicilerin dikkatini çekmeye çalışmaktadırlar. Oysaki ünlü kişi veya çekici model gibi mesaj kaynaklarının etkinlik sağlayabilmeleri için ürün/marka ile uyumu, daha önce yer aldığı ürün/marka reklamlarından oluşan reklam portföyü, ürün kategorisi vb. unsurların göz önünde bulundurulması gerekmektedir. Bu gibi unsurlar göz önünde bulundurulmadığı zaman, sırf çekici veya ünlü olduğu için seçilen mesaj kaynaklarının reklamdaki ürünün/markanın önüne geçerek tüm dikkati üzerinde toplaması, ürün/marka hakkında tüketici zihninde herhangi bir şey oluşturmaması riski bulunmaktadır. Bu çalışmanın amacı reklamlarda yer alan ünlü kişi ve ünlü olmayan çekici model gibi mesaj kaynakları, marka aşinalığı ve reklam izleyicisi cinsiyetinin reklam etkinliği unsurları üzerinde bir fark oluşturup oluşturmadığını tespit etmektedir. Çalışmada bir soğuk çay markasının ünlü kişi, ünlü kişiyle benzer çekicilikteki tanınmamış model ve herhangi bir mesaj kaynağı olmayan üç farklı reklam versiyonu kullanılmıştır. Çalışmada veri toplama yöntemi olarak deney ve anket bir arada yapılmıştır. Çalışma amacına yönelik yapılan Ki-Kare, Kruskal-Wallis ve Mann-Whitney U testleri sonucunda reklamdaki mesaj kaynağının ve izleyici cinsiyetinin reklam etkinliği unsurları üzerinde anlamlı bir farklılık oluşturmadığı tespit edilirken marka aşinalığının, markaya tutum ve satın alma niyeti üzerinde anlamlı bir fark oluşturduğu ortaya çıkmıştır.

Anahtar Kelimeler:

Marka Aşinalığı, Reklam Etkinliği, Reklamdaki Mesaj Kaynağı

A STUDY ON POTENTIAL DIFFERENCES OF MESSAGE SOURCE IN ADVERTISEMENT, BRAND AWARENESS AND AUDIENCE’S SEX ON ADVERTISING EFFECTIVENESS

Advertisements should develop positive attitudes towards product/brand and purchase intention on audiences and should remind audiences of product/brand to be evaluated as successful. The advertisements providing those criterions are evaluated as effective advertisements. The advertisers try to gain attention of consumers usually by using celebrities and/or attractive model as message sources in ads to ensure effectiveness. However, some factors including the product/brand congruence and ad portfolio indicating product/brand advertisements where the message source took place before of message sources such as celebrities or attractive model and product category should be taken into consideration so that the message sources can be effective. When such factors are not taken into consideration, there becomes a risk occuring from the possibility that the message sources in ads chosen as a result of their attractiveness and fame can gain all attention by averting the product/brand in ads and form nothing about product/brand on consumer’s mind. The purpose of the study is to determine whether the message sources such as celebrities and unknown attractive models in ads, brand awareness and audience’s sex create differences on advertising effectiveness elements. In the study, three different ad versions of a cold tea brand including celebrity as a message source version, unknown attractive model as a message source version and no message source version were used. In the study, experiment and questionnaire methods were used together as data collecting methods. As a result of Ki-Kare, Kruskall-Wallis and Mann-Whitney U tests applied for the study purpose, it was determined that message source and audience’s sex created no significant differences on advertising effectiveness elements. On the other hand, brand awareness creates significant differences on brand attitude and purchase intention.

Keywords:

Advertising Effectiveness, Brand Familiarity, Message Source in Advertising,

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