Yıl: 2019 Cilt: 7 Sayı: 2 Sayfa Aralığı: 585 - 608 Metin Dili: Türkçe İndeks Tarihi: 18-09-2020

ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ

Öz:
Reklamı hatırlama ya da farkında olma durumu, reklamcılık alanındaki önemli yapılardan birisi olmuştur. Yardımlıya da yardımsız hatırlama testlerinde reklamın hatırlanması, reklamın başarılı olarak kabul edilmesinde büyük biretmendir. Hatırlamaya etki eden önemli etkenlerden birisi de reklamın yer aldığı mecradır. Özellikle günümüzdetüketicilerin her an mobil olmaları ve gün içerisinde birçok farklı mecrada reklam mesajına maruz kaldığı gözönüne alınırsa, mecranın önemi daha da artmaktadır. Bu çalışma, 360 derece artırılmış gerçeklik desteklireklamların dış mekan reklamları üzerindeki etkilerini incelemeyi amaçlamaktadır. Bu amaç doğrultusunda,Anadolu Üniversitesi kampüs içinde yer alan raket reklamları, deneysel bir çalışma gerçekleştirilerek 360 dereceartırılmış gerçeklik formatına dönüştürülerek manipüle edilmiştir. Çalışmada, katılımcıların demografiközelliklerinden bağımsız olarak, 360 derece görsellerle birleştirilmiş ve ses unsuru eklenmiş artırılmış gerçekreklamların, reklam mesajını ve marka hatırlamasını önemli ölçüde artırdığı tespit edilmiştir. Bu çalışma,geleneksel reklam hatırlama kavramı ile örtüşmekte olup, ayrıca Z kuşağı için artırılmış gerçek reklamlarınkullanılmasının marka bilinirliğinin önde gelen bir kaynağı olacağını gösteriyor.
Anahtar Kelime:

THE EFFECT OF FORMAT DIFFERENCES ON RECALL IN ADVERTISEMENTS WITH AUGMENTED REALITY

Öz:
Recall or being aware of advertising has become one of the important structures in the advertising field. Recalling the advertisement in assisted or unassisted recall tests is a majör factor in the successful acceptance of the advertisement. One of the important factors affecting recalling is the medium where advertising takes place. Inparticular, given the fact that consumers are always mobile at all times and are exposed to advertising messages in many different channels during the day. For the fact that the importance of the media increases. This study aims to examine the effects of 360-degree augmented reality supported ads on outdoor advertising. For this purpose, racket ads on the campus of Anadolu University were manipulated by transforming them into a 360-degree augmented reality format through an experimental study. In the study, independent of the demographic characteristics of the participants, it was found that the actual advertisements combined with 360- degree visuals and the sound element added significantly increased the advertising message and brand recall. This study coincides with the traditional concept of advertising recall, and shows that the use of increased real ads for the Z generation will be a leading source of brand awareness.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA COSKUN E, Sever N (2019). ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. , 585 - 608.
Chicago COSKUN ENGIN,Sever Necip Serdar ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. (2019): 585 - 608.
MLA COSKUN ENGIN,Sever Necip Serdar ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. , 2019, ss.585 - 608.
AMA COSKUN E,Sever N ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. . 2019; 585 - 608.
Vancouver COSKUN E,Sever N ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. . 2019; 585 - 608.
IEEE COSKUN E,Sever N "ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ." , ss.585 - 608, 2019.
ISNAD COSKUN, ENGIN - Sever, Necip Serdar. "ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ". (2019), 585-608.
APA COSKUN E, Sever N (2019). ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 7(2), 585 - 608.
Chicago COSKUN ENGIN,Sever Necip Serdar ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 7, no.2 (2019): 585 - 608.
MLA COSKUN ENGIN,Sever Necip Serdar ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol.7, no.2, 2019, ss.585 - 608.
AMA COSKUN E,Sever N ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi. 2019; 7(2): 585 - 608.
Vancouver COSKUN E,Sever N ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi. 2019; 7(2): 585 - 608.
IEEE COSKUN E,Sever N "ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ." Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 7, ss.585 - 608, 2019.
ISNAD COSKUN, ENGIN - Sever, Necip Serdar. "ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ". Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 7/2 (2019), 585-608.