Year 2002,
Volume: 19 Issue: 1, 190 - 199, 01.01.2002
Abstract
1800'lü yıllardan bu yana, reklamın tüketiciler üzerinde yarattığı etkiler, pazarlama alanı çalışanları ve bu alandaki araştırmacıların başlıca ilgi alanlarından birisi olmuştur. Reklamın etkilerinin neler olduğu, bireysel ve toplumsal davranışları nasıl etkiledikleri ve tüketicilerin reklamlara yönelik gösterdikleri tepkilerin nasıl şekillendikleri o tarihten bu yana geliştirilen çeşitli kuram ve modellerle netliğe kavuşturulmaya çalışılmaktadır. Bu çalışmanın amacı, reklamların etkilerini açıklayan paradigmalara esas olan kimi modellere ilişkin özet bilgiler vererek literatürdeki gelişimlerini ortaya koymaktır.
References
- Barry, T. E. & Howard, D. J. (1990). A reviewand critique ofthe hierarchy of effects in advertising. International Journal of Advertising, 2.
- Batra, R., Mayers, 1. G. & Aaker, D. A. (1996). Advertising management. (5th Edition). New Jersey: Prentice Halı.
- Belch, G. E. & Belch, M. A. (2001). Introduction to advertising and promotion An integrated marketing communicatlOns perspective. (5th Edition). USA: McGraw-HilI Irwin.
- Cho, C-H. & Leckenby, 1. D. (1999, March). lnteractivity as a measure of ad effectiveness. Annual Conference of the American Academy of Advertising. Albuquerque, New Mexico.
- Clark, E. M., Brock, T. Brock & Steawart, D. W. (1994). Attention, attitude and affect in response to advertising, USA: Lawrence Erlbaum Associates.
- Lavidge, R. J. & Steiner, G. (1969). A model for predietive measurements of advertising effeetiveness. In J. J. Wheatley (Ed.) Measuring advertising effeetiveness (Seleeted Readings), Illinois: R. O. Irwing Ine.
- Mehta, A. (I 994, May-June). How advertising response modeling (ARM) ean inerease ad effeetiveness. Journal ofAdvertising Researeh.
- Palda, K. S. (1969). the hypothesis ofhierarehy of effeets: a partial evaiuation In J. J. Wheatley (Ed.) Measuring advertising effeetiveness (Seleeted Readings), Illinois: R. O. Irwing Ine
Year 2002,
Volume: 19 Issue: 1, 190 - 199, 01.01.2002
Abstract
References
- Barry, T. E. & Howard, D. J. (1990). A reviewand critique ofthe hierarchy of effects in advertising. International Journal of Advertising, 2.
- Batra, R., Mayers, 1. G. & Aaker, D. A. (1996). Advertising management. (5th Edition). New Jersey: Prentice Halı.
- Belch, G. E. & Belch, M. A. (2001). Introduction to advertising and promotion An integrated marketing communicatlOns perspective. (5th Edition). USA: McGraw-HilI Irwin.
- Cho, C-H. & Leckenby, 1. D. (1999, March). lnteractivity as a measure of ad effectiveness. Annual Conference of the American Academy of Advertising. Albuquerque, New Mexico.
- Clark, E. M., Brock, T. Brock & Steawart, D. W. (1994). Attention, attitude and affect in response to advertising, USA: Lawrence Erlbaum Associates.
- Lavidge, R. J. & Steiner, G. (1969). A model for predietive measurements of advertising effeetiveness. In J. J. Wheatley (Ed.) Measuring advertising effeetiveness (Seleeted Readings), Illinois: R. O. Irwing Ine.
- Mehta, A. (I 994, May-June). How advertising response modeling (ARM) ean inerease ad effeetiveness. Journal ofAdvertising Researeh.
- Palda, K. S. (1969). the hypothesis ofhierarehy of effeets: a partial evaiuation In J. J. Wheatley (Ed.) Measuring advertising effeetiveness (Seleeted Readings), Illinois: R. O. Irwing Ine
There are 8 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Research Article |
| Authors | |
| Publication Date | January 1, 2002 |
| Published in Issue | Year 2002 Volume: 19 Issue: 1 |