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

Yıl 2019, Cilt: 7 Sayı: 2, 585 - 608, 30.09.2019

Engin Coşkun , Necip Serdar Sever

https://doi.org/10.19145/e-gifder.566596

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 Kelimeler

Augmented Reality, Virtual Reality, Virtual Ads, Adided-recall, New era in Advertising

ARTIRILMIŞ GERÇEKLİK İÇEREN REKLAMLARDA FORMAT FARKLILIKLARININ HATIRLAMAYA OLAN ETKİSİ

Öz

Reklamı hatırlama ya
da farkında olma durumu, reklamcılık alanındaki önemli yapılardan birisi
olmuştur. Yardımlı ya da yardımsız hatırlama testlerinde reklamın hatırlanması,
reklamın başarılı olarak kabul edilmesinde büyük bir etmendir. Hatırlamaya etki
eden önemli etkenlerden birisi de reklamın yer aldığı mecradır. Özellikle
günümüzde tüketicilerin her an mobil olmaları ve gün içerisinde birçok farklı
mecrada reklam mesajına maruz kaldığı göz önüne alınırsa, mecranın önemi daha
da artmaktadır. Bu çalışma, 360 derece artırılmış gerçeklik destekli
reklamların dış mekan reklamları üzerindeki etkilerini incelemeyi
amaçlamaktadır. Bu amaç doğrultusunda, Anadolu Üniversitesi kampüs içinde yer
alan raket reklamları, deneysel bir çalışma gerçekleştirilerek 360 derece
artırılmış gerçeklik formatına dönüştürülerek manipüle edilmiştir. Çalışmada,
katılımcıların demografik özelliklerinden bağımsız olarak, 360 derece
görsellerle birleştirilmiş ve ses unsuru eklenmiş artırılmış gerçek reklamların,
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 reklamların kullanılmasının marka
bilinirliğinin önde gelen bir kaynağı olacağını gösteriyor.

Anahtar Kelimeler

Artırılmış Gerçeklik, Sanal Gerçeklik, Sanal Reklamlar, Yardımlı Hatırlatma, Reklamcılıkta Yeni Dönem

Kaynakça

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