Author
Köz, Zeynep, Atakan, Şükriye Sinem
Publication Date
2018
Publication Place
-
Marketing and Marketing Research Association
Subject
Advertising, Digital media, Traditional media, Zaltman metaphor elicitation technique, In-depth interviews
Type
Periodical
Language
Turkish
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
1309-243X
Record ID
e5f2b87e-4a48-485f-b224-e043a8c6483d
Library Location
Business Administration
Date
2018
Sample Text
This research examines and compares consumers' attitudes towards YouTube and television advertising. Zaltman Metaphor Extraction Technique (ZMET), which is a qualitative research method and combines in-depth interview technique with projective techniques, was used to collect data from twelve consumers. The analysis shows that consumers perceive YouTube ads as more energetic, innovative and youthful than television ads. Unlike YouTube ads, television ads are portrayed as old, classic, annoying and artificial. Although YouTube and television advertising contents do not differ from the perspective of consumers, the presentation advantages of the YouTube platform (e.g. high control, interactivity, colors, background) positively affect YouTube advertising perception. The results obtained show that, regardless of the advertising platforms, advertising content that is presented in a humorous and entertaining way, that is realistic, informative, and suitable for the video or series content watched, attracts the attention of consumers. This study investigates and compares consumers' attitudes towards YouTube versus TV ads. The Zaltman Metaphor Elicitation Technique (ZMET), a qualitative research method that combines in-depth interviews with projective techniques, was utilized to collect data from twelve consumers. The analysis indicates that consumers perceive YouTube ads to be more energetic, innovative, and younger than TV ads. In contrast, TV ads are described as elderly, classic, distracting, and artificial. Although consumers` perception of YouTube ad content does not necessarily differ from that of TV ad content, the presentation style advantages of YouTube (e.g., high control, interactivity, colors, background) enhance favorable perceptions of the ads. The results indicate that, regardless of the ad platform, realistic, informative, and consistent content presented in a humorous and entertaining style tends to attract consumers` attention.
Cilt
11
