Paper Characters Usage of Brand Advertisement
In today’s competitive atmosphere, it is highly important for the brands being ahead of its competitors by being distinguished from the others. One of the most important answers which will be given to the question “how can a fruitful brand become?” will be, undoubtedly, “it should associate with fine experiences.”
In this study, the influence of real and fictional characters used in brand advertisements in Turkish TV advertisements to the brand association and results will be analyzed. The data collection method used for this study is questionnaire. In order to analyze the associations created on the consumers by the characters and their effects on purchase decision 25 characters which come up in Turkish TV advertisements in these days are handled. Out of 25 characters, 15 of them are fictional and 10 of them are real characters. Out of 10 real characters, 7 of them are famous and 3 of them are not well-known people.
In a detailed way, it is analyzed that which of these characters creates brand association correctly, which of them creates a different brand association and whose symbols of them are known but the brand names are not remembered.
With this study, it will be stated that fictional and real characters whose brand associations are strong have come out; and using famous people for the real characters, the differences between the characters, their influencing abilities, and reasons and appropriateness to the brand will be displayed and discussed within the framework of a developing country that is Turkey.
Source : The International Conference on Social Sciences and Humanities 2008 (ICoSSH’08)
Tags: appropriateness, atmosphere, brand names, consumers, data collection method, developing country, experiences, famous people, fictional characters, humanities, purchase decision, questionnaire, social sciences, turkey, turkish tv, tv advertisements
