Banner Reklam Ve Marka Etki̇si̇

Abstract

Banner advertisements are a type of online advertising where the image of the product is placed on a website as moving or fixed and directs the user to the advertised product. The data were collected through an online survey using the snowball sampling method. The design of the study consists of an experimental group (144 participants) and two control groups (138+133=271 participants). The aim of the study is to measure the effectiveness of banner advertising and brand. According to the results of the research, more than half of the participants who watched the video with banner advertisements fully remembered the brand in the unaided recall questions. It has been determined that banner advertising has a negative effect on the beauty of the product, arousing the desire to buy and its quality. It has been seen that the brand has a positive effect in terms of these factors. While it is seen that banner advertisement has a negative effect on the

Reklamlarda kullanılan informasyonel ve transformasyonel içeriklerin satın almaya etkisi

“…Banner reklamlar, potansiyel müşterinin dikkatini çekmek ve içeriği okumaya teşvik etmek için tasarlanmaktadırlar (Drèze ve Hussherr, 2003). Diğer bir ifadeyle ürün/hizmet reklamını veya markaları tanıtmak için internet sitelerinde görsellerin veya grafiksel öğelerin görüntülendiği reklam çeşidi banner reklam olarak tanımlanmaktadır (Kafadar, Oğuz, ve Karaca, 2023;Micu, Geru, Capatina, Constantin, Rusu ve Panait, 2019;Palcu, Sudkamp, ve Florack, 2017). Banner reklam, müşteri akışını artırmak, ürün/hizmet satmak ve hedef kitlenin dikkatini çekmek için etkili bir yoldur.…”