Investigating the Effect of Advertising on the Perception of the Target Audience with the CAPI Technique

H. Serhat ÇERÇİ; A. Selçuk KÖYLÜOĞLU

doi:https://doi.org/10.54821/uiecd.1037656

Makale detayları

Investigating the Effect of Advertising on the Perception of the Target Audience with the CAPI Technique

Yazarlar:

H. Serhat ÇERÇİ | A. Selçuk KÖYLÜOĞLU

Yayıncı:

Mesut DOĞAN

Ana Başlıklar:

Yönetim

Dergi:

International Journal of Business and Economic Studies 2021 Vol.3 Issue 2, pp.172-183

Belge Tipi:

Makale

Yayın Tarihi:

12/2021

Belge Dili:

İngilizce

Document ID (Org No.):

2000643624

Sıklık:

İki Yıllık

eISSN:

2718-0247

pISSN:

2718-0247

DOI:

https://doi.org/10.54821/uiecd.1037656

Özet:

 

By creating brand awareness and marketing strategies with effective advertising practices, the effect of advertising on consumer perception can be understood. The aim of the study, which is built on this understanding, is to examine the advertisement film used in the marketing and promotion activities of a hotel business operating in the tourism sector with the CAPI technique. From this point of view, the research was implemented in three big cities, namely Istanbul, Izmir and Ankara. As a result of the field research, 150 meaningful data could be obtained due to the limitations such as the face-to-face application and the time-consuming nature of CAPI and narrowing of the criteria for those who will participate in the survey under the effect of the pandemic conditions.  The data were subjected to the SPSS 20 program. As a result of the statistical analysis, it has been determined that the advertisement appeals to consumer emotions.

 


By creating brand awareness and marketing strategies with effective advertising practices, the effect of advertising on consumer perception can be understood. The aim of the study, which is built on this understanding, is to examine the advertisement film used in the marketing and promotion activities of a hotel business operating in the tourism sector with the CAPI technique. From this point of view, the research was implemented in three big cities, namely Istanbul, Izmir and Ankara. As a result of the field research, 150 meaningful data could be obtained due to the limitations such as the face-to-face application and the time-consuming nature of CAPI and narrowing of the criteria for those who will participate in the survey under the effect of the pandemic conditions. The data were subjected to the SPSS 20 program. As a result of the statistical analysis, it has been determined that the advertisement appeals to consumer emotions.

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Makale detayları

Investigating the Effect of Advertising on the Perception of the Target Audience with the CAPI Technique

Yazarlar: H. Serhat ÇERÇİ | A. Selçuk KÖYLÜOĞLU

Yayıncı: Mesut DOĞAN

Ana Başlıklar: Yönetim

Dergi: International Journal of Business and Economic Studies 2021 Vol.3 Issue 2, pp.172-183

Belge Tipi: Makale

Yayın Tarihi: 12/2021

Belge Dili: İngilizce

Document ID (Org No.): 2000643624

Sıklık: İki Yıllık

eISSN: 2718-0247

pISSN: 2718-0247

DOI: https://doi.org/10.54821/uiecd.1037656

Sayı

Yazarlar:

H. Serhat ÇERÇİ | A. Selçuk KÖYLÜOĞLU

Yayıncı:

Mesut DOĞAN

Ana Başlıklar:

Yönetim

Dergi:

International Journal of Business and Economic Studies 2021 Vol.3 Issue 2, pp.172-183

Belge Tipi:

Makale

Yayın Tarihi:

12/2021

Belge Dili:

İngilizce

Document ID (Org No.):

2000643624

Sıklık:

İki Yıllık

eISSN:

2718-0247

pISSN:

2718-0247

DOI:

https://doi.org/10.54821/uiecd.1037656