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Creative Message Strategies of Ads in Turkey Listed in YouTube Ads Leaderboard During COVID-19 Pandemic

Yıl 2021, Cilt: 8 Sayı: 2, 727 - 753, 30.07.2021
https://doi.org/10.17680/erciyesiletisim.880910

Öz

Due to the outbreak of COVID-19 pandemic in Turkey in March 2020, people in Turkey stay at home and spend most of their time on digital media, in which advertisers try to catch their attention through several strategies, including creative message strategies. The main purpose of this study is to identify the creative message strategies of brands in their YouTube advertisements, listed by Google as the most creative ads in Turkey on YouTube Ads Leaderboard during the COVID-19 pandemic in 2020. In line with this purpose, this study content-analyzes 100 YouTube ads of brands in terms of creative message strategies through the application of Taylor’s Six-Segment Message Strategy Wheel model on MAXQDA 2020 analysis program. The findings reveal that the most used strategy in the most watched creative YouTube ads during COVID-19 pandemic is the combined message strategy, followed by transformational (including mostly the ‘social’ strategy) and informational (including mostly the ‘ration’ strategy) message strategies, and that these ads mostly avoided using COVID-19 theme in their messages. The results offer suggestions for both present and future practitioners and researchers.

Kaynakça

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COVID-19 Pandemisinde YouTube Ads Leaderboard’da Listelenen Türkiye’deki Reklamların Yaratıcı Mesaj Stratejileri

Yıl 2021, Cilt: 8 Sayı: 2, 727 - 753, 30.07.2021
https://doi.org/10.17680/erciyesiletisim.880910

Öz

Türkiye açısından bakıldığında, Mart 2020’de patlak veren COVID-19 pandemisi yüzünden, Türkiye’de insanların eve kapanıp zamanlarının çoğunu dijital medyada geçirmeleriyle birlikte reklamverenler çeşitli stratejiler yoluyla onların dikkatini çekmeye çalışmaktadır ve reklamverenlerin bu amaçla kullandıkları stratejilerden biri de yaratıcı mesaj stratejileridir. Bu çalışmanın amacı, 2020 yılında COVID-19 pandemisi sürecinde Google tarafından Türkiye’deki en yaratıcı YouTube reklamları olarak YouTube Ads Leaderboard’da listelenen markaların YouTube reklamlarının yaratıcı mesaj stratejilerini belirlemektir. Bu doğrultuda, bu çalışma Taylor’ın Altı Parçalı Mesaj Stratejisi Çarkı’na dayanarak 100 YouTube reklamını yaratıcı mesaj stratejileri açısından MAXQDA 2020 veri analizi programı aracılığıyla içerik çözümlemesine tabi tutmaktadır. Araştırma bulguları COVID-19 pandemisinde yayınlanan ve en çok izlenen yaratıcı YouTube reklamlarının en çok karma mesaj stratejisine başvurduğunu, ikinci sırada en çok kullandığı dönüştürücü mesaj stratejileri arasında en sık sosyal mesaj stratejisine ve bilgilendirici strateji arasında ise en çok mantık stratejisine yer verdiğini ve mesajlarında COVID-19 temasını kullanmaktan kaçındıklarını ortaya koymaktadır. Araştırma bulgularından hareketle, çalışmanın sonucunda hem şimdiki ve gelecekteki uygulayıcılara, hem de araştırmacılara öneriler sunularak katkıda bulunulmaktadır.

Kaynakça

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  • Ahn, H.-Y. A., Wu, L., & Taylor, R. E. (2013). Communication Strategies in Cosmetic Surgery Websites: An Application of Taylor's Six-Segment Message Strategy Wheel. Health Marketing Quarterly, 30(2), 97-113. doi:https://doi.org/10.1080/07359683.2013.787879
  • Aktaş, A., & Şener, G. (2019). Nüfuz Pazarlamasında (Influencer Marketing) Mesaj Stratejileri. Erciyes İletişim Dergisi, 6(1), 399-422. doi:https://doi.org/10.17680/erciyesiletisim.477592
  • Ang, S. H., & Low, S. Y. (2000). Exploring the Dimensions of Ad Creativity. Psychology & Marketing, 17(10), 835-854. doi:https://doi.org/10.1002/1520-6793(200010)17:10%3C835::AID-MAR1%3E3.0.CO;2-%23
  • Ashley, C., & Tuten, T. (2015, January). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology of Marketing, 32(1), 15-27. doi:10.1002/mar.20761
  • AudienceProject. (2020, 0 0). Insights 2020: Media consumption behaviour before and during COVID-19. August 12, 2020 tarihinde AudienceProject: https://www.audienceproject.com/wp-content/uploads/audienceproject_study_media_consumption_behaviour_before_and_during_covid_19_2020.pdf?x57482 adresinden alındı
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  • Brennan, R. L., & Prediger, D. J. (1981). Coefficient kappa: Some uses, misuses, and alternatives. Educational and Psychological Measurement, 41, 687-699.
  • Carey, J. W. (1989). A Cultural Approach to Communication. J. W. Carey içinde, Communication as Culture: Essays on Media and Society (s. 11-28). Boston: Unwin Hyman.
  • Chen, H., & Taylor, R. (2012, November). Message Strategies of Chinese Award-Winning Print Advertisements. Journal of Intercultural Communication(30), 0-0. Kasım 12, 2020 tarihinde https://www.immi.se/intercultural/nr30/chen.html adresinden alındı
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  • Golan, G. J., & Zaidner, L. (2008). Creative Strategies in Viral Advertising: An Application of Taylor's Six-Segment Message Strategy Wheel. Journal of Computer-Mediated Communication, 13(4), 959-972. doi:10.1111/j.1083-6101.2008.00426.x
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  • Lancaster, A. R. (2010). Can Taylor's Six-Segment Message Strategy Wheel Be Applied to Public Service Advertising? An Analysis of Message Strategies Used in Ad Council Campaigns. American Academy of Advertising (s. 130-130). Minneapolis, MN: American Academy of Advertising. https://www.tib.eu/en/search/id/BLCP%3ACN076830483/Can-Taylor-s-Six-Segment-Message-Strategy-Wheel/ adresinden alındı
  • Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of Main Message Strategies for Television Commercials. Journal of Advertising, 18(1), 36-41. doi:https://doi.org/10.1080/00913367.1989.10673141
  • Lee, T. D., Taylor, R. E., & Chung, W. (2011, February). Changes in Advertising Strategies During an Economic Crisis: An Application of Taylor's Six-Segment Message Strategy Wheel. Journal of Applied Communication Research, 39(1), 75-91. doi:10.1080/00909882.2010.536846
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  • MMATürkiye. (2020). Covid-19 Virüsünün Dijital Medya ve Mobil Üzerindeki Etkisi. İstanbul: www.mmaturkiye.org. Ağustos 22, 2020 tarihinde https://www.mmaglobal.com/files/18._how_covid_-_19_is_affecting_the_mobile_and_digital_world_-_turkish.pdf adresinden alındı
  • Modig, E., & Dahlen, M. (2019). Quantifying the Advertising-Creativity Assessments of Consumers Versus Advertising Professionals: Does It Matter Whom You Ask? Journal of Advertising Research, 60(3), 1-14. doi:10.2501/JAR-2019-009
  • Moldovan, S., Steinhart, Y., & Lehmann, D. R. (2019). Propagators, Creativity, and Informativeness: What Helps Ads Go Viral. Journal of Interactive Marketing, 47, 102-114. doi:10.1016/j.intmar.2019.02.004
  • Moriarty, S. E., & Robbs, B. A. (1999). Advertising. M. A. Runco, & S. R. Pritzker içinde, Encyclopedia of Creativity (Cilt 1, s. 23-30). UK and USA: Academic Press.
  • Morrison, M., & White, C. (2000). Super.Com: An analysis of message strategies utilized in Super Bowl ads for dot.com companies. 2000 National Conference of the Association for Education in Journalism & Mass Communication (s. 0-0). Phoenix, AZ.: Association for Education in Journalism & Mass Communication.
  • Negro Alousque, I. (2012). Creativity in the Domain of Advertising. I. Elorza, O. Carbonell i Cortés, R. Albarrán Martín, B. García Riaza , & M. Pérez-Veneros içinde, Empiricism and analytical tools for 21 Century applied linguistics (s. 369-379). Spain: Spanish Association of Applied Linguistics International Congress.
  • Nesterenko, I. (2020, Nisan 23). Marketing During the COVID-19 Crisis: Cases, Strategies, Examples. Ocak 11, 2021 tarihinde Esputnik: https://esputnik.com/en/blog/marketing-during-covid-19-crisis-cases-strategies-examples adresinden alındı
  • Nicomedes, C. J., & Avila, R. M. (2020). An analysis on the panic during COVID-19 pandemic through an online form. Journal of Affective Disorders, 276, 14-22. doi:https://doi.org/10.1016/j.jad.2020.06.046
  • Nowakowski, M., & Nowakowska, B. (2016). Message Strategy and Information Content of Advertising in Women's Magazines in Poland. Studia i Materialy, 20(1), 123-135. doi:10.7172/1733-9758.2016.20.9
  • Öğütlü, H. (2020). Turkey's response to COVID-19 in terms of mental health. Irish Journal of Psychological Medicine, 37(3), 222-225. doi:https://doi.org/10.1017/ipm.2020.57
  • Panigyrakis, G. G., & Theodoridis, P. K. (2010). The role of creativity. J. N. Sheth, & N. K. Malhotra içinde, Wiley International Encyclopedia of Marketing (s. 968-975). New Jersey, USA: Wiley. doi:https://doi.org/10.1002/9781444316568.wiem04029
  • Papatya, N. (2005). Tüketici Davranışları İle İlgili Motivasyon Modelleri: Bir Perakende İşletmesinde Temizlik ve Kişisel Bakım Ürünlerine Bağlı Bir Araştırma. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 10(1), 221-240. Ekim 15, 2020 tarihinde https://dergipark.org.tr/tr/pub/sduiibfd/issue/20841/223392 adresinden alındı
  • Park, S., Shoieb, Z., & Taylor, R. E. (2017). Message Strategies in Military Recruitment Advertising. Armed Forces & Society, 43(3), 566-573. doi:https://doi.org/10.1177/0095327X16642037
  • Pribram, K. H. (1999). Brain and the Creative Act. M. A. Runco, & S. R. Pritzker içinde, Encyclopedia of Creativity (Cilt 1, s. 213-218). UK and USA: Academic Press.
  • Puto, C. P., & Wells, W. D. (1984). Informational and Transformational Advertising: The Differential Effects of Time. T. C. Kinnear içinde, Advances in Consumer Research (Cilt 11, s. 638-643). Provo, UT: Association for Consumer Research.
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  • Shen, W., Liu, Z., Ball, L. J., Huang, T., Yuan, Y., Bai, H., & Hua, M. (2020). Easy to Remember, Easy to Forget? The Memorability of Creative Advertisements. Creativity Research Journal, 32(3), 313-322. doi:https://doi.org/10.1080/10400419.2020.1821568
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  • Uluğ Yurttaş, Ö., & Özkoçak, Y. (2020). Creative Strategies on Turkish Television Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel. Stratejik ve Sosyal Araştırmalar Dergisi, 4(1), 1-16. doi:https://doi.org/10.30692/sisad.668234
  • Ulukan, G. (2020, Ekim 12). Türkiye’de dijital reklam yatırımları ilk 6 ayda 3 milyar 479 milyon TL oldu. Kasım 21, 2020 tarihinde webrazzi: https://webrazzi.com/2020/10/12/turkiye-de-dijital-reklam-yatirimlari-ilk-6-ayda-3-milyar-479-milyon-tl-oldu/ adresinden alındı
  • Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research, 26, 57-66.
  • Yfantidou, I., Riskos, K., & Tsourvakas, G. (2017). Advertising Message Strategy Analysis for Award-Winning Digital Ads. Journal of Technology Marketing, 12(4), 340-355. doi:https://dx.doi.org/10.1504/IJTMKT.2017.091741
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  • Zengin, A. M., & Zengin, G. (2020). An Application of the Six-Segment Message Strategy Wheel to Brand Posts on Instagram. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 8(2), 785-804. doi:https://doi.org/10.19145/e-gifder.719242
  • Ziemba, J. T. (2013). Pumping Steel and Sex Appeal: Message Strategies and Content in Dietary Supplement Advertisements. Elon Journal of Undergraduate Research in Communications, 4(1), 1-3. Eylül 11, 2020 tarihinde http://www.inquiriesjournal.com/articles/790/pumping-steel-and-sex-appeal-message-strategies-and-content-in-dietary-supplement-advertisements adresinden alındı
Toplam 76 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Türkçe Araştırma Makaleleri
Yazarlar

Hediye Aydoğan 0000-0001-9696-8742

Yayımlanma Tarihi 30 Temmuz 2021
Gönderilme Tarihi 15 Şubat 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 8 Sayı: 2

Kaynak Göster

APA Aydoğan, H. (2021). COVID-19 Pandemisinde YouTube Ads Leaderboard’da Listelenen Türkiye’deki Reklamların Yaratıcı Mesaj Stratejileri. Erciyes İletişim Dergisi, 8(2), 727-753. https://doi.org/10.17680/erciyesiletisim.880910