Main Article Content
This study focused on a top-tier retail fashion company which markets some of the leading brands in the ready-to-wear apparel and cosmetics industry in Turkey. Although the company had employed expensive advertising campaigns using international and local celebrities, their advertising campaign did not yield the expected consumer behavior.
We worked with the company in identifying factors in their advertisements that their customers prefer by building a questionnaire specifically designed for this company and by examining the results of 300 respondents’ customer profiles and preferences to make recommendations for building future campaigns. Analyses revealed issues with the company’s choice of music, memorability of messages, and the selection of clothing combinations, especially for women respondents.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Allan, D. (2006). Effects of popular music in advertising on attention and memory. Journal of Advertising Research 46, no. 4: 434–44.
Allan, D. (2008). A content analysis of music placement in prime-time television advertising. Journal of Advertising Research 48, no. 3: 404–17.
Belch, G., & Belch, M. (2013). A content analysis study of the use of celebrity endorsers in magazine advertising. International Journal of Advertising, 32(3). doi:10.2501/IJA-32-3-369-389
Bergkvist, L., & Zhou, K. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642-663. doi:10.1080/02650487.2015.1137537
Biswas, D., Biswas, A., & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions: The role of consumer knowledge, perceived congruency, and product technology orientation. Journal of Advertising, 35(2), 17-31.
Bogart. L. (1986). What forces shape the future of advertising research. Journal of Advertising Research. 26(1). 99-104.
Bogdan.N. (2014). Theoretical Framework of Advertising-Some Insights, Studies and Scientific Researches. Economics Edition, No 19.
Bradburn. N. M.. Sudman. S.. & Wansink. B. (2004). Asking questions: the definitive guide to questionnaire design--for market research. political polls. and social and health questionnaires. John Wiley & Sons.
Craton, L. G., & Lantos, G. P. (2011). Attitude toward the advertising music: An overlooked potential pitfall in commercials. The Journal of Consumer Marketing, 28(6), 396-411. doi: 2058/10.1108/07363761111165912
Creswell. J. W. (2002). Educational research: Planning. conducting. and evaluating quantitative: Prentice Hall Upper Saddle River. NJ.
Erdogan, Z. B. (1999). Celebrity Endorsement: A Literature Review, Journal of Marketing Management, 15 (4), 291-314, doi: 10.1362/026725799784870379
Erdogan, B. Z, & Drollinger, T. (2008). Endorsement practice: How agencies select spokespeople. Journal of Advertising Research, 48 (4), 573-582, doi: 10.2501/S0021849908080549
Fleck, N., Michel, G., & Zeitoun, V. (2014). Brand personification through the use of spokespeople: An exploratory study of ordinary employees, ceos, and celebrities featured in advertising. Psychology and Marketing, 31(1), 84-92. doi:10.1002/mar.20677
Fraser, C., & Bradford, J. (2013). Music to your brain: Background music changes are processed first, reducing ad message recall. Psychology and Marketing, 30(1), 62-75. doi:10.1002/mar.20580
Guido, G., Peluso, A. M., Mileti, A., Capestro, M., Cambò, L., & Pisanello, P. (2016). Effects of background music endings on consumer memory in advertising. International Journal of Advertising, 35(3), 504–518.
Hecker, S. (1984). Music for advertising effect. Psychology & Marketing, 1(3/4), 3-3.
Hoyer, W., Srivastava, R., & Jacoby, J. (1984). Sources of miscomprehension in television advertising. Journal of Advertising, 13(2), 17-26.
Kamins, M. (1990). An investigation into the 'match-up' hypothesis in celebrity advertising: When beauty may be only skin deep. Journal of Advertising, 19(1), 4-4.
Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology & Marketing, 11(6), 569.
Kotler, P., Armstrong, G., & Cunningham, P. H. (2000), Principles of Marketing, Fifth Canadian Edition, Prentice Hall.
Kumar, R. (2018). Scale for advertising effectiveness: A study on traditional and interactive advertisements as per the Lavidge and Steiner Model. Indian Journal of Commerce and Management Studies, 9(1), 53-60. doi:10.18843/ijcms/v9i1/08
Oakes, S., & A.C. North. 2006. The impact of background musical tempo and timbre congruity upon ad content recall and affective response. Applied Cognitive Psychology, 20(4), 505–20.
Olsen, G. (1995). Creating the contrast: The influence of silence and background music on recall and attribute importance. Journal of Advertising, 24(4), 29-44.
Pileliene, L., & Grigaliunaite, V. (2017). The effect of female celebrity spokesperson in FMCG advertising: Neuromarketing approach. The Journal of Consumer Marketing, 34(3), 202-213. doi: 2058/10.1108/JCM-02-2016-1723
Park, H.H., J.K. Park, and J.O. Jeon. 2014. Attributes of background music and consumers' responses to TV commercials: The moderating effect of consumer involvement. International Journal of Advertising, 33(4), 767–84.
Raja, M. W., Anand, S., & Allan, D. (2019). Advertising music: An alternative atmospheric stimulus to retail music. International Journal of Retail & Distribution Management, 47(8), 872-892. doi: 2058/10.1108/IJRDM-08-2018-0157
Rossiter, J., & Percy, L. (2013). Observations: How the roles of advertising merely appear to have changed. International Journal of Advertising, 32(3), 391-398.
Salkind, N. J. (2010). Generalizability theory. In Encyclopedia of research design. Thousand Oaks, CA: Sage DOI: https://dx.doi.org/10.4135/9781412961288.n165
Samuelsen, B., & Olsen, L. (2010). Promising attributes and experiences: Attitudinal responses to functional versus experiential ad claims and the moderating role of involvement. Journal of Advertising, 39(2), 65-77.
Schouten, A. P., Janssen, L., & Verspaget, M. (2019). Celebrity vs. Influencer endorsements in advertising: The role of identification, credibility, and Product-Endorser fit. International journal of advertising. https://doi.org/10.1080/02650487.2019.1634898
Vakratsas, D., & Ambler, T. (1999). How Advertising Works: What Do We Really Know? Journal of Marketing, 63(1), 26-43. doi:10.2307/1251999.
Yin, R. K. (2018). Case study research and applications: Design and methods. (6th ed.) Thousand Oaks, CA: Sage.