Abstract:

The state of remembering or being aware of advertising has become one of the important structures in the field of advertising. Remembering advertising in helpful or unhelpable memory tests is a major factor in the successful acceptance of advertising. One of the important factors that influence the memory is the place where the advertising is located. Especially today, given that consumers are mobile at all times and are exposed to advertising messages in many different locations during the day, the importance of the locker is increasing. This study aims to explore the effects of 360 degrees augmented reality-backed advertisements on outdoor advertisements. For this purpose, the rocket ads inside the Anadolu University campus were manipulated by a experimental study and converted into a 360 degree augmented reality format. The study found that, regardless of the demographic characteristics of the participants, augmented real ads, advertising messages and brand memory, combined with 360 degrees of images and added audio elements, significantly increased. This study coincides with the traditional advertising memory concept, and also shows that the use of augmented real ads for the Z generation will be a leading source of brand awareness.

Abstract:

Recall or being aware of advertising has become one of the important structures in the advertising field. Recalling the advertisement in assisted or unassisted recall tests is a majör factor in the successful acceptance of the advertisement. One of the important factors affecting recalling is the medium where advertising takes place. Inparticular, given the fact that consumers are always mobile at all times and are exposed to advertising messages in many different channels during the day. For the fact that the importance of the media increases. This study aims to examine the effects of 360-degree augmented reality supported ads on outdoor advertising. For this purpose, racket ads on the campus of Anadolu University were manipulated by transforming them into a 360-degree augmented reality format through an experimental study. In the study, independent of the demographic characteristics of the participants, it was found that the actual advertisements combined with 360-degree visuals and the sound element added significantly increased the advertising message and brand recall. This study coincides with the traditional concept of advertising recall, and shows that the use of increased real ads for the Z generation will be a leading source of brand awareness.

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