Özet:

Advertisements should develop positive attitudes towards product/brand and purchase intention on audiences and should remind audiences of product/brand to be evaluated as successful. The advertisements providing those criterions are evaluated as effective advertisements. The advertisers try to gain attention of consumers usually by using celebrities and/or attractive model as message sources in ads to ensure effectiveness. However, some factors including the product/brand congruence and ad portfolio indicating product/brand advertisements where the message source took place before of message sources such as celebrities or attractive model and product category should be taken into consideration so that the message sources can be effective. When such factors are not taken into consideration, there becomes a risk occuring from the possibility that the message sources in ads chosen as a result of their attractiveness and fame can gain all attention by averting the product/brand in ads and form nothing about product/brand on consumer’s mind. The purpose of the study is to determine whether the message sources such as celebrities and unknown attractive models in ads, brand awareness and audience’s sex create differences on advertising effectiveness elements. In the study, three different ad versions of a cold tea brand including celebrity as a message source version, unknown attractive model as a message source version and no message source version were used. In the study, experiment and questionnaire methods were used together as data collecting methods. As a result of Ki-Kare, Kruskall-Wallis and Mann-Whitney U tests applied for the study purpose, it was determined that message source and audience’s sex created no significant differences on advertising effectiveness elements. On the other hand, brand awareness creates significant differences on brand attitude and purchase intention.

Anahtar Kelimeler: