THE ROLE OF INTERACTIVE ADVERTISEMENT ON CONSUMER PERCEPTION OF BRAND PERSONALITY: A CASE STUDY ON '12 GIANT MEN-DREAM' ADVERTISEMENT

摘要

In the wake of the emergence of the internet, globalization and infinite access to the infonnation, the twentieth century has been a period in which people are globally interactive. The modem perception of advertisement which was imposed until the nineteenth century has changed owing to the developments in technology and improvements in mass communication media. Advertisement, promotion and marketing practices performed by various institutions throughout mass communication media have been a milestone in this century. Advertisements which are over regional and local boundaries have much more power on modem societies. In the twentieth century, these developments both in advertisement and promotion activities constantly advanced. With the prevalence of new communication media in the human life, communication throughout mass media have now a new dimension that has transfonned the content and the fomi of communication. Today, with the internet technology, a much more interactive and multi dimensional form of dialogue has replaced conventional fonns of communication conducted by advertisements. Therefore, consumers are not anymore merely the ones who watch the advertisements. While individuals used to be passive watchers, now they are more active subjects interacting with the advertisement and sometimes participating in the production of it. Now the consumers can interact with advertisements, they can have fun, they can get information about products and services and they can express themselves. In this study, developments in interactive advertisements around the world will be a starting point and the differences between interactive advertisement and conventional advertisement will be addressed. The interactive TV advertisement called "12 Giant Men-Dream", which was produced by Garanti Bank in 2011 with the aim of supporting the Turkish National Basketball Team, will be analyzed so as to understand the increasing role of consumers in interactive advertisements and consumer perception of brand personality. In addition, the results of the survey will be evaluated.