Please use this identifier to cite or link to this item: https://hdl.handle.net/11499/30009
Title: An evaluation of used objects in bank TV commercials in Ramadan
Authors: Aydın, Oğuzhan
Haşıloğlu, Selçuk Burak
Keywords: Advertisements and promotions to Muslims
Bank TV advertisement
Fuzzy logic
Islamic marketing
The Muslim consumer
Publisher: Emerald Group Publishing Ltd.
Abstract: Purpose: The purpose of this study is to find the most effective objects used in Ramadan TV ads of banks operated in Turkey and to determine superiority of the objects among these ads. Design/methodology/approach: This research examines used objects in bank TV advertisements for the month of Ramadan by applying content analysis and fuzzy logic method. Findings: The most prominent of the findings, as a result of the research, are kids and the elder objects in bank TV commercials. The research findings also reveal the importance of religious objects of Ramadan ads. Research limitations/implications: The limitation of this research is non-generalization of the results because of sample size. Future research could explore the impact of objects used in TV ads on consumers with a larger sample size. Practical implications: The banks are eager to look for opportunities by launching campaigns during the period of Ramadan. Special occasions such as religious holidays are seen as a new market that should not to be missed by the finance sector, and therefore, the number of bank TV commercials increase dramatically in this term. However, it is important for banks to know which objects are more effective. In this study, it is revealed that objects used in TV ads are more effective. Originality/value: This is the first study to examine bank TV commercials during the period of Ramadan. It is also important to reflect Turkish consumers’ perspective and banks’ promotion activities in a Muslim country. © 2019, Emerald Publishing Limited.
URI: https://hdl.handle.net/11499/30009
https://doi.org/10.1108/JIMA-05-2018-0093
ISSN: 1759-0833
Appears in Collections:İktisadi ve İdari Bilimler Fakültesi Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
Uygulamalı Bilimler Yüksekokulu Koleksiyonu
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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