Pazarlama İletişiminde Marka Farkındalığı ve Mizah İçerikli Televizyon Reklamlarının Marka Farkındalığına Etkileri: Atatürk Üniversitesinde Bir Uygulama

Of the marketing communication components, advertisement is the one mostly talked about and the one with the highest expectations. Advertisement is efforts to create perception on the consumer. By the efforts to create a perception, the aim of the companies is to provide that their own brands are percepted differently in comparison to the other brands by the consumers. The point is to create brand awareness through advertisement and to affect the expectations of the consumers within the marketing communication process. The advertisement, with its story and content, remains successful as long as it keeps the brand awareness which is requested to be created in the mind of the consumer, in high level. One of the most effective methods is to use humor in commercials. In this study, the effects of television commercials with humoristic content on the brand awareness (brand famousness, brand recollection, being the first brand to be thought and control on the brand name) was investigated. For that purpose, a questionnaire was applied to the students of Ataturk University. The results of the questionnaire was evaluated and interpreted in SPSS package software and the appropriate suggestions were presented. According to the results, it was determined that television commercials with humoristic content affect the brand awareness of the consumers positively.