Hye all. Now I want to update my blog. Ok for your information, this is the last task in this blog.Hohoho...After this maybe I seldom update this blog. Huhuhu...
Before this I have mention that I change my topic research. So I focus on credibility factors of product. My lecturer want me to judge a research study in any article. So, I choose this:
Title: The credibility of advertising vs publicity for new FMCGs in Turkey.
Author: Serra İnci Çelebi, Public Relations and Advertising Department, Faculty of Communication and Media Studies, Eastern Mediterranean University, Famagusta, Turkey The purpose of this study is to investigate the credibility of advertising vs publicity; to examine the credibility of advertising including a promotional endorser (APE) and publicity including a promotional endorser (PPE); to compare the credibility of advertising across the different demographic segments; and to explore the important factors affecting consumers' shopping considerations of new fast moving consumer goods (FMCGs) in Turkey.
For methodology, this data was gathered by a telephone survey from a respondents wanted to participate from three of Turkey's largest cities, İstanbul, Ankara, and İzmir.
For methodology, this data was gathered by a telephone survey from a respondents wanted to participate from three of Turkey's largest cities, İstanbul, Ankara, and İzmir.
Beside that, for announcing new FMCGs in Turkey, advertising was found to be more credible by the participants with higher income. Respondents' shopping decisions of new FMCGs were affected by price and quality more than the other factors. Consumers tended to rely on publicity more than advertising; more than APE; and more than PPE. They also tended to count PPE more credible than APE.
Lastly, the result is would be appropriate for advertising managers, who wish to market to Turkey, to consider recipients' income levels in regard to the credibility of advertising for new FMCGs. It is also important to note for international companies that price and quality play a major role on Turkish consumers' shopping decisions of new FMCGs among the other factors including experiments, organizational trust, and word-of-mouth.
Lastly, the result is would be appropriate for advertising managers, who wish to market to Turkey, to consider recipients' income levels in regard to the credibility of advertising for new FMCGs. It is also important to note for international companies that price and quality play a major role on Turkish consumers' shopping decisions of new FMCGs among the other factors including experiments, organizational trust, and word-of-mouth.
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