ADVERTISING STRATEGY OF TOGG BRAND: AN EMPIRICAL STUDY FROM CONSUMER INSIGHT TO TVC FORECASTING

Abstract

Turkey's Automobile Enterprise Group Industry and Trade Inc., one of the domestic and national projects implemented by our country in order to gain full economic independence, is the subject of this study, advertising creative strategy and consumer insight research after the launch of the electric and smart device car models of the TOGG brand in the world and in Turkey and before the presentation for sale in the automotive sector. In this context, the research is important as it tries to predict the TV commercial (TVC) movie that will be produced with the focus of consumer insight, which can form the core of the creative strategic approach, within the scope of the marketing communication campaign of the TOGG brand C segment SUV electric and smart device car model, with Artificial Neural Network analysis. Therefore, the main problem of the research is the question of "what can be said" and "how can be said" in the consumer insight-oriented advertising creative strategic approach of the C segment SUV model of the TOGG brand electric and smart device car. Methodologically, an empirical study was carried out in the quantitative research method and survey technique pattern, and Artificial Neural Network analysis was performed in the SPSS 25 package statistical program to the raw quantitative data set collected in order to determine the advertising creative strategy and application style in the focus of the insights of individuals for the TOGG C-SUV model. The results of the Artificial Neural Network analysis of the research show that the informational content of the TV commercial (TVC) film, which will be produced with the creative strategic approach and creative application of the TOGG C-SUV electric and smart device car, focused on consumer insight, in the context of the ethnocentric tendencies related to the meaning in the minds of individuals, domestic and national emotional fantasy. The fact that it will be presented in a storytelling format predicts that an impressive TV commercial (TVC) film can be produced that will increase the low level of consciousness by interpreting the advertisement it in line with the affective and cognitive mental maps of the individuals.