COMPARATIVE ANALYSIS OF TV AND INTERNET ADVERTISEMENTS IN BRAND COMPETITIONS

Abstract

Advertising is accepted as one of the effective marketing communications in presenting products and services to the consumer. Firms benefit from advertising to transfer the goods and services produced to consumers. Today, advertising companies emphasize the brand identity of their products in a highly competitive environment. In people's minds, each brand has a different value judgment. Consumers' interest in purchasing is shaped according to these value judgments. The defining point of the brands is that they are distinctive from other brands. By looking at the brand, the consumer provides the opportunity to benefit from the brand based on the quality of the product and the possibility of meeting their expectations. Through brand identity, advertising firms can extend their sustainability and succeed in satisfying and even changing consumer tastes. One of the most important factors that bring brand value to the fore is advertisements. The advertisements that consumers are most interested in are television advertisements and internet advertisements that have become more popular in recent years. It is seen that new, different and more creative advertisements attract attention day by day. Although companies or brands that take this attention of consumers use different types of advertising, they aim to increase brand value, permanence, and brand sales by attracting the attention of the consumer, especially by applying to direct or indirect comparative advertisements, which have become the "brand war" of big brands, in other words, brand competition in recent years. They aim. The most striking point of comparative advertising is that the information included in the advertisement must be concrete, measurable and non-manipulated information. In this study, primarily the brand, brand identity, brand positioning, definition and history of advertising, the concept of advertising as a marketing tool and types of advertising are mentioned. Afterwards, the concept and history of comparative advertising, which is the main subject of our study, comparative advertising classification, strengths and weaknesses of comparative advertising are mentioned. At the end of our study, comparative advertising analyzes of famous advertising brands are included.