A study on the perception of messages in corporate advertisement films: İş Bankası "We Are 99 Years Old Today!" case

In today's intensely competitive environment, institutions give priority to corporate advertising activities in order to improve their brand image, as well as product-oriented advertising activities. With these campaigns carried out in this context, institutions try to position the corporate brand, corporate culture, corporate identity and corporate images in the minds of the target audience in accordance with the expectations in line with their corporate marketing goals. The aim of this study is to investigate how the messages and stories in İşbank's, which was founded in 1924 right after the proclamation of the Republic and is the first national bank, anniversary advertisements are perceived by the target audience and their impact on consumer preferences. For this reason, İşbank's 99th Anniversary advertisement said "We Are 99 Years Old Today!" has been selected. Exploratory design model, one of the mixed research methods, was used in the study. Firstly, in the qualitative dimension of the research, data on how the messages contained in the commercial were perceived by the audience were collected by one-on-one interviews with 10 people and than, a survey was used. Data collected from 111 participants were analyzed with SPSS 29. The findings of the research revealed that İşbank's anniversary advertisement enabled individuals to have a better perception of the institution, which positively affected brand attitude. However, these advertisements appear to have a very limited effect on purchase intention.