Retro marketing and brand communication: A qualitative study on determining consumers' views on retro advertising

Today, with the increasing competition of brands, the strategies they implement have begun to change. Now the importance of creating an emotional connection between the brand, product and consumer has been understood and maximum consumer loyalty is aimed with this emotional connection. The structure of man, especially the structure of man in the post-modern world, moves along a line based on instant consumption and pleasure, while the concept of retro advertising aims to gain a place in minds by using the return to the junta to avoid this and be permanent. Increasing the craving for the old has been the biggest advantage of retro advertising. Brands now aim to leave a positive image on the consumer by connecting with the past, and this image creates an emotional connection between them and the consumer. In particular, retro ads that handle the sense of 'intimacy' in the most beautiful way are very effective in attracting people's attention and mobilizing them. Brands add retro elements to ads that are easily accessible to the consumer and offer their products or services with a different strategy. As a result of consumer buying behavior, retro ads combined with brand communication eliminate the longing for the past for adults and the curiosity of the past for minors. In this study, both the cognitive, emotional and behavioral levels of Generation Y and Z related to retro ads were measured and their thoughts were reached in ad-specific. In the emotions and thoughts associated with Retro ads, sometimes the generational effect manifests itself, while sometimes different factors have caused emotions and thoughts to form. In terms of the elements added to the ad, it was found that local elements were much more liked and adopted by the consumer in retro ads. As a result of consumer opinions received in the focus group interview, it is possible to say that retro advertising contributes positively to the brand image. But retro ads alone are not enough to make this image sustainable. Elements added to Retro ads, the story of the ad, the style of processing and details reflecting the period are important to the consumer. Brands that will advertise Retro should stick to their message through these ads, be transparent, and meet the expectation of their products and services.