The attitude of consumers toward virtual advertisements and an application

The effect of globalization, the improvement of the economical status and development of technology increases the number of the product at the market and the quality of service. Advertisements are the key tools that the companies use to survive in this hugely competitive market. However, it became very challenging to attract consumers? attention since there is a steep increase in the number of commercials. One of the new methods that the companies come up with is the virtual advertising which is digitally added on the vision after shooting the program itself. The goal in this research is to evaluate the consumers? attitude toward the virtual advertising, which is a new method that is developed after loss of interest in old TV commercials, the constraints applied on these commercials by RTUK, and unpreventable zapping. For this purpose, consumers? TV watching, radio listening, book reading habits have been investigated through the research. More over, the role of demographic properties in the attitude toward the virtual advertising has taken under consideration. Consumers were made to fill in the questionnaires to find answers to these questions. As a result, it is concluded that the consumers are not favoring the virtual advertisements, and they believe that virtual advertising is highly inconvenient. However, it is also shown that the answers vary due to age and education status or how often the consumers use internet or TV. Interestingly, female consumers find it more eligible than males. To sum up, virtual advertisement can be recommended only if it is used in moderate numbers and placed correctly within shows in a way that would not bother the audience. In addition, virtual advertisements could be even more useful if used during the sport events other than TV shows and series. Since the aim of the virtual advertising is to create a positive and constant communication and increase the sales, inappropriate usage of them could lead into a dilemma where they would receive negative feedback. Therefore, it is strongly recommended that virtual advertisements should be used with proper advertising strategies. Keywords : Advertisement, Virtual Advertisement, New Advertising Methods, Marketing Communication, Promotion Mix Elements