Reklámattitűdök elemzése faktor- és klaszteranalízissel

Abstract

The trends of media consumption have undergone a structural change since the millennium. Television has kept its leading position, while radio and print media have lost some of their importance, and, most importantly, the internet has gained a huge amount of territory very quickly. Traditional media has not been able to answer the new challenge of interactivity posed by web 2.0. This has had a great impact on the advertising market, which is the most important income source for traditional media. Several companies worldwide have reformed their marketing budget and now spend a lot more for online advertising space. In general, the income of traditional media has decreased, although the amount of this decrease varies between different media. Simultaneously with these trends, overall ad-noise is increasing, which has generated a strong negative attitude in consumers. This should force advertisers to create quality advertisements and to find alternative and innovative ways to reach consumers. However, it seems that the advertising culture of Hungary has not begun to follow international trends that aim for improved quality and more effective advertisements instead of mass production. Our aim was to discover the segments of advertising attitudes based on the online population of Hungary. This study consists the results of factor and cluster analysis. After processing the database, six final factors were established: „ad-liking”, „quality finding”, „ad awareness”, „neutrality”, „indifference” and „ad criticality”. The final clusters are „conservatives”, who spend the least time on internet; they generally prefer television. They think the most important ad element is information about healthy benefits, and most of them think packaging is very important. They don’t like the CG animations in contemporary advertisements. The „sensible advertising consumers” are active internet users who think that a good product also needs advertisement. They focus on the information provided by advertisements. „Quality seekers” are the most active internet users; they use the most advanced technical equipment. They have an inclination to innovation, and they are the cluster most aware of guerilla marketing methods. The „acceptors” think that advertisements could be used for social purposes. They state that advertisements do not influence their consuming decisions. They are average television and internet consumers. They are indecisive about new tendencies in marketing such as guerilla marketing methods. Our conclusions are, in the curse of a deliberately planned advertisement designing, the relevant information about the certain product must be in focus. The pressing need for information among the clusters certifies it. This attitude among advertisers should appear during the change of media buying habits. According to this change, it is necessary for companies to launch a targeted online campaign. During a campaign like this, the segmentation of online population must be in focus, using the presented clusters. Thus, these different target groups become available with different, properly designed campaigns referring to their interests.