Examining traditional display advertisement and advertorial according to advertisement and advertised product perception based on factor analysis

OKUMUŞ A., Cetinturk N., Cetin E.

ISTANBUL UNIVERSITY JOURNAL OF THE SCHOOL OF BUSINESS, vol.40, no.2, pp.176-194, 2011 (ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 40 Issue: 2
  • Publication Date: 2011
  • Journal Indexes: Emerging Sources Citation Index (ESCI), TR DİZİN (ULAKBİM)
  • Page Numbers: pp.176-194
  • Istanbul University Affiliated: Yes


Firms are trying to reach consumers with different advertisement applications for purpose of to give information, remind and convince customers. Traditional advertisement and advertorial which aim to increase reliability and convince of people found themselves with different publishing channels. This research examines the dimensions of two different types of advertisement and the differences between them. Both for exploring active elements and essentials of marketing and an advertising; important part of it, and publisher - ad agency - media relationship and their association for choosing the right advertisement channel process. According to data gathered with systematic sampling method from 814 respondents and factor analysis applied, important differences acquired between two types of advertisement. These differences related with parameters of advertorial which explains all possible product information, benefit and usage opportunities. In traditional advertisement, there are more attractive elements, visually and less information about product. It means consumer. s persuasion will be generated after the usage of product, so this persuasion percept "Rational Benefit". In advertorial, "Healthy", "Quality" and "Economic" seems as rational benefits. In traditional advertisement, there is no Economic variable. This situation explains price perception difference between two types of advertisement.