An evaluation of used objects in bank TV commercials in Ramadan

• Published in: Journal of Islamic marketing 2019-11, Vol.10 (4), p.1219-1229
• Main Authors: Aydin, Oguzhan, Hasiloglu, Selcuk Burak
• Format: Article
• Language: English
• Subjects: Consumer behavior; Consumers; Consumption; Culture; Decision making; Fuzzy sets; Gender; Marketing; Muslims; Ramadan; Religion; Television advertising; Values
• ISSN: 1759-0833; 1759-0841
• DOI: 10.1108/JIMA-05-2018-0093

Purpose The purpose of this study is to find the most effective objects used in Ramadan TV ads of banks operated in Turkey and to determine superiority of the objects among these ads. Design/methodology/approach This research examines used objects in bank TV advertisements for the month of Ramadan by applying content analysis and fuzzy logic method. Findings The most prominent of the findings, as a result of the research, are kids and the elder objects in bank TV commercials. The research findings also reveal the importance of religious objects of Ramadan ads. Research limitations/implications The limitation of this research is non-generalization of the results because of sample size. Future research could explore the impact of objects used in TV ads on consumers with a larger sample size. Practical implications The banks are eager to look for opportunities by launching campaigns during the period of Ramadan. Special occasions such as religious holidays are seen as a new market that should not to be missed by the finance sector, and therefore, the number of bank TV commercials increase dramatically in this term. However, it is important for banks to know which objects are more effective. In this study, it is revealed that objects used in TV ads are more effective. Originality/value This is the first study to examine bank TV commercials during the period of Ramadan. It is also important to reflect Turkish consumers’ perspective and banks’ promotion activities in a Muslim country.