An evaluation of used objects in bank TV commercials in Ramadan

Abstract

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.

Islamic marketing: A literature review and research agenda

“…Quality information and strong relationships among different stakeholders assist companies in implementing marketing strategies (El‐Omari, 2019; Haq, 2014). However, IM strategies may vary depending upon the type of customers and time; for example, for conservative segments of customers, Islamic taboos and woman clothing need to be considered carefully to develop communication strategies (Cader, 2015); the religious identity, consumer cosmopolitan, consumer ethnocentrism and national identity influences the behaviour of non‐Muslim consumers and should be considered carefully in developing marketing strategies for them (Wilkins et al., 2019); during Ramadan, Muslim consumers become more responsive to religious cues; and using religious objects in TV commercials becomes an useful marketing strategy (Aydin & Hasiloglu, 2019).…”

“…IM marketing strategies and practices were discussed by a number of researchers from different perspectives, including IM practices to Muslim and non‐Muslim customers, international IM and CSR practices within IM (Abdul‐Talib & Abd‐Razak, 2013; Alserhan, 2010a; Arham, 2010; Aydin & Hasiloglu, 2019; Diandri, 2019; Halkias, 2013; Wilkins et al., 2019). Determining and measuring the level of compliance with shariah principles are the cores for assessing whether a particular business is Islamic or not.…”

What drives Muslim Malaysian consumers’ general attitude towards religious advertising?

“…In Islamic countries, there is always an increase in religious advertising in the month of Ramadan when Muslims fast and pray to God conscientiously. During such times, consumers show an increased commitment to religion and are more susceptible to religious advertising (Aydin and Hasiloglu, 2019; Taylor et al , 2010). As during the periods of religious significance consumers are more inclined to make decisions under the influence of religious teachings, firms use religious advertising to promote their brands.…”

Instrument validation of the consumers’ religio-spiritual insights in context of advertising during religious festivals

“…Consumers' attitude has been widely studied in the context of Theory of Reasoned Action (TRA) (Aji and Dharmmesta, 2019;Ajzen et al, 1980;Cartwright et al, 2016;Noor et al, 2013;Ramish et al, 2019). Consumers' attitude toward advertising is influenced when TV commercials contain "unnecessary" entertainment, "inappropriate casting" of celebrities with less credibility, "cluttered" Information, "phony claims" related to good for economy (Aaker and Bruzzone, 1985;Aydin and Hasiloglu, 2019;Aydın, 2016;Ducoffe, 1995) and "annoying content" increasing consumers' Irritation (Brandsynario, 2017).…”