{"id":168,"date":"2004-03-09T13:39:39","date_gmt":"2004-03-09T19:39:39","guid":{"rendered":""},"modified":"2016-10-14T11:42:27","modified_gmt":"2016-10-14T16:42:27","slug":"the-usage-of-the-sports-image-in-advertising-sector-in-selected-turkish-television-channels","status":"publish","type":"post","link":"https:\/\/thesportjournal.org\/article\/the-usage-of-the-sports-image-in-advertising-sector-in-selected-turkish-television-channels\/","title":{"rendered":"The Usage of the Sports Image in Advertising Sector in Selected Turkish Television Channels"},"content":{"rendered":"
Submitted by: Hakan Sunay, PhD. & Velittin Balci, PhD.<\/div>\n

ABSTRACT<\/h2>\n

This research was made to assess the relationship between advertisements
\non marketing sports products on Turkish television channels and sports
\nimages on the basis of products, and to get information on the tendencies
\nof onlookers of sports products through strengthening onlookers\u2019
\nsports images and remembering them later by analyzing advertisements.
\nThis research was made to determine how often sports images are used in
\nthe advertisement sector and the impact of sports in advertisements.<\/p>\n

<\/p>\n

The universe of the research was the first four most watched television
\nchannels according to the reports of AGB (Research Improvement and Information)
\nin June, 2001. These channels were Show TV, Channel D, Star TV, TRT 1
\n(Turkish Radio and Television). In this research, the books and researches
\non sports management and advertising, the total durations of advertisements
\non related channels and the ratios of sports images used in advertisements
\nwere studied. All the advertisements broadcast between 09.00-21.00 hours
\nfor one week on each of these four most watched channels were studied,
\nand the results were shown in graphics and tables.<\/p>\n

Observation method was used to determine the results of the research.
\n\u2018SPSS\u2019 statistics programmer was used for the statistical
\nanalysis of this research. Frequency and percentage techniques were used
\nto determine the results.<\/p>\n

In conclusion, this research showed that the advertisements including
\nsports image were broadcast more than the others, and advertisement producers
\nshowed a great deal of interest in sports images. Sports concept is used
\nas on important tool in advertisement, marketing and image in advertisements
\nbroadcast on Turkish television channels studied in this research.<\/p>\n

INTRODUCTION <\/strong><\/h2>\n

Sport is one of the most important social concepts. Many companies use
\nsports as tool to its popularity. The companies producing sports equipment
\nand private sports clubs are the examples using sports. They turn the
\nProfessional sportsmen into stars and give the image that equipment used
\nby such sportsmen supports their success. As a result, the equipment produced
\nby them sells very easily. Today, many companies like banks, construction
\ncompanies not related to sports use sports as images (Zeki,1998). For
\ninstance, a private bank can use marathon runners as an image to emphasize
\nthat this bank is forward.<\/p>\n

In our century, sports is in a process that interfered a lot in marketing
\nand its industrialization. Advertisements make sports more popular. All
\nthe organizations hoping for profit use concepts like arts and sports
\nto introduce themselves (\u00dcnsal,1994). This is the basic factor in sport
\nimage. Sports image can be used in various types in society. The basic
\nobjective of advertisements is to become part of success, and to be remembered
\nwith this image (Zeki,1998). A winner in the Olympic Games in remembered
\nby the name of the sponsor company tries to become part of sportsmen\u2019s
\nsuccess. The objective is to remembered and to be well known.<\/p>\n

The reason for the popularity of football and basketball is the popular
\nsport images. Companies can be popular using star sportsmen and sport
\nimage. Sports equipment producers work with famous sportsmen. Sport images
\noften used in textile, food, transportation and popular sportsmen are
\nremembered with such companies(Kocaba\u015f, 2001).<\/p>\n

Advertisement etiquettes used in sports and product introduction are
\n(Bir,1988);<\/p>\n

    \n
  • Advertisement is a guide for consumers. It gives information on new
    \nproducts.<\/li>\n
  • Advertisement decreases distribution costs and helps retail sellers.<\/li>\n
  • Advertisement encourage competition, and increases the amount and
    \nquality of production.<\/li>\n
  • Increases in production and sale amounts helps prices go down.<\/li>\n
  • Advertisement makes communication tools independent.<\/li>\n<\/ul>\n

    In this study, the visage type, frequency, and effect of sports image
    \nin product presentations in advertisements on Turkish Television is analyzed.<\/p>\n

    MATERIAL AND METHOD <\/strong><\/h2>\n

    The universe of this research is the Turkish Television channels. These
    \nchannels are Show TV, Channel D, Star TV, TRT 1, the most watched 4 channels
    \naccording to the reports of AGB (Research, improvement and information:
    \nAGB Group,2001). All the advertisements on these channels were watched
    \nand studied for one week between 09:00-21:00 hrs. And the results are
    \nshown in table as 1. Pre-program watching 2. During program watching.<\/p>\n

    Pre-program advertisement are 7-10 minutes and this variation is due
    \nto Prime Time programs. During programs advertisements last 3-4 minutes.
    \nThe intervals of programs can change 2 or 3 times. The duration of advertisement
    \nwithin the programs is 6-9 minutes. According to AGB reports the total
    \nadvertisement duration is 28 hrs. a week and 4 hrs a day in Show TV, Channel
    \nD, Star TV, TRT 1. the first for channels in june 2001 and their percentages
    \nare as shown:<\/p>\n

    Show TV 21%
    \nChannel D 20%
    \nStar TV 19%
    \nTRT 1 17%
    \nOthers 23%<\/p><\/blockquote>\n

    While collecting data, necessary information were found in documents.
    \nEach of the four most watched channels were studied for one week and the
    \nresults were sown in graphics.<\/p>\n

    The reason to watch every channel separately is that advertisements start
    \nand finish at the same hours.<\/p>\n

    The ratio and distribution of advertisements containing sports image
    \nwere shown in percentages. SPPS statistics program was used for the statistical
    \nanalysis of this research.<\/p>\n

    FINDING AND COMMENTS <\/strong><\/h2>\n

    The results and comments on the relationship between advertisement and
    \nsports image in the most watched channels in June according to AGB reports
    \nare shown below.<\/p>\n

    Table-1: Daily and weekly amount of all the advertisements broadcast in
    \nall the channels.<\/p>\n\n\n\n\n\n
    Duration <\/strong><\/td>\n Total broadcast Time (hrs) <\/strong><\/td>\n Total broadcast Time (hrs) <\/strong><\/td>\n Advertisement Time (hrs) <\/strong><\/td>\n Total advertisement percentage <\/strong><\/td>\n<\/tr>\n
    Daily<\/td>\n48<\/td>\n100<\/td>\n4<\/td>\n12<\/td>\n<\/tr>\n
    Weekly<\/td>\n336<\/td>\n100<\/td>\n28<\/td>\n12<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    These tables show total weekly and daily broadcasts of television channels
    \nand the amount of advertisement in these broadcasts. The total amount
    \nof hours is very high. However, this amount shows that companies made
    \nbig investments in advertisements.<\/p>\n

    Graphic-1: The frequency of subjects in all the
    \nadvertisements broadcast in all channels
    \n\"Graphic
    \nThe reason for the high ratio of food, textile and bank advertisements
    \nis that they are the basic necessities sports image is used in all the
    \nadvertisements for them to be remembered.<\/p>\n

    Table -2 : Daily and weekly advertisement ratio of sports image used in advertisement in all the channels.<\/p>\n\n\n\n\n\n
    Duration <\/strong><\/td>\nTotal broadcast minutes <\/strong><\/td>\nTotal advertisement percentage <\/strong><\/td>\nAdvertisement broadcast minutes <\/strong><\/td>\nSports \u0130mage percentage used <\/strong><\/td>\n<\/tr>\n
    Daily<\/td>\n175<\/td>\n100<\/td>\n65<\/td>\n37<\/td>\n<\/tr>\n
    Weekly<\/td>\n1225<\/td>\n100<\/td>\n455<\/td>\n37<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    According to these graphics and tables, the ratio of advertisements containing
    \nsports image is very high among the other advertisements. In this table,
    \nthe high amount of advertisements containing sports image in other advertisements
    \nare shown. The high frequency of the usage of sports image shows that
    \nadvertisement companies prefer it to affect people.<\/p>\n

    DISCUSSION AND RESULTS <\/strong><\/h2>\n

    According to our research, the advertisements containing sports image
    \nare very high. Sport concepts affects a lot of people and sports \u0131mage
    \ncan be used everywhere. The high number of products are variety in advertisement
    \nsector lead to usage of sports image . advertisement companies combine
    \nevery event and concept with sport.<\/p>\n

    Advertisement producers prefer sports image according to this research.
    \nSport image is the highest among the other images. Advertisements makers
    \nuse sports image because it is a concept affecting people. Sports image
    \nhas become a tool to affect people. Advertisements makers use Professional
    \nsportsmen to affect young people so that they can sell their products
    \neasily.<\/p>\n

    Sport image can be used frequently in advertisements because sport affect
    \npeople in various directions. Sports can be the symbol of many subjects
    \n(\u00dcnsal, 1994).<\/p>\n

    People may like sports more through sport image. Production companies
    \nuse sports image to sell their products, however, they let people like
    \nsport more. Companies should employ people who enough information on sports.<\/p>\n

    Sports influences many people. It is observed that advertisements containing
    \nsports image has been increasing. Company owners prefer using sports image
    \nmore (Zeki,1998).<\/p>\n

    In this research, popular sports branches and popular sportsmen are
    \npreferred in advertisements containing sport image. For instance, football
    \nimage is used many advertisements. Because football is a very popular
    \nbranch of sport. Either a famous footballer is used or popular brand is
    \nused with football image in advertisements. If other branches become popular,
    \nadvertisement subjects can be more various.<\/p>\n

    The images of less popular sports branches can be used so people can
    \nbe interested in various sport branches.<\/p>\n

    REFERENCES <\/strong><\/h2>\n
      \n
    1. AGB Group<\/strong>, (2001),(TAM- Television Audience Measurement) Haziran,
      \n2001 kay\u0131tlar\u0131.<\/li>\n
    2. Bir, A.;<\/strong> (1988), Reklam\u0131n G\u00fcc\u00fc, Bilgi Bas\u0131m, \u0130stanbul,<\/li>\n
    3. Kocaba\u015f, F; Elden, M.,<\/strong> (2001), Reklamlar, Kavramlar, Kararlar,
      \nKurumlar, \u0130leti\u015fim Yay\u0131nlar\u0131, \u0130stanbul,<\/li>\n
    4. \u00dcnsal; Y. <\/strong>; (1984), Bilimsel Reklam ve Pazarlamadaki Yeri,
      \nT\u0130V\u0130; Bas\u0131mevi, \u0130stanbul,<\/li>\n
    5. Zeki, A.; <\/strong>(1998), Reklam ve \u0130majlar\u0131, Bili\u015fim
      \nYay\u0131nlar\u0131, Ankara,<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"
      Submitted by: Hakan Sunay, PhD. & Velittin Balci, PhD.<\/div>\n

      ABSTRACT <\/h2>\n

      This research was made to assess the relationship between advertisements
      \n on marketing sports products on Turkish television channels and sports
      \n images on the basis of products, and to get information on the tendencies
      \n of onlookers of sports products through strengthening onlookers’
      \n sports images and remembering them later by analyzing advertisements.
      \n This research was made to determine how often sports images are used in
      \n the advertisement sector and the impact of sports in advertisements. <\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_options":[]},"categories":[290,291,296],"tags":[60,8,31,61],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p4btio-2I","jetpack-related-posts":[{"id":162,"url":"https:\/\/thesportjournal.org\/article\/the-changing-role-of-local-television-sports\/","url_meta":{"origin":168,"position":0},"title":"The Changing Role of Local Television Sports","date":"January 7, 2004","format":false,"excerpt":"Submitted by: Dr. Brad Schultz & Mary Lou Sheffer Abstract A study was conducted to assess how the sports segment within the local television newscast is changing. 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