Research Article
Advertising Versus Ad Blocking Programms: How Consumer Response?
Year 2019, Volume , Issue 30, 117 - 145, 26.06.2019Abstract
As a result of the lack of control in mobile and online advertisements, consumer interest and trust in advertisements have decreased. The emergence of a variety of methods, such as Smart TV, ad blocking programs, has become a new solution for consumers trying to escape from advertising. Ad blocking programs (REP) are those programs that prevent encountering various advertisement applications, thanks to an add-on or an application. It is important to find out how much knowledge the consumers have and how their attitudes and behavioral tendencies are about the applications that can be easily installed on phones and computers for the internet advertising stakeholders and academics. Because these applications, whose level of use is rapidly increasing, threaten the media and advertising sector that advertising is the source of their income. So the aim of this study is to reveal the consumers' knowledge, attitudes and behaviors towards REP. A questionnaire was applied to the participants that are internet users and chosen by using objective-oriented sampling method. As a result of the study, it was determined that the participants did not have sufficient knowledge about REP and showed positive attitude and behavior tendencies when they were informed.
Keywords
Ad blocking programs, advertising, information level, attitude
References
- Bhat, F. (Ağustos, 2015). Ad Blocking’s Unintended Consequences. Harward Business Review. Erişim 13.06.2018, https://hbr.org/2015/08/ad-blockings-unintended-consequences.Blanchfield, S. (Şubat, 2017). The State of the Blocked Web: 2017 Global Adblock Report Erişim 13.06.2018, https://pagefair.com/downloads/2017/01/PageFair-2017-Adblock-Report.pdf. Block shock; Online Advertising. Economist, (Haziran, 2015),59. Erişim 14.06.2018. https://www.economist.com/business/2015/06/04/block-shock.Brackett, L. K., ve Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23-32.Cassidy, R. (2017). A How to Guide to Ad Blocking. Erişim 25.06.2017, https://blog.getadblock.com/a-how-to-guide-to-ad-blocking-be452ed5ed6fCho, C. ve Cheon, H.J. (2004). Why Do People Avoid Advertising on the Internet?. Journal of Advertising, 33(4), 89–97.Demirel, F. (Nisan 2017). Türkiye’de Reklam Engelleyici Yazılım Kullanımı Ne Durumda? [Rapor]. Erişim 14.06.2018, https://webrazzi.com/2017/04/21/turkiyede-reklam-engelleyici-yazilim-kullanimi-ne-durumda-rapor/.Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), 21–35.Edwards, S.M.; Li, H.&Lee, J.H.(2002). Forced Exposure and Psychological Reactance. Journal of Advertising, 31(3), 83-95.Gandham, M. (Ocak, 2016). Adblocking: A Primer. Erişim 16.06.2018, https://techcrunch.com/2016/01/16/ad-blocking-a-primer/.Gee, J. (Haziran 2017). Why Marketers Should Be More Worried About Apple Than Google When It Comes to Ad Blocking. Erişim 18.06.2018, https://www.marketingweek.com/2017/06/30/google-apple-push-adblocking-formats-marketers-worried/.Golbal Web Index. (2017). How Publishers Should Respond to Ad-Blocking. Erişim 01.07.2018, https://blog.globalwebindex.com/marketing/adblocking-2017/.Field, P. (2016). Why We Should Welcome Ad Blocking. Market Leader, Quarter 3. Erişim 21.06.2018,https://www.warc.com/content/paywall/article/mkt/why_we_should_welcome_ad_blocking/107916.Hair, J.F.Jr., Anderson, R.E., Tahtam, R.L. & Black, W.C. (1995). Multivariate Data Analysis with Readings. New Jersey: Prentice Hall Inc.IAB Türkiye. (Ekim 2018). Erişim 15. 10.2018, https://www.iabturkiye.org/iab-2018-ilk-yari-dijital-reklam-yatirimlari-aciklandi.IAB Türkiye. (Mayıs 2017). Dijital Reklamın Ekonomiye Katkısı Raporu. Erişim 15.06.2018, https://www.iabturkiye.org/UploadFiles/Reports/IAB%20Turkiye_DREK05072017164528.pdfIAB. (Eylül 2014). Ad Blocking: Consumer Views and Usage. Erisim 22.06.2018, https://www.iab.com/wp-content/uploads/2015/11/AD-BLOCKING-2014.pdfJasek, W. (Mayıs, 2018). Ad blocking threats and opportunities. Erişim 03.07.2018, https://nzbusiness.co.nz/article/ad-blocking-threats-and-opportunities-smbsKelly, L.; Kerr, G.&Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising, 10(2), 16-27. Erişim 17.06.2018, https://www.tandfonline.com/doi/pdf/10.1080/15252019.2010.10722167?needAccess=trueKöroğlu, O.(2012). İnternet Reklamlarının Engellenmesinde Kullanıcı, Reklamcı ve Online İçerik Üreticilerin Algısı Üzerine İncelemesi. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 42, 75-90.Kurt, R. (2015). İstenmeyen Reklamları Engellemek Daha Maliyetli. Erişim 21.06.2018, http://www.resulkurt.com/?haber,18805.Lai, M. ve Huang, Y.S. (2011). Can learning theoretical approaches illuminate the ways in which advertising games effect attitude, recall and purchase intention. International Journal of Electronic Business Management, 9(4), 368-380. Erişim 22.06.2018, https://pdfs.semanticscholar.org/b293/3626c0c13a96bdd2dd77114bcf765045c279.pdfMcStay, A. (2010) A Qualitative Approach to Understanding Audience’s Perceptions of Creativity in Online Advertising. The Qualitative Report, 15: 1, 37-58Mehta,A.& Sivadas, E.(1995). Direct marketing on the Internet: An Empirical Assessment of Consumer Attitudes. Journal of Direct Marketing, 9(3), 21-32.Mittal, B. (1994). Public Assessment of TV Advertising: Faint Praise and Harsh Criticism. Journal of Advertising Research, January/February, 35–53.PageFair ve Adobe. (Şubat, 2017). 2017 Adblock Report. Erişim 21.06.2018, https://pagefair.com/blog/2017/adblockreport/PageFair ve Adobe. (2015). The Cost of AdBlocking. Erişim 21.06.2018, https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdfPalant, W. (Aralık 2011). Adblock Plus and More. Erişim 01.07.2018, https://adblockplus.org/blog/adblock-plus-user-survey-results-part-3.Searls, D. (2017). The End of Internet Advertising As We’ve Known It. MIT Technology Review, 119(1), 76-79. Erişim 02.07.2018, https://www.technologyreview.com/s/544371/the-end-of-internet-advertising-as-weve-known-it/Southern, L. (Haziran 2018). Don’t Forget About Ad Blocking: Lost Revenue to UK Publishers Rises to £630,000 A Year. Erişim 29.08.2018, https://digiday.com/media/dont-forget-ad-blocking-lost-revenue-uk-publishers-rises-63000-year/.Sullivan, L. (Ekim, 2017). U.S. Publishers: $15.8B Annual Revenue Lost To Ad Blocking. Erişim 04.07.2018, https://www.mediapost.com/publications/article/308814/us-publishers-158bannual-revenue-lost-to-ad.html. Statista. (2017). Statistics and Facts About Ad blocking. Erişim 05.07.2018, https://www.statista.com/topics/3201/ad-blocking/TechInside. (Eylül 2016). Dijital Reklam Sektörünün Geleceği Reklam Engellemede Yatıyor. Erişim 02.07.2018, https://www.techinside.com/dijital-reklam-sektorunun-gelecegi-reklam-engellemede-yatiyor/Tsang, M.M, Ho, S.&Liang, T. (2014). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65-78. Wolin, L. D., Korgaonkar, P., ve Lund, D. (2002). Beliefs, attitudes and behaviour towards Web advertising. International Journal of Advertising, 21(1), 87-113.http://www.wordpresshocasi.com/wordpress-adblock-kullanicilarini-nasil-algilar/, Kasım 2017, Erişim 24.06.2018.https://webrazzi.com/2018/01/26/google-reklam-engelleme/, Erişim 29.06.2018.https://www.cnnturk.com/teknoloji/reklam-engelleyen-adblock-kendi-reklam-agini-kuruyor, Erişim 02.07.2018.
BANNIÈRE PUBLICITAIRE vs. LES PROGRAMMES DE BLOCAGE: COMMENT LES CONSOMMATEURS RÉAGISSENT?
Year 2019, Volume , Issue 30, 117 - 145, 26.06.2019Abstract
En raison de la
publicité non contrôlée sur internet, les consommateurs ont perdu confiance et
n’y portent aucun intérêt. L’émergence des nouvelles Technologies comme
les télévisions connectées ou les écrans intelligents ou encore les
différents programmes de blocage des bannières publicitaires, appelés aussi
“pop up”, sont les parades qu’adoptent les consommateurs afin de palier à ces
publicités envahissantes. Ces moyens anti-pub, peuvent être facilement
installés sur les smartphones ou les ordinateurs. Même les navigateurs et
moteurs de recherches proposent d’activer ou de désactiver ces bloqueurs de
publicités via des boutons ou des interfaces préalablement installés. Ces
publicités abusives, sont en réalité une source financière pour les médias,
menaçant progressivement la publicité ordinaire sous forme d’affiches dans la rue,
dans les brochures et autres catalogues en papier.
L’objectif de cette étude est de nous éclairer sur la manière d’utiliser ces
"anti “pop up” et les différents moyens employés par les consommateurs
pour éviter ce matraquage publicitaire sur internet. Le questionnaire utilisé
ici, est fondé sur la méthode de l’échantillonnage, basée sur un fragment
choisi parmi les internautes, car aucune étude officielle ni recherche
approfondie n’a été effectuée par l’État. Ce dernier ne possède pas
d’informations ou de renseignements concernant ce sujet, ne dispose d’aucun
niveau de connaissance, et ne peut dans ce cas nous renseigner de façon réelle
sur les différents comportements des consommateurs, ainsi que leurs attitudes
vis à vis de ces tendances à bloquer toutes ces bannières publicitaires envahissant
son espace sur internet.
References
- Bhat, F. (Ağustos, 2015). Ad Blocking’s Unintended Consequences. Harward Business Review. Erişim 13.06.2018, https://hbr.org/2015/08/ad-blockings-unintended-consequences.Blanchfield, S. (Şubat, 2017). The State of the Blocked Web: 2017 Global Adblock Report Erişim 13.06.2018, https://pagefair.com/downloads/2017/01/PageFair-2017-Adblock-Report.pdf. Block shock; Online Advertising. Economist, (Haziran, 2015),59. Erişim 14.06.2018. https://www.economist.com/business/2015/06/04/block-shock.Brackett, L. K., ve Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23-32.Cassidy, R. (2017). A How to Guide to Ad Blocking. Erişim 25.06.2017, https://blog.getadblock.com/a-how-to-guide-to-ad-blocking-be452ed5ed6fCho, C. ve Cheon, H.J. (2004). Why Do People Avoid Advertising on the Internet?. Journal of Advertising, 33(4), 89–97.Demirel, F. (Nisan 2017). Türkiye’de Reklam Engelleyici Yazılım Kullanımı Ne Durumda? [Rapor]. Erişim 14.06.2018, https://webrazzi.com/2017/04/21/turkiyede-reklam-engelleyici-yazilim-kullanimi-ne-durumda-rapor/.Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), 21–35.Edwards, S.M.; Li, H.&Lee, J.H.(2002). Forced Exposure and Psychological Reactance. Journal of Advertising, 31(3), 83-95.Gandham, M. (Ocak, 2016). Adblocking: A Primer. Erişim 16.06.2018, https://techcrunch.com/2016/01/16/ad-blocking-a-primer/.Gee, J. (Haziran 2017). Why Marketers Should Be More Worried About Apple Than Google When It Comes to Ad Blocking. Erişim 18.06.2018, https://www.marketingweek.com/2017/06/30/google-apple-push-adblocking-formats-marketers-worried/.Golbal Web Index. (2017). How Publishers Should Respond to Ad-Blocking. Erişim 01.07.2018, https://blog.globalwebindex.com/marketing/adblocking-2017/.Field, P. (2016). Why We Should Welcome Ad Blocking. Market Leader, Quarter 3. Erişim 21.06.2018,https://www.warc.com/content/paywall/article/mkt/why_we_should_welcome_ad_blocking/107916.Hair, J.F.Jr., Anderson, R.E., Tahtam, R.L. & Black, W.C. (1995). Multivariate Data Analysis with Readings. New Jersey: Prentice Hall Inc.IAB Türkiye. (Ekim 2018). Erişim 15. 10.2018, https://www.iabturkiye.org/iab-2018-ilk-yari-dijital-reklam-yatirimlari-aciklandi.IAB Türkiye. (Mayıs 2017). Dijital Reklamın Ekonomiye Katkısı Raporu. Erişim 15.06.2018, https://www.iabturkiye.org/UploadFiles/Reports/IAB%20Turkiye_DREK05072017164528.pdfIAB. (Eylül 2014). Ad Blocking: Consumer Views and Usage. Erisim 22.06.2018, https://www.iab.com/wp-content/uploads/2015/11/AD-BLOCKING-2014.pdfJasek, W. (Mayıs, 2018). Ad blocking threats and opportunities. Erişim 03.07.2018, https://nzbusiness.co.nz/article/ad-blocking-threats-and-opportunities-smbsKelly, L.; Kerr, G.&Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising, 10(2), 16-27. Erişim 17.06.2018, https://www.tandfonline.com/doi/pdf/10.1080/15252019.2010.10722167?needAccess=trueKöroğlu, O.(2012). İnternet Reklamlarının Engellenmesinde Kullanıcı, Reklamcı ve Online İçerik Üreticilerin Algısı Üzerine İncelemesi. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 42, 75-90.Kurt, R. (2015). İstenmeyen Reklamları Engellemek Daha Maliyetli. Erişim 21.06.2018, http://www.resulkurt.com/?haber,18805.Lai, M. ve Huang, Y.S. (2011). Can learning theoretical approaches illuminate the ways in which advertising games effect attitude, recall and purchase intention. International Journal of Electronic Business Management, 9(4), 368-380. Erişim 22.06.2018, https://pdfs.semanticscholar.org/b293/3626c0c13a96bdd2dd77114bcf765045c279.pdfMcStay, A. (2010) A Qualitative Approach to Understanding Audience’s Perceptions of Creativity in Online Advertising. The Qualitative Report, 15: 1, 37-58Mehta,A.& Sivadas, E.(1995). Direct marketing on the Internet: An Empirical Assessment of Consumer Attitudes. Journal of Direct Marketing, 9(3), 21-32.Mittal, B. (1994). Public Assessment of TV Advertising: Faint Praise and Harsh Criticism. Journal of Advertising Research, January/February, 35–53.PageFair ve Adobe. (Şubat, 2017). 2017 Adblock Report. Erişim 21.06.2018, https://pagefair.com/blog/2017/adblockreport/PageFair ve Adobe. (2015). The Cost of AdBlocking. Erişim 21.06.2018, https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdfPalant, W. (Aralık 2011). Adblock Plus and More. Erişim 01.07.2018, https://adblockplus.org/blog/adblock-plus-user-survey-results-part-3.Searls, D. (2017). The End of Internet Advertising As We’ve Known It. MIT Technology Review, 119(1), 76-79. Erişim 02.07.2018, https://www.technologyreview.com/s/544371/the-end-of-internet-advertising-as-weve-known-it/Southern, L. (Haziran 2018). Don’t Forget About Ad Blocking: Lost Revenue to UK Publishers Rises to £630,000 A Year. Erişim 29.08.2018, https://digiday.com/media/dont-forget-ad-blocking-lost-revenue-uk-publishers-rises-63000-year/.Sullivan, L. (Ekim, 2017). U.S. Publishers: $15.8B Annual Revenue Lost To Ad Blocking. Erişim 04.07.2018, https://www.mediapost.com/publications/article/308814/us-publishers-158bannual-revenue-lost-to-ad.html. Statista. (2017). Statistics and Facts About Ad blocking. Erişim 05.07.2018, https://www.statista.com/topics/3201/ad-blocking/TechInside. (Eylül 2016). Dijital Reklam Sektörünün Geleceği Reklam Engellemede Yatıyor. Erişim 02.07.2018, https://www.techinside.com/dijital-reklam-sektorunun-gelecegi-reklam-engellemede-yatiyor/Tsang, M.M, Ho, S.&Liang, T. (2014). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65-78. Wolin, L. D., Korgaonkar, P., ve Lund, D. (2002). Beliefs, attitudes and behaviour towards Web advertising. International Journal of Advertising, 21(1), 87-113.http://www.wordpresshocasi.com/wordpress-adblock-kullanicilarini-nasil-algilar/, Kasım 2017, Erişim 24.06.2018.https://webrazzi.com/2018/01/26/google-reklam-engelleme/, Erişim 29.06.2018.https://www.cnnturk.com/teknoloji/reklam-engelleyen-adblock-kendi-reklam-agini-kuruyor, Erişim 02.07.2018.
Reklamlara Karşı Reklam Engelleme Programları: Tüketiciler Nasıl Tepkiler Veriyor?
Year 2019, Volume , Issue 30, 117 - 145, 26.06.2019Abstract
İnternet ortamındaki kontrolsüz reklamcılığın sonucunda tüketicilerin reklamlara yönelik ilgisi ve güveni azalmıştır. Smart TV, reklam engelleme programları gibi çeşitli yöntemlerin ortaya çıkışı, reklamlardan kaçmaya çalışan tüketiciler için yeni çözüm yolları haline gelmiştir. Reklam engelleme programları (REP), tarayıcılara yüklenen bir eklenti veya aplikasyonla tüketicilerin internet reklamlarıyla karşılaşmasına engel olan programlardır. Telefonlara ve bilgisayarlara kolaylıkla yüklenebilen bu uygulamalar hakkında tüketicilerin ne kadar bilgi düzeyine sahip olduğu, tutum ve davranışsal eğilimlerinin ne olduğunun ortaya çıkarılması internet reklamcılığının paydaşları ve akademisyenler açısından önem kazanmaktadır. Çünkü kullanım düzeyi hızla artan bu uygulamalar, gelir kaynağı reklam olan medya ve reklamcılık sektörünü tehdit etmektedir. Bu çalışmanın amacı, tüketicilerin REP’e yönelik bilgi, tutum ve davranış durumlarını ortaya çıkarmaktır. Amaca dayalı örneklem yöntemi kullanılarak internet kullanıcılarından oluşan örnekleme anket uygulanmıştır. Araştırma sonucunda katılımcıların REP’e yönelik yeterli bilgiye sahip olmadığı, bilgi sahibi olduklarında olumlu tutum ve davranış eğilimleri gösterdikleri belirlenmiştir.
Keywords
References
- Bhat, F. (Ağustos, 2015). Ad Blocking’s Unintended Consequences. Harward Business Review. Erişim 13.06.2018, https://hbr.org/2015/08/ad-blockings-unintended-consequences.Blanchfield, S. (Şubat, 2017). The State of the Blocked Web: 2017 Global Adblock Report Erişim 13.06.2018, https://pagefair.com/downloads/2017/01/PageFair-2017-Adblock-Report.pdf. Block shock; Online Advertising. Economist, (Haziran, 2015),59. Erişim 14.06.2018. https://www.economist.com/business/2015/06/04/block-shock.Brackett, L. K., ve Carr, B. N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23-32.Cassidy, R. (2017). A How to Guide to Ad Blocking. Erişim 25.06.2017, https://blog.getadblock.com/a-how-to-guide-to-ad-blocking-be452ed5ed6fCho, C. ve Cheon, H.J. (2004). Why Do People Avoid Advertising on the Internet?. Journal of Advertising, 33(4), 89–97.Demirel, F. (Nisan 2017). Türkiye’de Reklam Engelleyici Yazılım Kullanımı Ne Durumda? [Rapor]. Erişim 14.06.2018, https://webrazzi.com/2017/04/21/turkiyede-reklam-engelleyici-yazilim-kullanimi-ne-durumda-rapor/.Ducoffe, R. H. (1996). Advertising Value and Advertising on the Web. Journal of Advertising Research, 36(5), 21–35.Edwards, S.M.; Li, H.&Lee, J.H.(2002). Forced Exposure and Psychological Reactance. Journal of Advertising, 31(3), 83-95.Gandham, M. (Ocak, 2016). Adblocking: A Primer. Erişim 16.06.2018, https://techcrunch.com/2016/01/16/ad-blocking-a-primer/.Gee, J. (Haziran 2017). Why Marketers Should Be More Worried About Apple Than Google When It Comes to Ad Blocking. Erişim 18.06.2018, https://www.marketingweek.com/2017/06/30/google-apple-push-adblocking-formats-marketers-worried/.Golbal Web Index. (2017). How Publishers Should Respond to Ad-Blocking. Erişim 01.07.2018, https://blog.globalwebindex.com/marketing/adblocking-2017/.Field, P. (2016). Why We Should Welcome Ad Blocking. Market Leader, Quarter 3. Erişim 21.06.2018,https://www.warc.com/content/paywall/article/mkt/why_we_should_welcome_ad_blocking/107916.Hair, J.F.Jr., Anderson, R.E., Tahtam, R.L. & Black, W.C. (1995). Multivariate Data Analysis with Readings. New Jersey: Prentice Hall Inc.IAB Türkiye. (Ekim 2018). Erişim 15. 10.2018, https://www.iabturkiye.org/iab-2018-ilk-yari-dijital-reklam-yatirimlari-aciklandi.IAB Türkiye. (Mayıs 2017). Dijital Reklamın Ekonomiye Katkısı Raporu. Erişim 15.06.2018, https://www.iabturkiye.org/UploadFiles/Reports/IAB%20Turkiye_DREK05072017164528.pdfIAB. (Eylül 2014). Ad Blocking: Consumer Views and Usage. Erisim 22.06.2018, https://www.iab.com/wp-content/uploads/2015/11/AD-BLOCKING-2014.pdfJasek, W. (Mayıs, 2018). Ad blocking threats and opportunities. Erişim 03.07.2018, https://nzbusiness.co.nz/article/ad-blocking-threats-and-opportunities-smbsKelly, L.; Kerr, G.&Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites. Journal of Interactive Advertising, 10(2), 16-27. Erişim 17.06.2018, https://www.tandfonline.com/doi/pdf/10.1080/15252019.2010.10722167?needAccess=trueKöroğlu, O.(2012). İnternet Reklamlarının Engellenmesinde Kullanıcı, Reklamcı ve Online İçerik Üreticilerin Algısı Üzerine İncelemesi. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 42, 75-90.Kurt, R. (2015). İstenmeyen Reklamları Engellemek Daha Maliyetli. Erişim 21.06.2018, http://www.resulkurt.com/?haber,18805.Lai, M. ve Huang, Y.S. (2011). Can learning theoretical approaches illuminate the ways in which advertising games effect attitude, recall and purchase intention. International Journal of Electronic Business Management, 9(4), 368-380. Erişim 22.06.2018, https://pdfs.semanticscholar.org/b293/3626c0c13a96bdd2dd77114bcf765045c279.pdfMcStay, A. (2010) A Qualitative Approach to Understanding Audience’s Perceptions of Creativity in Online Advertising. The Qualitative Report, 15: 1, 37-58Mehta,A.& Sivadas, E.(1995). Direct marketing on the Internet: An Empirical Assessment of Consumer Attitudes. Journal of Direct Marketing, 9(3), 21-32.Mittal, B. (1994). Public Assessment of TV Advertising: Faint Praise and Harsh Criticism. Journal of Advertising Research, January/February, 35–53.PageFair ve Adobe. (Şubat, 2017). 2017 Adblock Report. Erişim 21.06.2018, https://pagefair.com/blog/2017/adblockreport/PageFair ve Adobe. (2015). The Cost of AdBlocking. Erişim 21.06.2018, https://downloads.pagefair.com/wp-content/uploads/2016/05/2015_report-the_cost_of_ad_blocking.pdfPalant, W. (Aralık 2011). Adblock Plus and More. Erişim 01.07.2018, https://adblockplus.org/blog/adblock-plus-user-survey-results-part-3.Searls, D. (2017). The End of Internet Advertising As We’ve Known It. MIT Technology Review, 119(1), 76-79. Erişim 02.07.2018, https://www.technologyreview.com/s/544371/the-end-of-internet-advertising-as-weve-known-it/Southern, L. (Haziran 2018). Don’t Forget About Ad Blocking: Lost Revenue to UK Publishers Rises to £630,000 A Year. Erişim 29.08.2018, https://digiday.com/media/dont-forget-ad-blocking-lost-revenue-uk-publishers-rises-63000-year/.Sullivan, L. (Ekim, 2017). U.S. Publishers: $15.8B Annual Revenue Lost To Ad Blocking. Erişim 04.07.2018, https://www.mediapost.com/publications/article/308814/us-publishers-158bannual-revenue-lost-to-ad.html. Statista. (2017). Statistics and Facts About Ad blocking. Erişim 05.07.2018, https://www.statista.com/topics/3201/ad-blocking/TechInside. (Eylül 2016). Dijital Reklam Sektörünün Geleceği Reklam Engellemede Yatıyor. Erişim 02.07.2018, https://www.techinside.com/dijital-reklam-sektorunun-gelecegi-reklam-engellemede-yatiyor/Tsang, M.M, Ho, S.&Liang, T. (2014). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65-78. Wolin, L. D., Korgaonkar, P., ve Lund, D. (2002). 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Details
| Primary Language | Turkish |
|---|---|
| Subjects | Social |
| Journal Section | Articles |
| Authors | |
| Publication Date | June 26, 2019 |
| Published in Issue | Year 2019, Volume , Issue 30 |
Cited By
İLETİŞİM ÖĞRENCİLERİNİN BİR İLETİŞİM FORMU OLAN REKLAMDAN KAÇINMA DAVRANIŞLARI ÜZERİNE BİR İNCELEME
Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi
Döndü BAL
https://doi.org/10.19145/e-gifder.916687
