Impact of Current Technology on Consumer Perceptions in Creative Media Applications

With technological developments since the 1980s, it can be said that the competitive environment in the advertising sector has been revived. With the intensification of the competition environment, it is important to keep the market share, to confuse the consumer and to create brand loyalty. Marketing strategies for consumers ' interests and needs, brand loyalty and brand awareness are of great importance. Two-way communication with consumer interactive ads has occurred. Creative advertising applications are more effective than conventional advertising applications that can communicate with the target audience, making it necessary for advertisers to participate in this marketing communication. It can be said that there are many different applications in advertising media and new approaches are needed in this field. With the development of technology, creative advertising applications have been replaced by classic advertising applications. 4p marketing mix elements used as a method in classical advertising marketing has been added with creative applications. These additions are based on communication and consumer interest needs