Is Advertisement Really Dead? A Case Study of Filli Boya

Abstract

This case is about the success of Filli Boya, one of the well-known brands of the Turkish paint industry, on using traditional TV advertisements for creating brand awareness. The purpose of this case study is to point out how TV advertisement, the so-called ‘traditional and boring’ communication tool, could still be effective when integrated into the contemporary marketing philosophy and modern marketing communication trends such as real-time social media marketing.

A qualitative method was applied and both primary and secondary sources of information were used in this study. As primary sources of information, in-depth interviews were conducted. Purposive sampling method was used, and participants were recruited from a sample that was broadly believed to be able to evaluate the brand from different points of view. Interviews were analysed through content analysis using the grounded theory approach. The secondary sources of information, including advertisements and news in media, reports and user contents shared in social media were also used considering the principle of multiple data sources.

Uncovering the contemporary ways of using traditional mass advertising based on a Turkish brand’s experiences, this case could be taken up in advertising courses at both graduate and postgraduate levels when discussing creativity in advertising and also modern integrated marketing communication methods.

Citation

Başfırıncı, Ç. and Şener, G. (2018), "Is Advertisement Really Dead? A Case Study of Filli Boya", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, Leeds, pp. 299-320. https://doi.org/10.1108/978-1-78714-557-320181021