TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ

Eyüp Akın; M. Şükrü Akdoğan

TR EN

TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ

Öz

Bu araştırmada tüketicilerin reklâma karşı tutumları üzerinde durulmuştur. Elde edilen verilerin analizleriyle tüketicilerin TV reklâmlarına karşı genel tutumları ve reklâmdan kaçınma eğilimleri tespit edilerek, tüketiciler dört grup olarak ele alınmıştır. Bu dört grubun demografik özellikleri itibariyle farklılaşma düzeyleri belirlenmeye çalışılarak grupların TV reklâmı türleri ve içerik öğelerine göre reklâma bakış açıları tespit edilmiştir. Araştırma sonunda tüketicilerin TV reklâmlarına olumsuz bakış açılarının olduğu ve reklâmdan kaçınma eğilimlerinin yüksek olduğu belirlenmiştir. Ulaşılan sonuçlar çerçevesinde reklâmcılara, pazarlama iletişimcilerine, iletişim çabasında olacak firma yöneticilerine ve gelecekteki benzer araştırmalara yönelik farklı öneriler geliştirilmiştir.

Anahtar Kelimeler

Pazarlama İletişimi, TV Reklâmları, TV Reklâmına Karşı Tutum

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Turkish

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Eyüp Akın
AKSARAY ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ

M. Şükrü Akdoğan
NEVŞEHİR ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ

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July 31, 2009

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July 14, 2016

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Year 1970 Volume: 1 Number: 2

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https://izlik.org/JA59PU68ZB

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Akın, E., & Akdoğan, M. Ş. (2009). TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 1(2), 85-110. https://izlik.org/JA59PU68ZB

TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ

TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ

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