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

Abstract

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.

Keywords

Pazarlama İletişimi, TV Reklâmları, TV Reklâmına Karşı Tutum

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Details

Primary Language

Turkish

Subjects

-

Journal Section

-

Authors

Eyüp Akın
AKSARAY ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ

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

Publication Date

July 31, 2009

Submission Date

July 14, 2016

Acceptance Date

-

Published in Issue

Year 2009 Volume: 1 Number: 2

IZ

https://izlik.org/JA59PU68ZB

Cite

RIS / Bibtex

APA

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

AMA

1.Akın E, Akdoğan MŞ. TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ. Journal of ASU FEAS. 2009;1(2):85-110. https://izlik.org/JA59PU68ZB

Chicago

Akın, Eyüp, and M. Şükrü Akdoğan. 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.

EndNote

Akın E, Akdoğan MŞ (July 1, 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.

IEEE

[1]E. Akın and M. Ş. Akdoğan, “TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ”, Journal of ASU FEAS, vol. 1, no. 2, pp. 85–110, July 2009, [Online]. Available: https://izlik.org/JA59PU68ZB

ISNAD

Akın, Eyüp - Akdoğan, M. Şükrü. “TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ”. Aksaray Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 1/2 (July 1, 2009): 85-110. https://izlik.org/JA59PU68ZB.

JAMA

1.Akın E, Akdoğan MŞ. TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ. Journal of ASU FEAS. 2009;1:85–110.

MLA

Akın, Eyüp, and M. Şükrü Akdoğan. “TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ”. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 1, no. 2, July 2009, pp. 85-110, https://izlik.org/JA59PU68ZB.

Vancouver

1.Eyüp Akın, M. Şükrü Akdoğan. TÜKETİCİLERİN TV REKLÂMLARINA GENEL BAKIŞ AÇILARI VE TV REKLÂMINDAN KAÇINMA EĞİLİMLERİ İTİBARİYLE İNCELENMESİ. Journal of ASU FEAS [Internet]. 2009 Jul. 1;1(2):85-110. Available from: https://izlik.org/JA59PU68ZB