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

Yıl 2009, Cilt: 1 Sayı: 2, 85 - 110, 31.07.2009

Eyüp Akın M. Şükrü Akdoğan

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

Kaynakça

  • AHEARNE, M., GRUEN, T. and SAXTON, M. K., (2000). When The Product Is Complex, Does The Advertisement‟s Conclusion Matter? Journal of Business Research, Vol:48, (s:55–62).
  • AMBLER, T. and HOLLIER, E. A. (2004). The Waste In Advertising Is The Part That Works. Journal of Advertising Research, December, (s:375-389)
  • BRACKETT, L. K. and CARR, B. N., (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, Vol:41, No:5, (s:23-32).
  • BURKE, R. R. and SRULL, T. K., (1988). Competitive Interface And Consumer Memory for Advertising. Journal of Consumer Research, Vol:15, No:1,(s:55-68).
  • BURNET, J. J.; (2000), “Gays: Feelings About Advertising And Media Used.” Journal of Advertising Research, Vol:40,No:1-2, (s:75-84).
  • CHEBAT, J. C.; CHALEBOIS, M. and CHEBAT, C. G., (2001).What Makes Open Vs. Closed Conclusion Advertisements More Persuasive? The Moderating Role or Prior Knowledge and Involmenent. Journal of Business Research,Vol:53, (s:93-102).
  • CHURCHILL, G. A. and IACOBUCCI, D., (2001). Marketing Research Methodological Foundations. (The Harcourt Series in Marketing), 8th. Edition, New York:South-Western College Publications
  • CHURCHILL, G..A. and BROWN, J. T., (2004). Basic Marketing Research. Ohio: Thomson South-Western
  • CLARKE, D. G., (1976), Econometric Measurement of The Duration of Advertising Effect on Sales. Journal of Marketing Research, Vol:13,No:4, (s:345-357).
  • COFFIN, T. E., (1963). A Pioneering Experiment In Assessing Advertising Effectiveness. Journal of Marketing, Vol:27, No:3, (s:1-10).
  • COMPEAU, L. D., GREWAL, D. and CHANDRASHEKARAN, R., (2002). Comparative Price Advertising: Believe It or Not. The Journal of Consumer Affairs, Vol:36,No: 2, (s:284-294).
  • DAHLÉN, M. and LANGE, F., (2005). Advertising Weak And Strong Brands: Who Gains? Psychology and Marketing, Vol:22,No:6, (s:473–488).
  • DE PELSMACKER, P., GEUNS, M. and VAN DEN BERGH, J., (2000). Marketing Communications. London: Pearson Education
  • DONTHU, N. and GILLILAND, D., (1996). The Infomercial Shopper. Journal of Advertising Research, Vol:36 (March/April), (s:69-76).
  • DUCOFFE, R. H., (1995), How Consumers Assess The Value of Advertising. Journal of Current Issues and Research in Advertising, Vol:17, No:1, (s:1-18).
  • DUNN, S. W., BARBAN, A. M.; KRUGMAN, D. M. and REID, L. N., (1990). Advertising – Its Role in Modern Marketing. Seventh Edition. Chicago: The Dryden Pres
  • ELLIOT, M. T. and SPECK, P. S., (1998). Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media. Journal of Advertising Research, Vol:38 (January /February), (s:29-41).
  • GARDNER, D. M., (1975). Deception In Advertising: A Conceptual Approach. Journal of Marketing, Vol:39,No:1,(s: 40-46).
  • GARRETSON, J. A. and BURTON, S., (2005) The Role Of Spokescharacters As Advertisement And Package Cues In Integrated Marketing Communications. Journal of Marketing, Vol:69, (s:18-132).
  • GASKI, J. F. and ETZEL, Michael J., (1986). The Index of Consumer Sentiment Toward Marketing. Journal of Marketing, Vol:50 (July), (s:71-81).
  • GOULD, S. J.; GUPTA, P. and KRAUTER, S. G., (2000). Product Placement In Movies: A Cross-Cultural Analysis Of Austrian, French and American Consumers‟ Attitude Toward This Emerging International Medium. Journal of Advertising, Vol:29 (Winter), (s:41-58).
  • GUNTER, B.; FURNHAM, A. and BEESON, C., (1997). Recall of Television Advertisiments As A Function Of Program Evaluation. The Journal of Psychology, Vol:131,No:5, (s:541-553).
  • GUPTA, P. and GOULD, S. J., (1997). Consumers‟ Perceptions of The Ethics and Acceptability of Product Placement In Movies:Product Category and Individual Differences. Journal of Currnet Issues And Research In Advertising, Vol:19 (Spring), (s:37-50).
  • KENT, R. J. and KELLARIS, J. J., (2001). Competitive Interference Effects In Memory For Advertising: Are Familiar Brands Exempt? Journal of Marketing Communications, Vol:7, (s:159–169).
  • KOÇ, E., (2002). The Impact of Gender In Marketing Communications: The Role of Cognitive And Affective Cues. Journal of Marketing Communications, Vol:8, (s:257-275).
  • KOKKINAKI, F. and LUNT, P., (1999). The Effect of Advertising Message Involvement on Brand Attitude Accessibility. Journal of Economic Psychology, Vol:20, (s: 41-51).
  • KOTLER, P. (2003). Marketing Management, Eleventh Edition, New Jersey: Pearson Education.
  • KUMAR, A., (2000). Interference Effects of Contextual Cues In Advertisements on Memory For Ad Content. Journal of Consumer Psychology, Vol:9, No:3, (s:155-166).
  • KURTULUŞ, K. (2004). Pazarlama Araştırmaları. Genişletilmiş 7. Basım, İstanbul: Literatür Yayıncılık
  • LODISH, L. M.; ABRAHAM, M.; KALMENSON, S.; LIVELSBERGER, J.; RICHARDSON, B. and STEVENS, M. E. (1995). How TV Advertising Works: A Meta-Analysis of 389 Real World Split Cable TV Advertising Experiment. Journal of Marketing Research, Vol:32, No:2, (s:125-139).
  • MALONEY, J.C., (1963). Is Advertising Believability Really Important? Journal of Marketing, Vol:27, No:4, (s:1-8).
  • MANGLEBURG, T. F. and BRISTOL, T., (1998). Socializing and Adolescents‟s Skepticism Toward Advertising. Journal of Advertising, Vol:27, No:3, (s: 11-21).
  • MARCHAND, J. and FILIATRAULT, P., (2001). AIDS Prevention Advertising: Different Message Strategies For Different Communication Objectives. International Journal of Nonprofit and Voluntary Sector Marketing,Vol:7,No:3, (s:271–287).
  • MARLOWE, J.; SELNOW, G. And BLOSSER, L., (1989). A Content Analysis of Problem-Resolution Appeals in Television Commercials. The Journal of Consumer Affairs, Vol:23,No:1, (s:175-194).
  • MOSCHIS, G. P., (1978). Acquisition of The Consumer Role By Adolescents. Research Monograph, Vol:82, Georgia State University: Publishing Service Division
  • NAKİP, M. (2003). Pazarlama Araştırmaları: Teknikler ve SPSS Destekli Uygulamalar. 1.Baskı, Seçkin Yayıncılık. Ankara.
  • NAKİP, M. (2005). Pazarlama Araştırmalarına Giriş (SPSS Destekli). İkinci Baskı, Seçkin Yayıncılık, Ankara.
  • OBERMILLER, C. and SPANGENBERG, E., (1998). Development of A Scale To Measure Skepticism Toward Advertising. Journal of Consumer Psychology, Vol:7,No:2, (s:159-186).
  • ORTH, U. R. and HOLANCOVA, D., (2004). Men‟s And Women‟s Responses To Sex Role Portrayals In Advertisements. International Journal of Research In Marketing, Vol:21, (s:77– 88).
  • PASHUPATI, K., (2003). „I Know This Brand, But Did I Like the Ad?‟ An Investigation of the Familiarity-Based Sleeper Effect. Psychology And Marketing, Vol:20, No:11, (s:1017–1043).
  • POLLAY, R. W. and MITTAL, B., (1993). Here‟s The Beef: Factors, Determinants, And Segments In Consumer Criticism of Advertising. Journal of Marketing, Vol:57, (s:99-114).
  • RAMOS, A. F. V. and FRANCO, M. J. S., (2005), The Impact of Marketing Communication And Price Promotion On Brand Equity. Brand Management, Vol:12,No:6, (s:431–444).
  • ROSSITER, J. R. (1997). Reality Of A Short Test Measuring Children‟s Attitude Toward TV Commmercilas. Journal of Consumer Research, Vol:3 (March), (s:179-184).
  • ROSSITER, J. R. and PERCY, L., (1997), Advertising Communications And Promotion Manegement. Second Edition, Boston:McGraw-Hill
  • SHARMA, A., (2000). Recall Of Television Commercials As A Funcion Of Viewing Context: The Impact Of Program-Commercial Congurtiy On Commercial Message.The Journal of General Psychology,Vol:127,No:4, (s:283-396).
  • SHAVITT, S.; VARGAS, P. and LOWREY, P., (2004), “Exploring The Role of Memory For Self-Selected Ad Experiences: Are Some Advertising Media Beter Liked Than Others?Psychology And Marketing,Vol:21(No:12, (s:1011–1032).
  • SHRUM, M., (2004). Does Advertising Overcome Brand Loyalty? Evidence From The Breakfast-Cereals Market. Journal of Economics And Management Startegy, Vol:13, No:2, (s:241-27).
  • SIMPSON P. M.; BROWN, G. and WIDING, R. E., (1999) The Association of Ethical Judgment of Advertising And Selected Advertising Effectiveness Response Variables. Journal of Business Ethics, Vol:17, (s:125–136).
  • SMITH, E. and NEIJENS, P.C., (2000). Segmentation Based An Affinity For Advertising. Journal of Advertising Research, Vol:40,No:4, (S:35-43).
  • SMITH, J., (1994), The Advertising Kit -A Complete Guide For Small Business. New York: Lexington Boks
  • SOBERMAN, D., (2005). The Complexity of Media Planning Today. Brand Management, Vol:12, No:6, (s:420–429).
  • SPECK, P. S. and ELLIOT, M. T., (1997). Predictors of Advertising Avodiance In Printing And Broadcast Media. Journal of Advertising, Vol:26 (Fall), (s:61-76).
  • TAI, H.C. S., (1999) Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising. Teaching Business Ethics, Vol:3, No:1, (s:87-100).
  • UĞUR, İ. ve ŞİMŞEK, S., (2004). Kitle İletişim Araçlarındaki Reklâmlarda Kadın Ve Erkek Objelerinin Kullanılması. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol:11, (s:549-560)
  • URBAN, Glen L.; (2005). Customer Advocacy: A New Era in Marketing? Journal of Public Policy And Marketing, Vol:24, (s:155–159).
  • VALKENBURG, P. M. and BUIJZEN, M., (2005). Identifying Determinants Of Young Children‟s Brand Awareness: Television, Parents, And Pers. Applied Developmental Psychology, Vol:26, (s:456–468).
  • WEILBACHER, W. M., (2003). How Advertising Affects Consumers. Journal of Advertising Research, June, (s:230-234).
  • WITKOWSKI, T. H. and KELLNER, J., (1998). Convergent, Contrasting, And Country-Specific Attitudes Toward Television Advertising In Germany And The United States. Journal of Business Research, Vol:42, (s:167– 174).
  • ZIGMUND, M. and GOLDEN, L., (1997). Business Research Methods. Fifth Edition, The Dryden Press, Harcourt Brace College Publishers.

Yıl 2009, Cilt: 1 Sayı: 2, 85 - 110, 31.07.2009

Eyüp Akın M. Şükrü Akdoğan

Öz

In this study, consumers’ attitudes towards TV commercials are emphasized. With the analysis of acquired data, consumers’ general attitudes towards TV commercials and their avoidance tendency from advertisement are fixed and the consumers are considered as four groups. By trying to determine these four groups’ differentiation levels in respect of their demographics, the groups’ attitudes towards advertisements according to the types and content elements of TV commercials are fixed. At the end of the study, it is determined that the consumers have negative attitudes towards TV commercials and that they have higher tendency to avoid from commercials. With the part of results, some different suggestions to the advertisers, marketing communicators, owners of the firms which have communication efforts and to the future similar researches are developed.

Anahtar Kelimeler

Marketing Communications TV Commercials Attitude towards TV Commercials

Kaynakça

  • AHEARNE, M., GRUEN, T. and SAXTON, M. K., (2000). When The Product Is Complex, Does The Advertisement‟s Conclusion Matter? Journal of Business Research, Vol:48, (s:55–62).
  • AMBLER, T. and HOLLIER, E. A. (2004). The Waste In Advertising Is The Part That Works. Journal of Advertising Research, December, (s:375-389)
  • BRACKETT, L. K. and CARR, B. N., (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, Vol:41, No:5, (s:23-32).
  • BURKE, R. R. and SRULL, T. K., (1988). Competitive Interface And Consumer Memory for Advertising. Journal of Consumer Research, Vol:15, No:1,(s:55-68).
  • BURNET, J. J.; (2000), “Gays: Feelings About Advertising And Media Used.” Journal of Advertising Research, Vol:40,No:1-2, (s:75-84).
  • CHEBAT, J. C.; CHALEBOIS, M. and CHEBAT, C. G., (2001).What Makes Open Vs. Closed Conclusion Advertisements More Persuasive? The Moderating Role or Prior Knowledge and Involmenent. Journal of Business Research,Vol:53, (s:93-102).
  • CHURCHILL, G. A. and IACOBUCCI, D., (2001). Marketing Research Methodological Foundations. (The Harcourt Series in Marketing), 8th. Edition, New York:South-Western College Publications
  • CHURCHILL, G..A. and BROWN, J. T., (2004). Basic Marketing Research. Ohio: Thomson South-Western
  • CLARKE, D. G., (1976), Econometric Measurement of The Duration of Advertising Effect on Sales. Journal of Marketing Research, Vol:13,No:4, (s:345-357).
  • COFFIN, T. E., (1963). A Pioneering Experiment In Assessing Advertising Effectiveness. Journal of Marketing, Vol:27, No:3, (s:1-10).
  • COMPEAU, L. D., GREWAL, D. and CHANDRASHEKARAN, R., (2002). Comparative Price Advertising: Believe It or Not. The Journal of Consumer Affairs, Vol:36,No: 2, (s:284-294).
  • DAHLÉN, M. and LANGE, F., (2005). Advertising Weak And Strong Brands: Who Gains? Psychology and Marketing, Vol:22,No:6, (s:473–488).
  • DE PELSMACKER, P., GEUNS, M. and VAN DEN BERGH, J., (2000). Marketing Communications. London: Pearson Education
  • DONTHU, N. and GILLILAND, D., (1996). The Infomercial Shopper. Journal of Advertising Research, Vol:36 (March/April), (s:69-76).
  • DUCOFFE, R. H., (1995), How Consumers Assess The Value of Advertising. Journal of Current Issues and Research in Advertising, Vol:17, No:1, (s:1-18).
  • DUNN, S. W., BARBAN, A. M.; KRUGMAN, D. M. and REID, L. N., (1990). Advertising – Its Role in Modern Marketing. Seventh Edition. Chicago: The Dryden Pres
  • ELLIOT, M. T. and SPECK, P. S., (1998). Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media. Journal of Advertising Research, Vol:38 (January /February), (s:29-41).
  • GARDNER, D. M., (1975). Deception In Advertising: A Conceptual Approach. Journal of Marketing, Vol:39,No:1,(s: 40-46).
  • GARRETSON, J. A. and BURTON, S., (2005) The Role Of Spokescharacters As Advertisement And Package Cues In Integrated Marketing Communications. Journal of Marketing, Vol:69, (s:18-132).
  • GASKI, J. F. and ETZEL, Michael J., (1986). The Index of Consumer Sentiment Toward Marketing. Journal of Marketing, Vol:50 (July), (s:71-81).
  • GOULD, S. J.; GUPTA, P. and KRAUTER, S. G., (2000). Product Placement In Movies: A Cross-Cultural Analysis Of Austrian, French and American Consumers‟ Attitude Toward This Emerging International Medium. Journal of Advertising, Vol:29 (Winter), (s:41-58).
  • GUNTER, B.; FURNHAM, A. and BEESON, C., (1997). Recall of Television Advertisiments As A Function Of Program Evaluation. The Journal of Psychology, Vol:131,No:5, (s:541-553).
  • GUPTA, P. and GOULD, S. J., (1997). Consumers‟ Perceptions of The Ethics and Acceptability of Product Placement In Movies:Product Category and Individual Differences. Journal of Currnet Issues And Research In Advertising, Vol:19 (Spring), (s:37-50).
  • KENT, R. J. and KELLARIS, J. J., (2001). Competitive Interference Effects In Memory For Advertising: Are Familiar Brands Exempt? Journal of Marketing Communications, Vol:7, (s:159–169).
  • KOÇ, E., (2002). The Impact of Gender In Marketing Communications: The Role of Cognitive And Affective Cues. Journal of Marketing Communications, Vol:8, (s:257-275).
  • KOKKINAKI, F. and LUNT, P., (1999). The Effect of Advertising Message Involvement on Brand Attitude Accessibility. Journal of Economic Psychology, Vol:20, (s: 41-51).
  • KOTLER, P. (2003). Marketing Management, Eleventh Edition, New Jersey: Pearson Education.
  • KUMAR, A., (2000). Interference Effects of Contextual Cues In Advertisements on Memory For Ad Content. Journal of Consumer Psychology, Vol:9, No:3, (s:155-166).
  • KURTULUŞ, K. (2004). Pazarlama Araştırmaları. Genişletilmiş 7. Basım, İstanbul: Literatür Yayıncılık
  • LODISH, L. M.; ABRAHAM, M.; KALMENSON, S.; LIVELSBERGER, J.; RICHARDSON, B. and STEVENS, M. E. (1995). How TV Advertising Works: A Meta-Analysis of 389 Real World Split Cable TV Advertising Experiment. Journal of Marketing Research, Vol:32, No:2, (s:125-139).
  • MALONEY, J.C., (1963). Is Advertising Believability Really Important? Journal of Marketing, Vol:27, No:4, (s:1-8).
  • MANGLEBURG, T. F. and BRISTOL, T., (1998). Socializing and Adolescents‟s Skepticism Toward Advertising. Journal of Advertising, Vol:27, No:3, (s: 11-21).
  • MARCHAND, J. and FILIATRAULT, P., (2001). AIDS Prevention Advertising: Different Message Strategies For Different Communication Objectives. International Journal of Nonprofit and Voluntary Sector Marketing,Vol:7,No:3, (s:271–287).
  • MARLOWE, J.; SELNOW, G. And BLOSSER, L., (1989). A Content Analysis of Problem-Resolution Appeals in Television Commercials. The Journal of Consumer Affairs, Vol:23,No:1, (s:175-194).
  • MOSCHIS, G. P., (1978). Acquisition of The Consumer Role By Adolescents. Research Monograph, Vol:82, Georgia State University: Publishing Service Division
  • NAKİP, M. (2003). Pazarlama Araştırmaları: Teknikler ve SPSS Destekli Uygulamalar. 1.Baskı, Seçkin Yayıncılık. Ankara.
  • NAKİP, M. (2005). Pazarlama Araştırmalarına Giriş (SPSS Destekli). İkinci Baskı, Seçkin Yayıncılık, Ankara.
  • OBERMILLER, C. and SPANGENBERG, E., (1998). Development of A Scale To Measure Skepticism Toward Advertising. Journal of Consumer Psychology, Vol:7,No:2, (s:159-186).
  • ORTH, U. R. and HOLANCOVA, D., (2004). Men‟s And Women‟s Responses To Sex Role Portrayals In Advertisements. International Journal of Research In Marketing, Vol:21, (s:77– 88).
  • PASHUPATI, K., (2003). „I Know This Brand, But Did I Like the Ad?‟ An Investigation of the Familiarity-Based Sleeper Effect. Psychology And Marketing, Vol:20, No:11, (s:1017–1043).
  • POLLAY, R. W. and MITTAL, B., (1993). Here‟s The Beef: Factors, Determinants, And Segments In Consumer Criticism of Advertising. Journal of Marketing, Vol:57, (s:99-114).
  • RAMOS, A. F. V. and FRANCO, M. J. S., (2005), The Impact of Marketing Communication And Price Promotion On Brand Equity. Brand Management, Vol:12,No:6, (s:431–444).
  • ROSSITER, J. R. (1997). Reality Of A Short Test Measuring Children‟s Attitude Toward TV Commmercilas. Journal of Consumer Research, Vol:3 (March), (s:179-184).
  • ROSSITER, J. R. and PERCY, L., (1997), Advertising Communications And Promotion Manegement. Second Edition, Boston:McGraw-Hill
  • SHARMA, A., (2000). Recall Of Television Commercials As A Funcion Of Viewing Context: The Impact Of Program-Commercial Congurtiy On Commercial Message.The Journal of General Psychology,Vol:127,No:4, (s:283-396).
  • SHAVITT, S.; VARGAS, P. and LOWREY, P., (2004), “Exploring The Role of Memory For Self-Selected Ad Experiences: Are Some Advertising Media Beter Liked Than Others?Psychology And Marketing,Vol:21(No:12, (s:1011–1032).
  • SHRUM, M., (2004). Does Advertising Overcome Brand Loyalty? Evidence From The Breakfast-Cereals Market. Journal of Economics And Management Startegy, Vol:13, No:2, (s:241-27).
  • SIMPSON P. M.; BROWN, G. and WIDING, R. E., (1999) The Association of Ethical Judgment of Advertising And Selected Advertising Effectiveness Response Variables. Journal of Business Ethics, Vol:17, (s:125–136).
  • SMITH, E. and NEIJENS, P.C., (2000). Segmentation Based An Affinity For Advertising. Journal of Advertising Research, Vol:40,No:4, (S:35-43).
  • SMITH, J., (1994), The Advertising Kit -A Complete Guide For Small Business. New York: Lexington Boks
  • SOBERMAN, D., (2005). The Complexity of Media Planning Today. Brand Management, Vol:12, No:6, (s:420–429).
  • SPECK, P. S. and ELLIOT, M. T., (1997). Predictors of Advertising Avodiance In Printing And Broadcast Media. Journal of Advertising, Vol:26 (Fall), (s:61-76).
  • TAI, H.C. S., (1999) Advertising Ethics: The Use of Sexual Appeal in Chinese Advertising. Teaching Business Ethics, Vol:3, No:1, (s:87-100).
  • UĞUR, İ. ve ŞİMŞEK, S., (2004). Kitle İletişim Araçlarındaki Reklâmlarda Kadın Ve Erkek Objelerinin Kullanılması. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol:11, (s:549-560)
  • URBAN, Glen L.; (2005). Customer Advocacy: A New Era in Marketing? Journal of Public Policy And Marketing, Vol:24, (s:155–159).
  • VALKENBURG, P. M. and BUIJZEN, M., (2005). Identifying Determinants Of Young Children‟s Brand Awareness: Television, Parents, And Pers. Applied Developmental Psychology, Vol:26, (s:456–468).
  • WEILBACHER, W. M., (2003). How Advertising Affects Consumers. Journal of Advertising Research, June, (s:230-234).
  • WITKOWSKI, T. H. and KELLNER, J., (1998). Convergent, Contrasting, And Country-Specific Attitudes Toward Television Advertising In Germany And The United States. Journal of Business Research, Vol:42, (s:167– 174).
  • ZIGMUND, M. and GOLDEN, L., (1997). Business Research Methods. Fifth Edition, The Dryden Press, Harcourt Brace College Publishers.
Toplam 59 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA44BU45ZK
Bölüm Derleme Makale
Yazarlar

Eyüp Akın

M. Şükrü Akdoğan

Yayımlanma Tarihi 31 Temmuz 2009
Yayımlandığı Sayı Yıl 2009Cilt: 1 Sayı: 2

Kaynak Göster

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.
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