An assesment of public attitudes toward advertising-in-general in Turkey

Reklama yönelik tutum araştırmalarının geniş yelpazesine rağmen özellikle gelişmekte olan ekonomilereyönelik, geniş örneklemli, ülke özelinde araştırmalaraihtiyaç olduğu gözlenmektedir. Bu çalışmanın amacıTürkiyede insanların (n=2004) reklama yönelik tutumun ve reklamla ilişkili inançların tutuma olan etkisinin demografik faktörler üzerinden incelenmesidir.Türkiyede insanların reklama yönelik algısı nötr ileolumsuz aralığındadır. Kurum olarak reklama yöneliktutumları reklamın uygulamalarına yönelik tutumlarına oranla daha olumludur. Kurum olarak reklamayönelik tutum aynı zamanda reklama yönelik geneltutumun diğer faktörler arasında da en güçlü belirleyicisidir. Avrupa-Amerika odaklı araştırmaların aksine,Türkiyede reklama yönelik genel tutum bulgularınabakıldığında demografik faktörlerin etkisinin düşükdüzeyde olduğu gözlemlenmiştir.

Türkiye de reklama yönelik genel tutumun değerlendirilmesi

Despite widespread literature on attitudes toward advertising in general, there is still need for country specific researches with big samples, especially in regards todeveloping economies. Current work (n=2004) focuseson the Turkish public attitudes toward advertising andthe efect of beliefs and demography as diferentiatingfactors. Turkish people s perception of advertising fallsbetween negative and neutral. Tey are more favorabletowards advertising as institution than advertising asinstrument, which were found to be the strongest pre dictors of attitudes toward advertising in general. Incontrast to American-European mainstream, demographic factors have minor efect on the attitudes towardadvertising in general.

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