An Assesment of Public Attitudes Toward Advertising-in-General in Turkey

Authors : Ali Atıf BİR, Kemal SUHER, Gül ŞENER

Pages : 43-54

Doi:10.18037/ausbd.52637

View : 27 | Download : 14

Publication Date : 2015-03-01

Article Type : Research Paper

Abstract :Despite widespread literature on attitudes toward advertising in general, there is still need for country specific researches with big samples, especially in regards to developing economies. Current work (n=2004) focuses on the Turkish public attitudes toward advertising and the effect of beliefs and demography as differentiating factors. Turkish people’s perception of advertising falls between negative and neutral. They are more favorable towards advertising as institution than advertising as instrument, which were found to be the strongest predictors of attitudes toward advertising in general. In contrast to American-European mainstream, demographic factors have minor effect on the attitudes toward advertising in general.
Keywords : Advertising As Institution, Advertising As Instrument, Attitude, Attitude Toward Advertising