THE EFFECTS OF OUTDOOR ADVERTISEMENTS ON CONSUMERS: A CASE STUDY
GULMEZ Mustafa KARACA Sukran KITAPCI Olgun
Abstract: The purpose of this study was to determine the influence ratio of outdoor advertisements on survey participants (consumers) who are living in Sivas city and to measure the effects on participants' purchasing behavior. The research also attempted to specify the different characteristics of outdoor advertisements in comparison to other advertising instruments. The other research aims are to designate the status of outdoor advertisements among the advertisement instruments which are thought to have an effect on the purchasing behavior of consumers and to determine the effects and dimensions of outdoor advertisements. A face-to-face interview survey is conducted on 400 person who live in Sivas city and who are selected with non-random sampling. Data were analyzed by using T-test, variant analysis and factor analysis. SPSS 15.0 for Windows was employed for the scale measurement. The result of the analysis shows that people generally have positive opinions about outdoor advertisements. They think that outdoor advertisements are more eye-catching and creative when compared to other advertisement types and their physical size lends them an effective visual impact. Respondents also stated that outdoor advertisements contribute to the cityscape in terms of variety and beauty, and they do not pollute the environment. However, awareness of outdoor advertisement amongst some people is relatively low. The results of the study indicate that outdoor advertisements which create different ideas, which are effective in informing and persuading people and which are sensitive to the environment can be viewed positively by consumers. In particular, amongst consumers with higher educational and income levels, outdoor advertisements are becoming striking and their visibility is increasing. Keywords: outdoor advertisement, customer behavior, Turkey
1. Introduction In today’s world, advertising is a commonly discussed type of communication and perhaps the one from which most things are expected. Advertising has become an indispensable phenomenon not only for producers but also, in a sense, for consumers (www.danismend.com.tr/13.02.2007). The primary objectives of the institutions and establishments, which endeavor to survive in this information age, are to achieve their goals through the most efficient
- 70 - Studies in Business and Economics
Studies in Business and Economics
utilization of their physical and human resources; to produce and to market their goods and services; and to derive greater profits. Advertising is one of the most effective applications of marketing communication for enterprises which wish to achieve these objectives, to survive within this competitive environment and to establish a competitive advantage (Yaylacı, 1998, p.43). Intense competition exists within all market sectors for attracting the interest of consumers to different or similar goods and for influencing their purchasing decisions. Accordingly, for institutions or enterprises, advertising is of great importance in drawing the attention of the customers and affecting their choices among numerous products (Oluç, 1990, p.3). On the other hand, advertising, from a consumer viewpoint, is regarded as a guide that helps consumer to choose the most appropriate and rational product for him/herself among the thousands offers on the market so as the best to meet his/her own needs. Advertising, when used for various purposes, such as the survival of the companies within this competitive atmosphere, promoting the sale of goods or helping consumers in their choice, is of great importance in our lives. Enterprises utilize several types of instruments in their advertising strategies, one of which is outdoor advertisements. The term; “Outdoor Advertising” corresponds to any advertisements located in open air,...