THE EFFECTS OF OUTDOOR ADVERTISEMENTS ON CONSUMERS: A CASE STUDY

Mustafa Gulmez, Sükran Karaca () and Olgun Kitapci
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Mustafa Gulmez: Cumhuriyet University, Turkey
Olgun Kitapci: Cumhuriyet University, Turkey

Studies in Business and Economics, 2010, vol. 5, issue 2, 70-88

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 (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (1)

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