Effects on marketing of open air advertising: The case of Istanbul

Today, businesses use advertising tools to take one step ahead of consumers when offering multiple branded options from the same product. The fact that it is produced, offering more than one option to the consumer, makes the competition in the market brutal. Businesses aim to keep the profit rate high, to keep the promotion cost low, to reach the target group and then to purchase the product or the service. Outdoor advertising operates without difficulty in reaching the target audience and give the message that you want. Moving, stationary, traveling or technologically suited to attract the attention of the consumer successfully. There is always advertising tool that carries out the purchase process, ensures product hold, and creates brand awareness. Thus, it has been revealed that outdoor advertising has an effect on marketing. A questionnaire was prepared from 55 questions to investigate the effect of outdoor advertising on the marketing of street people in Istanbul province and it was applied to 362 people. SPSS 21 program controlled surveys reliability and validity, factor analysis methods were investigated. Ultimately, Mann-Whitney u test, kruskal-Wallis H test determined that there is a significant relationship and other factors on the marketing of information. Thus, the impact on the marketing of outdoor advertising revealed.