Market research impacts on the advertising industry

Today's world, increasing communication channels, technological developments and globalization gain advantage to producers for reaching products to consumers. This situation causes to hard and destructive competition. At this point when it is accepted that advertising activities are introducing product and service in return of worth by media tools to the masses, marketing activities to provide infrastructure can be a necessity. In this context marketing researches become one that identify the market, measure and test the consumer behavior. Marketing researches are so important for analyzing the consumer expectations, holding on market and being successful in marketing activities. At this point it is clear that marketing researches direct company strategies about advertising activities' pre and post. Admittedly marketing researches effects advertisement success directly. This study mention about the importance of marketing researches in advertisements what effects positively the consumer buying behaviors in hard competition environment. In scope of research giving point of view to companies and researchers that focused on marketing researches is the main aim.