Great considerations that give decisions in advertising

Perception management can be said to be a frequently used method since World War II. Sometimes it used as a marketing strategy during wars. The subconscious elements that trigger people's decision-making senses are reflected in advertisements, thanks to past large companies like the food and drink sector. It has been researched whether these companies have included perception management in their marketing strategies that affect buying in advertising. In this case, the consciousness of the people and the strategies that these big companies had done were answered in this study. The purpose of this study is to provide conscious consumption for the intended people. Following this study, purchasing products with personal will rather than brands is necessary to make consumers conscious. Perception management is often used after the 20th century and the second world war. But it has begun to be used in commercials, in the series, in films, even though it has no proven effect. In advertising, it is said that the usage in the advertising sector is starting to increase after the experiment with the corn in the arm of the russians. It has been seen in researches that subconscious messages are focused on the images of women, men, children, and by using these images we have passed our consciousness filter and decided not on the consumer's own will but on their own irresponsible decisions. In this study, it is aimed to increase conscious consumption of people. To achieve this purpose; "Advertisements play with perceptions", "perception management enables the purchase of brands instead of products"; by way of hypotheses; interviews with sector representatives were held. In addition, product analysis has been carried out based on the hypothesis that people prefer brands instead of products. Qualitative research method was used for this study. The data obtained in this study are collected in two ways as sector analysis and product analysis. While the questionnaire was applied to the product analysis of a group selected randomly as the data collection method, for the sector analysis; (interview) method was used with the other group consisting of sector representatives. In the red and blue coated tasting test, which is not known which beverage is used, some consumers choose the red coated product, while others prefer the blue coated product. Markets can use this perception management in a strong way to say that non-essential products are entering our homes. It is observed that consumers who are known blue-packed carbonated beverage brand in the analysis of the product found in this study prefer red-packaged carbonated beverage brand generally recognized. In the sector analysis part of this study, we can say that in the interviews we conducted with the interviews, the perception management is in the advertisements and the usage of the men, women, children, music, color images according to the target group is realized and the consumer's perceptions are changed with these images. Keywords: Subliminal Messages, Subconscious Messages Perception Management, Habits