Using celebrities in advertisements how affects customers' purchase decision: The case of Turkish Airlines

Advertisements are visual, written and auditory constituents prepared for introduction of goods and/or services that businesses have produced to the target audience. Businesses are able to provide various information about the goods and/or services that they produce to their target audience, thus, plan to increase their customer potency thanks to advertisements. What matters here is that advertisements be able to get consumers' attention and be formed in the way that they make it easy to be remembered. The fact that advertisements are effective in increasing products sales is proved by a lot of scientific researches. In this study, it has been aimed at analyzing the effect of utilizing celebrities in advertisements upon purchase-preference of customers by embracing THY (Turkish Airlines) advertisements. In order to identify the effect of utilizing celebrities in advertisements upon customers and to practically present what these effects are, data analysis was made by survey technique. During survey data evaluation, the program, SPSS, was used and values from descriptive statistics such as frequency, percentage, mean and standard deviation were calculated and interpreted for determining demographic features. For finding answers for research questions, fisher's exact test were utilized. According to survey results, by utilizing celebrities in advertisements; men attendees, 25-35 aged attendees and over 3.001 TL salaried attendees are affected in the point of dedication to product and tendency to purchasing. According to survey results again, THY advertisements take place in the most remembered six advertisements group and attendees give positive feedback for THY in the point of purchasing. Also, it is seen that five of the most remembered six advertisements, utilizes celebrities. To summarize, utilizing celebrities in advertisement sector is definitely an unavoidable and a sine qua non feature.