Research amongs university students on the affects of television advertisements on consumers` buying behaviour

iiABSTRACTCompanies give more importance to marketing communication due tothe increase in numbers and types of services and products. Which are all aimedtowards consumer awareness. One of the basic tools of marketing communication isthe importance of advertisement which is increasing in company activities within itstarget markets. Within the communication process, the most important point thatcompanies should recognize is consumers? qualifications that form consumer buyingbehavior. Advertisements attempt to persuade consumers on buying a particularproduct, service or brand. Therefore they provide information about products,services or brands and help consumers to recall them.Because of the qualities such as providing visual and auditory messagesspontaneously, reaching masses and taking an important place in daily life, televisionhas been keeping its quality of being the most used advertisement tool for years. In atelevision advertising campaign that is used to direct consumer buying behavior,companies analyze the effects of individual and environmental factors on consumerbuying behavior and they determine the kind, form of narration and approach oftelevision advertisement.Before, during and after the campaign, companies do research on consumersbecause they want to create effective strategies. At the beginning of the campaign,they attend to consumer buying behavior, during the campaign, they deal withchange in consumer buying behavior and at the end of the campaign they take carewith sales. The results of these researches help companies to evaluate their strategiesof advertisement campaign.In the research; first, subjects of television advertising and consumer behaviorare evaluated theoretically and then a survey is conducted among university studentsto measure effects of television advertising on consumer buying behavior.