The impression of advertising instruments over the buying behaviour of consumers and the application in İskenderun Naval Base Command

VI ABSTRACT Advertisement is one of the most important means of existence of the companies which they mostly apply in order to provide the necessary communication and passing information with the market, affect people's decision while buying and persuade them to purchase their own products. The companies have the consumers get their advertisement messages by means of advertisement and so try to increase the demands of the consumers by affecting their preference. Having this communication seems to be influential when we look at the attitudes of the consumers and the relations between the means of advertisement. With regard to this, the consumer gets the information about the qualities of the goods and trademark from different sources but firstly from the means of advertisement When the means of each advertisement have different features it affects consumers in different ways. Each means of advertisement has a different impact on consumers in terms of drawing attention, arousing interest and desire to buy. According to the researches made, it appears that with regard to purchasing the goods TV is one of the most effective means of advertisement on consumers and the advertisement of the sales places which are the most effective on consumers by motivating and persuading them to buy the products. Apart from this it has been proved that consumers buy the products as they are greatly affected and persuaded by the means of advertisement which they believe reliable. Means of advertisement which can I have a great effect on consumers perception, motivation, learning, attitudes and personalities and which will increase the purchase of the goods should be preferred.