The role of tv advertisements on the purchasing deci̇si̇ons of consumers in Turkey

Advertisements, as one of the component of marketing mix, are used by business firms intensely to influence consumers. In other words, the target group of advertisements is the consuming individuals. Advertisements which are named as the one of the most important elements of marketing communication have a significant influence on consumer attitudes and behaviors. The consumer's positive attitude toward an advertisement is referred to "admiration", negative attitude is considered as "disfavor". Consumer attitudes towards advertisement determine consumer behavior. The aim of this study is to comprehend the role of television advertisements during the buying decision process of consumers in Turkey.