The effect of ambient advertising on brand awareness as a type of guerilla advertising

Nowadays, advertisements has great importance for the purpose of introduce of products and services. Thanks to advertisements, consumers are informed, persuaded and directed to purchasing behavior. For this reason, businesses benefit from many types of advertising.One of these type of advertisement is guerilla types advertisement.Unpredictable awareness is created thanks to guerrilla advertisements. One of the guerrilla advertisement types is ambient advertisements. Advertisements can also create awareness among consumers in terms of the brand. In this essay, the effect of ambient advertisements on brand awareness as a type of guerrilla advertisement was investigated and the results were evaluated. İn this study survey method has been used.It was concluded that ambient advertisements have an impact on brand awareness, with the survey conducted using the decision sampling method on 508 people with different demographic characteristics.SPSS program was used to evaluate the results in this essay. In the findings and conclusion section, the similarities and differences in the effects of ambient advertisements on brand awareness of individuals are revealed.In the conclusion part, suggestions were made both to set an example for future academic essays and to the representatives of the sector.