Advertisement as an instrument of informal education in aspesct of marketing ethics and effects of television advertisement on consumer behaviour

This study is focused on the advertisement which is sub element of marketing mix, more spesifieiy television advertisements. Examining advertisement on television in aspect of marketing ethics is required. The aim of this study is to determine the effects of television advertisements on consumers, the expectations of consumers from those advertisements, whether those advertisements obey the marketing ethics or not and whether advertisements made wihtout regarding marketing ethics effect consumer behaviours negatively or not. Primarily, the required sources are examined by scanning literature about the subject. In the final part, an area examination is made by using survey method. The required evaluations are made by the help of statistical calculations, formed by the results of surveys as tables. Consequently, It is found that, the television advertisements have positive and negative effects on consumers in Turkey. The second finding is about the contents of advertsiments; the consumers expect true and educative informations from advertisements. It is also seen that, generally the television advertisements in Turkey are not appropriate for marketing ethics and the advertisements made without giving importance have negative effects on consumers.