The comparison of advertising perception according to the consumer's demographic characteristics in TV and digital platform applications

In this research, the consumer's trust and attitude to advertising were investigated regarding to socio-demografic characteristics and these behavior patterns were examined in television and digital media. Advertising is the biggest marketing argument for firms today. The incredible development of technology has increased the competition among firms. The technological development of the firms has started mass production and aimed to sell their products as soon as possible. In order to reach many consumers, the highest target audience is in television and digital media. In the first section of the study, advertising and media were examined in detail. The current situation and investments of the media in the world and in Turkey are included. In the second section, consumer behaviors and purchasing models are mentioned. In our research, the survey method was applied by sending a questionnaire to the audiences via e-mail and whatsapp. In this survey, the attitude and trust of consumers towards television and digital were examined. As a result, it has been determined that the rate of watching the advertisements of the audience is quite low. Firms should take various measures in this regard and turn to alternative advertisements that will affect the consumer. It will be useful for the brands to carry out special advertising activities integrated into the content in accordance with the broadcast content on TV and digital platform, taking into account the socio-demographic characteristics of the consumers.