The evaluation of the perception of advertising attractiveness and advertising strategies in different genders over gisinfectant ads

The concept of gender is an effective market segmentation variable in determining the marketing decisions and strategies of businesses. With an effective marketing communication it is possible that products and services can address the demands and needs of the target audience and attract the attention of the target audience. In terms of marketing communication, the ads that shape the behavior of buying significantly play a key role in reaching the target audience. The attractiveness and strategy of the advertisement, which expresses the elements developed to attract the target audience's attention to the advertised product or service, to ensure the permanence of the product or service, and to be distinguished from its competitors, are among the topics discussed in this study. In this context, the visuals used in disinfectant advertisements are based on gender while creating attraction and strategy in advertising; Understanding and interpretation of information, differences in attention span and numbers, and neuromarketing research techniques are tried to be set forth by Eye Tracking method. This study was held with a total of 30 volunteers (15 women and 15 men) within the scope of University of Firat, Marketing and Neuromarketing Research Center. In the research, the awareness level of the visuals used in disinfectant advertisements were investigated by the Eye Tracking analysis method of the target audience and the visual effect levels were determined. For this reason, the real reasons underlying the different decisions of men and women in brand selection were tried to be understood through the disinfectant advertisements. Thus, differentiation levels of visual effects levels on disinfectant ads by gender were determined.