Information content in advertising: A comparative research direct to newspaper and TV advertising in Turkey

To give information to the consumers regarding the products and services in order thatconsumers gives true buying decision by reducing his economical, social and physchologicalrisks is one of the basic functions of advertising. In addition, since consumers preferadvertising at first because of being an important source of information and firms have controlpower, it is the most preferenced marketing communication tool. The fact that advertisingshould fulfill its informative role is an important subject not only for consumers but also forthe advertisers who should plan their creative strategies by taking into consideration theinformation needed of the consumers.But because that consumer-product relation changed by the result of consumptionculture, as a result consumers? expectations from products have turned more much towardssymbolic values from functional and products? symbolic values has been percieved bysociety that consumers live in too, advertising sector needs to change strategies. The clearestproperty seen in advertising strategies is that message content is biased more artistic andemotional strategy by changing.In this research, in spite of changing, how information which can be useful forconsumer are transfered by advertising, what kind of information is given to consumers, howelements which affect to information content in advertising reflect to advertising, areevaluated. The aim of this research is to analize Turkish tv and newspaper commercials interms of information content.Research results show that Turkish advertising has high ratio information content and,information content and information criterias dispersion show differences according to bothgeneral dispersion and product categories. In spite of this difference, it is noticed that someinformation criterias become dense at all product categories. Besides, newspaper commercialshave more information content than tv commercials.