Effect of advertisement on consumer attitude and a practice

Nowadays companies use different advertising tools to reach, inform their customersand create positive attitudes towards their products, brands and the company itself. Reachingcustomers differently with advertisements creates positive and/or negative effects on theconsumers. It is not possible to measure the exact effect of advertisements on consumers butby using some test techniques, it could be measured to a certain degree.The aim of this study is to try and determine whether there is a significant differencein attitudes and behaviors of two different consumer groups (where one group is shown amagazine advertisement and the other is not shown any advertisement). It is expected thatthere will be a significant difference between the two groups on some issues pertaining toattitudes and behavior. Although a significant difference was obtained on some factors, intotal a general difference was not observed. The main reason for this could be the fact that theselected brand of cellular phones is new in the Turkish market and not many consumers areaware of this brand. When asked to name the first brands that come into their mindsconcerning cellular phones, the selected brand was not in the first five brands listed. Thereforethe attitude towards the selected brand is not very different for the two consumer groups. Inconclusion, advice is given on how to position the new brand and what could be done toincrease the positive impact of the brand on the consumers.Keywords: Advertisement, Advertising Process, Consumer Behavior, Consumer Attitude