An Assesment of Public Attitudes Toward Advertising-in-General in Turkey

Year 2015, Volume: 15 Issue: 1, 43 - 54, 01.03.2015

Ali Atıf Bir Kemal Suher Gül Şener

https://doi.org/10.18037/ausbd.52637

Abstract

Despite widespread literature on attitudes toward advertising in general, there is still need for country specific researches with big samples, especially in regards to developing economies. Current work (n=2004) focuses on the Turkish public attitudes toward advertising and the effect of beliefs and demography as differentiating factors. Turkish people’s perception of advertising falls between negative and neutral. They are more favorable towards advertising as institution than advertising as instrument, which were found to be the strongest predictors of attitudes toward advertising in general. In contrast to American-European mainstream, demographic factors have minor effect on the attitudes toward advertising in general.

Keywords

Advertising As Institution, Advertising As Instrument, Attitude, Attitude Toward Advertising

An Assesment of Public Attitudes Toward Advertising-in-General in Turkey

Abstract

Reklama yönelik tutum araştırmalarının geniş yelpazesine rağmen özellikle gelişmekte olan ekonomilere yönelik, geniş örneklemli, ülke özelinde araştırmalara ihtiyaç olduğu gözlenmektedir. Bu çalışmanın amacı Türkiye’de insanların (n=2004) reklama yönelik tutumun ve reklamla ilişkili inançların tutuma olan etkisinin demografik faktörler üzerinden incelenmesidir. Türkiye’de insanların reklama yönelik algısı nötr ile olumsuz aralığındadır. Kurum olarak reklama yönelik tutumları reklamın uygulamalarına yönelik tutumlarına oranla daha olumludur. Kurum olarak reklama yönelik tutum aynı zamanda reklama yönelik genel tutumun diğer faktörler arasında da en güçlü belirleyicisidir. Avrupa-Amerika odaklı araştırmaların aksine, Türkiye’de reklama yönelik genel tutum bulgularına bakıldığında demografik faktörlerin etkisinin düşük düzeyde olduğu gözlemlenmiştir.

Keywords

Kurum Olarak Reklam, Uygulama Olarak Reklam, Tutum, Reklama Yönelik Tutum

References

• Alwitt, L.F. & Prabhaker, P.R. (1994) Identifying Who Dislikes Television Advertising: Not by Demograp- hics Alone. Journal of Advertising Research, 34 (6), 17-29.
• Andrews, J.C. (1989) The Dimensionality of Beliefs in Toward Advertising in General. Journal of Adverti- sing, 18 (1), 26-35.
• Andrews, J.C., Durvasula, S. & Netemeyer, R.G. (1994) Testing the Cross-national Applicability of US and Russian Advertising Belief and Attitude Measures. Journal of Advertising, 23 (1), 71-82.
• Ashill, N.J. &Yavas, U. (2005) Dimensions of Adver- tising Attitudes.Marketing Intelligence & Planning, 23 (4), 340-349.
• Bauer, R.A. &Greyser, S.A. (1968) Advertising in Ame- rica: The Consumer View. Boston: Harvard Univer- sity Press.
• Beard, K.B. (2003) College Student Attitudes Toward Advertising’s Ethical, Economic, and Social Con- sequences. Journal of Business Ethics, 48, 217-228.
• Bush, A.J., Smith, R. & Martin, C. (1999) The Influen- ce of Consumer Socialization Variables on Attitude Toward Advertising: A Comparison of African- Americans and Caucasians. Journal of Advertising, 28 (3), 13-24.
• Durand, R. & Lambert, Z. (1985) Alienation and Cri- ticism of Advertising.Journal of Advertising, 14 (3), 22-26.
• Durvasula, S., Andrews, J.C., Lysonski, S. & Neteme- yer, R.G. (1993) Assessing the Cross-national App- licability of Consumer Behavior Models: A Model of Attitude toward Advertising in General. Journal of Consumer Research, 19, 626-636.
• Azjen, I. & Fishbein, M. (1980) Understanding Atti- tudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.
• Dutta-Bergman, M. J. (2006) The Demographic and Psychographic Antecedents of Attitude Toward Advertising. Journal of Advertising Research, 46 (1), 102-112.
• Haller, T.F. (1974) What Students Think of Adverti- sing. Journal of Advertising Research, 14 (1), 33-38.
• La Ferle, C. & Lee, W. (2003) Attitudes Toward Adver- tising: A Comparative Study of Consumerism in China, Taiwan, South Korea and the United States. Journal of International Consumer Marketing, 15 (2), 5-23.
• Larkin, E.F. (1977) A Factor Analysis of College Stu- dent Attitudes toward Advertising. Journal of Ad- vertising, 6 (2), 42-46.
• Ling, K. C., Piew, T. H. & Chai, L. T. (2010) The Deter- minants of Consumer’s Attitude Towards Adverti- sing, Canadian Social Science, 6 (4), 114-126.
• Lutz, R.J. (1985) Affective and Cognitive Antecedents of Attitude toward the Ad: A Conceptual Frame- work, in Alwitt, L. & Mitchell, A. (eds.) Psycholo- gical Processes and Advertising Effects: Theory Re- search, and Applications. Hillsdale & NJ: Erlbaum.
• Mckenzie, S. B. & Lutz, R. J. (1989) An Empirical Exa- mination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Con- text. Journal of Marketing, 53 (2), 48-65.
• Mehta, A. (2000) Advertising Attitudes and Adverti- sing Effectiveness. Journal of Advertising Research, 40 (3), 67-72.
• Millan, E. S. & Mittal, B. (2010) Advertising New Audi- ences: Consumer Response in the New Free Market Economics of Central and Eastern Europe – The Case of Czech Republic, Journal of Advertising, 39 (3), 81-98.
• Mittal, B. (1994) Public Assessment of TV Advertising: Faint Praise and Harsh Criticism. Journal of Adver- tising Research, 34 (1), 35-53.
• Muehling, D. D. (1987) An Investigation of Factors Underlying Attitudes-toward-Advertising-in- General. Journal of Advertising, 16 (1), 32-40.
• O’Keefe, D.J. (2002) Persuasion: Theory and Research. Thousand Oaks, CA: Sage.
• Olson, M.A. & Kendrick, R.V. (2008) Origins of Atti- tudes, in Crano, W.D. &Prislin, R. (eds.) Attitudes and Attitude Change. New York: Psychology Press.
• Petrovici, D. & Marinov, M. (2007) Determinants and Antecedents of General Attitudes Towards Adver- tising: A Study of Two EU Accession Countries. European Journal of Marketing, 41 (4/3), 307-326.
• Petrovici, D. &Paliwoda, S. (2007) An Empirical Exa- mination of Public Attitudes Toward Advertising in a Transitional Economy. International Journal of Advertising, 26 (2), 247- 276.
• Pollay, W.R. & Mittal, B. (1993) Here’s the Beef: Fac- tors, Determinants, and Segments in Consumer Criticism of Advertising. Journal of Marketing, 57 (3), 99-114.
• Sandage, C. H. & Leckenby, J.D. (1980) Student Atti- tudes Toward Advertising: Institution vs. Instru- ment. Journal of Advertising, 9 (2), 29-44.
• Shavitt, S., Lowrey, P. & Haefner, J. (1998) Public At- titudes Toward Advertising: More Favorable Than You Might Think. Journal of Advertising Research, 38 (4), 7-22.
• Smith, R. E. & Swinyard, W.R. (1982) Information Res- ponse Models: An Integrated Approach. Journal of Marketing, 46 (1), 81-93.
• Tabachnick, B.G. & Fidel, L.S. (2007).Using Multivari- ate Statistics.(5thedn.) Boston, New York: Pearson.
• Truong, Y., McColl, R., Descubes, I. (2009) Testing U.S. Advertising Belief and Attitude Measure in France. Journal of Euromarketing, 18 (1), 35-46.
• Turkish Association of Advertising Agencies, 2014. [http://rd.org.tr/medya-yatirimlari.html] (Access date, 11.12.2014).
• Tüad, 2014. [http://tuad.org.tr/?sayfa=projelerimiz& id=6] (Access date, 11.12.2014).
• Usman, M., Ilyas, S., Hussain, M. F. & Qureshi, T. M. (2010) General Attitudes Towards Advertising: Cultural Influence in Pakistan, International Jour- nal of Marketing Studies, 2 (2), 124-133.
• Zanot, E. (1981) Public Attitudes Toward Advertising, in Hunt, H. (eds.) Advertising in a New Age, Pro- ceedings of the Annual Conference of the American Academy of Advertising. Brigham Young Univer- sity, Provo, UT, 142-146.
• Zinkhan, G.M. & Balazs, A.L. (1998) The Institution of Advertising: Predictors of Cross-national Differen- ces in Consumer Confidence, Journalism and Mass Communication Quarterly, 75 (3), 535-547.