The main aim of this thesis is to discuss conflicting opinions about the existence,
targets and the system of advertising and to examine its effects on purchasing
behaviors. Another important aim of the study is to demonstrate that advertising is an
important but not the sole factor which increases the sales of a product. The study
focuses on the relationship between the capitalist industry and consumers& / #8217 / purchasing
decisions. It discusses the effects of marketing strategies on consumer behaviors and
purchasing preferences. The interaction between the symbolic representations of
commodities& / #8217 / brand names and consumption decisions are evaluated and the basic
arguments of critics and advertisers about the system of advertising are discussed. In
addition, variables other than advertising that influence consumer behaviors are examined and the importance of advertising in modern marketing is presented. To
understand the messages in today& / #8217 / s advertisements deeply, semiology as one of the
most important methodologies of decoding advertisements, the basic advertising
formats and the language of advertising are evaluated. The question of how meaning
is reconstituted both by advertisers and the viewers of messages is discussed. The
study also entails a case study in which AkSam& / #8217 / s re-launch advertising campaign is
evaluated. AkSam& / #8217 / s brand and image perception before and after the advertising
campaign is examined. After this evaluation, the success of an advertising campaign
in accordance with its advertising strategy is discussed.
| Identifer | oai:union.ndltd.org:METU/oai:etd.lib.metu.edu.tr:http://etd.lib.metu.edu.tr/upload/1177179/index.pdf |
| Date | 01 December 2003 |
| Creators | Bakan, Munevver Asli |
| Contributors | Yegenoglu Mutman, Meyda |
| Publisher | METU |
| Source Sets | Middle East Technical Univ. |
| Language | English |
| Detected Language | English |
| Type | M.S. Thesis |
| Format | text/pdf |
| Rights | To liberate the content for public access |
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