REVIEW OF RELATED LITERATURE
In today’s world, advertising is a commonly discussed type of communication and perhaps the one from which most things are expected. Advertising has become an indispensable phenomenon not only for producers but also, in a sense, for consumers (www.danismend.com.tr/13.02.2007). The primary objectives of the institutions and establishments, which endeavor to survive in this information age, are to achieve their goals through the most efficient utilization of their physical and human resources; to produce and to market their goods and services; and to derive greater profits. Advertising is one of the most effective applications of marketing communication for enterprises which wish to achieve these objectives, to survive within this competitive environment and to establish a competitive advantage (Yaylacı, 1998, p.43). Intense competition exists within all market sectors for attracting the interest of consumers to different or similar goods and for influencing their purchasing decisions. Accordingly, for institutions or enterprises, advertising is of great importance in drawing the attention of the customers and affecting their choices among numerous products (Oluç, 1990, p.3). On the other hand, advertising, from a consumer viewpoint, is regarded as a guide that helps consumer to choose the most appropriate and rational product for him/herself among the thousands offers on the market so as the best to meet his/her own needs. Advertising, when used for various purposes, such as the survival of the companies within this competitive atmosphere, promoting the sale of goods or helping consumers in their choice, is of great importance in our lives. Enterprises utilize several types of instruments in their advertising strategies, one of which is outdoor advertisements. The term; “Outdoor Advertising” corresponds to any advertisements located in open air, i.e, outdoor areas. An outdoor advertisement is the only advertisement medium to which we are exposed involuntarily. While some efforts involved for other kind of advertisements, outdoor advertising is unique in which we experience direct and involuntary exposure to messages. Outdoor advertising, which began with sign painting and large advertisements painted on buildings in Turkey in 1985, has developed rapidly in the last few years, particularly with partnerships of foreign advertising agencies within the sector (Güven, 1999, p.4).
OTHER SIMILAR MARKETING PROJECTS AND MATERIALS
MARKETING ACTIVITIES AND FAITH BASED ORGANIZATIONS
Chapter one Introduction 1.1. Background of the study Marketing is an integral part of any organization. This would help increase customer base and make an organization very popular if adequately a...Continue reading »
THE EFFECT OF ADVERTISEMENT ON CONSUMER BRAND PREFERENCE
CHAPTER ONE 1.1. INTRODUCTION Advertiser’s primary mission is to reach prospective customers and influence their awareness, attitudes and buying behaviour. They spend a lot of money to keep in...Continue reading »
A STUDY INTO THE PROCESS OF PRODUCT PLANNING AND DEVELOPMENT IN MARKETING
CHAPTER ONE INRODUCTION Marketing concentrate on the buyers or consumers determining their needs and desires, educating the regard to the availability of products and to important products features ...Continue reading »
ADVERTISING: AN EFFECTIVE PROMOTIONAL TOOL FOR MARKETING NEW PRODUCTS ( A CASE STUDY OF NASCO MARKETING COMPANY)
ABSTRACT Promotional mix variables differ in effectiveness in generating consumer interest and influencing purchase decision. In this study, an attempt is made to evaluate the effectiveness of adverti...Continue reading »
ANALYSIS OF PROMOTION MIX AS A TOOL OF MARKETING COMMUNICATION
The article on this topic (analysis of promotion mix as a tool of marketing communication) is an extract from literature review of the project material. The complete project work would be made availab...Continue reading »
EFFECT OF PERSONAL SELLING AND MARKETING ON SALES GROWTH
CHAPTER ONE INRODUCTION Personal selling is an important component of the overall marketing strategy of an organization. According to Adamu (200) personal selling is the presentation of a persuasive...Continue reading »
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