Özet:

The importance of promotional elements has been increasing as a result of the intensifying competition among businesses. Especially the amount of money spent for ads has been steadily rising, and the number of ads circulating in different environments has reached significant levels. This situation leads consumers to remain ever more indifferent to ads. By organizing advertising campaigns with celebrities, companies desire to benefit from their image in their ads in order to attract more attention by people. The current study deals with how the use of celebrities for this purpose is perceived by consumers. The main themes of the study comprise what people think when they see famous people in ads and how this shapes their buying preferences. In this context, a questionnaire was administered to consumers to collect data about the utilization of celebrities in ads. According to the findings of the study, the use of famous people in ads attracts the attention of consumers. However, there are a few points that businesses should consider to succeed in this.

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