Özet:

Today, the increasing competitive environment and the excess of diversity offered to consumers have increased the desire for to be noticeable and preferable compared to their competitors. In this competitive environment, one of the important tools that can use to reach the consumer and tell themselves is advertising. In a period in which advertising is so important it appears as an important question sign of how advertising is perceived by the audience and how it affects the intention of buying. In this direction, this study has studied the impact of the audience perception components in the advertising industry on the attitude towards advertising and the intention of purchasing. Data from consumers is collected through the online survey method. According to the findings obtained, advertisements perceived as informative and entertaining by the audience have an impact on the ad-oriented attitude. In addition, there is a positive impact on the intention of advertising to purchase. Advertising has a positive impact on the intention of purchasing.

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