Özet:

The concept of gender is an effective market segmentation variable in determining businesses' marketing decisions and strategies. With effective marketing communication, it is possible that products and services can address the target audience's demands and needs and attract the attention of the target audience. In terms of marketing communication, the ads that shape buying behavior significantly play a key role in reaching the target audience. The attractiveness and strategy of the advertisement, which expresses the elements developed to attract the target audience's attention to the advertised product or service, to ensure the permanence of the product or service, and to be distinguished from its competitors, are among the topics discussed in this study. In this context, the visuals used in disinfectant advertisements are based on gender while creating attraction and strategy in advertising; Understanding and interpreting information, differences in attention span and numbers, and neuromarketing research techniques are tried to be set forth by Eye-Tracking method. This study was held with a total of 30 volunteers (15 women and 15 men) within the scope of the University of Firat, Marketing and Neuromarketing Research Center. In the research, the awareness level of the visuals used in disinfectant advertisements were investigated by the Eye Tracking analysis method of the target audience, and the visual effect levels were determined. For this reason, the real motives underlying the different decisions of men and women in brand selection were tried to be understood through disinfectant advertisements. Thus, differentiation levels of visual effects levels on disinfectant ads by gender were examined.

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