Abstract: Advertisements Used in Fashion Products and Customer Perceptions Concerning Advertisements

Basak Bogday Saygili and Sule Civitci

Abstract

In the fashion sector where competition is lived intensively, the successes of firms producing and selling the same product group depend on their using fashionable marketing communication tools effectively and rationally. One of these communication tools is advertising. Advertisements are one of the main factors affecting customer behavior. The customers acquire information about products thanks to advertisements that the producer and seller firms made.