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Evaluation of Celebrity Usage in Television Advertisements: Research on The Students of Uşak University Communication Faculty
Companies aim to attract consumers' attention with their advertising strategies. The most common strategies that companies use in advertising film are using people who are already using and satisfied with the product, using an expert in the product, that a cross-section of daily life and finally using social media mikro-celebrities and television celebrities. Many companies in our country use the strategy of using celebrities in their advertisements. In this study, it has been investigated how the perception of Uşak University Faculty of Communication students' ad watching habits and the usage strategy of celebrities in advertising films. The study consists of 3 titles. In the first title, the literature on the concept of marketing communication and advertising, in the second title, the literature on television ads and the strategy of using celebrities in advertisements, and in the last title the aim, method and analysis of the findings obtained in the research are included.

Celebrities, Advertisement, TV Advertisement, Consumer Behaviour

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Formerly Karabuk University
Journal of Institute of Social Sciences between 2013-2020
(ISSN: 1309-436X eISSN:2147-7841))

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