VARIABLES THAT AFFECT ADVERTISING AVOIDANCE IN TELEVISION AND NEWSPAPER

In this study, the predictors of ad avoidance in television and newspaper were examined. in the research face to face survey method was used and 527 surveys were conducted. the independent variables used in this study were, demographic variables, time allocation, media related variables, attitudes toward advertising in each medium, communication problems, perceived advertising clutter and presence of others. the dependent variable used in this study was advertising avoidance. the main data analysis used in this study was hierarchical regression. as a general result, the advertising avoidance in television was much more from ad avoidance in newspaper. in the explanation of the ad avoidance, age, income and education in demographic variables; present time in time allocation; attitudes toward medium in media related variables; waste of time in attitudes toward advertising in each medium; distraction and disruption in communication problems related to advertising; perceived advertising clutter and presence of other were found as significant predictors. in this study, time allocation, perceived advertising clutter and presence of others were added as predictors different from the study of speck and elliot (1997). as a final result, when the independent variables examined as groups, attitudes toward advertising in each medium and communication problems related to advertising were the strongest predictors of the advertising avoidance