Can Product Placement be Used for Advertising Purposes in Turkish Series: Case of “Aşk-I Memnu” Necklace (Testing a Measurement Instrument)

Mehmet, Özer Demir (2012) Can Product Placement be Used for Advertising Purposes in Turkish Series: Case of “Aşk-I Memnu” Necklace (Testing a Measurement Instrument). In: 3rd International Symposium on Sustainable Development, May 31 - June 01 2012, Sarajevo.

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Abstract

Product placement has become an important promotional mix element in recent years in Turkey. Since audiences are skeptical towards commercials, advertisers have begun to turn to a variety of alternative advertising channels in order to reach customers. One of the channels they have begun to use more frequently in recent years is product placement, the placing of branded products in movies and television programs alike. The aim of the study is testing a research instrument appropriate for measuring product placement formation. The study proposes existence of relationship between connectedness to the series and attitude towards product placements in the series, and researches connectedness dimensions having effect on product placement. Research is carried out in Antalya in 2011 with convenience sampling of 300 respondents. The questionnaire form is an adopted version of connectedness scale developed by Russell et al. (2004). Keywords: Product Placement, Brand Placement, Advertising, Promotion Mix, Soap Operas, TV Series.

Item Type: Conference or Workshop Item (Paper)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economics > Management Department
Depositing User: Users 173 not found.
Date Deposited: 09 Nov 2012 08:27
Last Modified: 09 Nov 2012 08:27
URI: http://eprints.ibu.edu.ba/id/eprint/1362

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