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