Günümüzde, markalar rekabette bir adım öne geçmek adına gelenekselin dışında pazarlama stratejileri uygulamaktadır. Yaratıcı boyutlarıyla dikkat çeken ürün yerleştirme uygulamaları da bu stratejilerden biri olarak öne çıkmaktadır. Ürün yerleştirme; sinema, televizyon ve benzeri mecralarda markalı bir ürünün kendisinin veya ürüne yönelik reklam içeriğinin bulunması, stüdyo ortamlarında markası olan bir ürünün gözle görülür bir şekilde konumlandırılması gibi yollarla, reklam olduğu vurgulanmadan ürünün reklamının yapılması olarak tanımlanmaktadır Bu çalışmada amaç; televizyon dizilerindeki ürün yerleştirme uygulamalarının, marka farkındalığı ve satın alma niyeti ile ilişkisini tespit etmektir. Bu amaca yönelik olarak, bir anket çalışması yapılmış ve katılımcıların, ürün yerleştirme ile ilgili tutumları ölçülmeye çalışılmıştır. Akabinde, bu tutumların marka farkındalığına ve satın alma niyetine etkisi değerlendirilmiştir. Araştırmanın sonucunda, ürün yerleştirme uygulamalarının marka farkındalığı yaratmaya yardımcı olduğu ve marka farkındalığının da satın alma niyetinde etkisinin söz konusu olduğu tespit edilmiştir.
Today, brands are implementing marketing strategies outside the tradition in order to move a step forward in competition. The product placement practices that attract attention with their creative dimensions are also highlighted as one of these strategies. The placement of the product is defined as the placement of the product without emphasis on advertising, by means such as the placement of the product with a brand content for the product itself or for the product, the placement of the product with a brand in the studio environment, the purpose of this study is to identify the relationship between the placement of the product in the television series, the brand awareness and the intention of purchase. For this purpose, a survey study was conducted and the participants were attempted to measure the attitudes regarding the product placement. In the end, the impact of these attitudes on the brand awareness and the intention to purchase was assessed. The study found that product placement practices create brand awareness and that brand awareness also had an impact on the intention to buy.
Today, companies have turned on traditional marketing practices to take a step ahead of the brands they are in competition with. Product placement is on of these practices, which are located in a way that makes the consumer less uncomfortable and which is more remarkable with their creativity levels. It is possible to define product placement as positioning of a branded product in a film, series, theater, computer game and similar content without advertising emphasis. In 1930s, product placement practices have entered our lives with cinema films and than it has started to be applied in many different media like television, theater, novels, digital games, internet environment, video clips and concerts. The purpose of this study is to measure the effect level of product placement in television series on brand awareness and purchasing intention, and also to determine the effect level of brand awareness on purchasing intention. For this purpose, a questionnaire was applied and the attitudes of the participants towards product placement were tried to be measured. After that, the effects of these attitudes on brand awareness and purchase intention were analyzed. As a result of the research, it has been determined that product placement practices help to create brand awareness. And brand awareness has also been found to have an effect on purchasing intention.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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