Title

TELEVİZYON DİZİLERİNDE MARKA YERLEŞTİRME STRATEJİLERİ ÜZERİNE BİR ARAŞTIRMA.

Authors

Sariyer, Nilsun

Abstract

Companies, considering the fact that the number of viewers of television which is an effective means of communication, tend to apply different methods of communication in order to reach target audiences. Using product placement strategies is among them. It can be classified into three main types: implicit product placement, integrated explicit product placement and non-integrated explicit product placement. The purpose of this study is to find an answer to the question: whether customers who prefer different product placement strategies have different demographic variables or not. The sample of the survey is determined by stratified sampling method. Data has been collected from 364 customers via a questionnaire. According to the statistical results, it is revealed that customers with different demographic variables prefer different product placement strategies. In addition to this, each market segment has different expectations depending on their demographic variables for brand placement.

Subjects

MARKETING management; PRODUCT placement; MARKETING mix; MARKET penetration; MARKETING strategy; MARKET saturation; TELEVISION programs; MARKETING research; POPULATION geography

Publication

Akdeniz University Faculty of Economics & Administrative Sciences Faculty Journal / Akdeniz Universitesi Iktisadi ve Idari Bilimler Fakultesi Dergisi, 2005, Vol 5, Issue 10, p217

ISSN

1302-9975

Publication type

Academic Journal