Türkiye'de ulusal kanallarda yayınlanan sitcom dizilerinde ürün yerleştirmenin pazarlama iletişimine etkisi üzerine bir araştırma
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2014
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Open Access Color
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Abstract
Günümüzde etkili bir iletişim aracı olan televizyonun izleyici sayısının giderek artmasını dikkate alan pazarlamacılar, hedef kitlelerine ulaşmak amacıyla izleyiciler üzerinde etkili olabilecek alternatif reklam yöntemleri bu araç üzerinden kullanmaya yönelmektedirler. Bunlardan biri de ürün yerleştirme stratejisidir. Ürün yerleştirme uygulamalarının son dönemlerde yayılmaya başlamasının önemli nedenlerinden biri de maliyetinin az olmasıdır. Bu çalışmada, firmaların hedef kitlelerine ulaşmak için kullandıkları bilinen iletişim etkinliklerine alternatif olarak geliştirilen ürün yerleştirmenin özellikle ülkemizde en popüler kullanım mecrası olan televizyonlarda, dizilerde yer almasının pazarlama iletişiminde yarattığı etkiler ortaya konmaya çalışılmıştır.
Nowadays, an effective communication tool of television and the increasing number of television viewers are attracting the attention of marketers. In order to reach the target audience, will be effective for the marketers using alternative advertising methods. One of them is product placement strategies. The one of reason that starting outspread of product emplacement applications in recently terms is being it's cost is so minimal. In this study, product emplacement which is developed to being as an alternative to connecting techniques which is used to reach to target mass by business firms, it's effects was tried to expressed in marketing communication which especially standing using area of televisions in situation comedy serial film.
Nowadays, an effective communication tool of television and the increasing number of television viewers are attracting the attention of marketers. In order to reach the target audience, will be effective for the marketers using alternative advertising methods. One of them is product placement strategies. The one of reason that starting outspread of product emplacement applications in recently terms is being it's cost is so minimal. In this study, product emplacement which is developed to being as an alternative to connecting techniques which is used to reach to target mass by business firms, it's effects was tried to expressed in marketing communication which especially standing using area of televisions in situation comedy serial film.
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Reklamcılık, İşletme, Pazarlama iletişimi, Advertising, Business Administration, Reklamlar, Marketing communication, Televizyon dizileri, Advertisements, Television serials, Ürün yerleştirme, Product placement
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92