PRODUCT PLACEMENT STRATEGIES ON TELEVISION SERIES: AN EMPIRICAL INVESTIGATION

Year 2005, Volume: 3 Issue: 10, 217 - 237, 01.11.2005

Nilsun Sarıyer

Abstract

Companies, considering the fact that the number of viewers of television which is an effective means of communication, tend to apply different methods ol 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.

PRODUCT PLACEMENT STRATEGIES ON TELEVISION SERIES: AN EMPIRICAL INVESTIGATION

Abstract