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PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS

Year 2018, Volume: 6 Issue: 1, 47 - 65, 01.06.2018
https://doi.org/10.14514/BYK.m.21478082.2018.6/1.47-65

Abstract

Turkish soap operas have scored great success both in the home country and also in Middle East and Balkan countries recently. In Turkey producers and marketers discovered the power of soap operas. Thus as a promotional mix element product placement is widespreadly used in Turkish soap operas. On the other hand Turkish soap operas are broadcasted in more than 100 countries. Consequently the product placed in exported soap opera is seen by audience in foreign countries. This paper investigates the effect of product placement in Turkish soap operas to the sponsor firms’ clients’ international sales. In other words it is questioned if Turkish placed products’ international sales rise after soap operas’ internationalization Qualitative research is done on 3 jewellery firms placing their products on soap operas. Study results finds out firstly the general product placement effects to the clients. This study also discover that the firms having a distribution channel in foreign countries evaluate the results after product placement differently from the firms that don’t have distribution channel in foreign countries. Thus, this paper finds out the importance of distribution channel for international sales after product placement. Consequently distribution channel possession in foreign countries has been evaluated as a property of firm affecting product placement results especially the internatonal sales.

References

  • Argan Metin, Nurtanıs Velioglu Meltem ve Tokay Argan Mehpare (2007) ‘‘Marka yerleştirme stratejilerinin hatırlama üzerine etkisi: ‘GORA’ filmi üzerine arastırma’’; Elektronik Sosyal Bilimler Dergisi, C.6 S.19, s. 159-178.
  • Aydın, Duygu ve Orta, Nermin (2005) ‘‘Sinemanın reklam aracı olarak kullanımı ‘Türk filmlerinde marka yerleştirme uygulamaları’’; İstanbul Üniversitesi İletişim Fakültesi Dergisi, No:36, s. 7-23.
  • Babbie, Earl (2004) The practise of social research, (10 th ed.). Belmont, Wadsworth: Thomson Learning.
  • Babacan, Eylin, Akcalı, Selda Icin ve Baytekin, E. Pelin (2012) ‘‘Product placement as a rising marketing communication activity: an assessment on television serials’’; Social and Behavioral Sciences, 62, s. 1319 – 1331.
  • Bas, Ahmet (2013) Ürün yerleştirme ve tv dizilerinde uygulamaları üzerine bir araştırma, Unpublished Master Thesis, Istanbul: Marmara University, Social Sciences Institute.
  • Bas, Turker ve Akturan, Ulun (2008) Nitel arastırma yöntemleri- NVivo 7.0 ile nitel veri analizi. (Birinci Baskı), Ankara: Seçkin.
  • Bernard, H. Russell ve Ryan, Gery (2010) Analyzing qualitative data systematic approaches. California: Sage.
  • Corbin, Juliet ve Strauss, Anselm (1998) Basics of qualitative research- techniques and procedures for developing grounded theory, (2nd ed.). London: Sage.
  • D’astous, Alain ve Séguin, Nathalie (1999) Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, Vol. 33 Issue: 9/10, p. 896-910.
  • Denzin, Norman K. ve Lincoln, Yvonna S. (2000) Handbook of qualitative research, (2nd ed.). California: Sage.
  • Gould, Stephen. J., Gupta, Pola B. ve Grabner-Krauter, Sonja (2000) ‘‘Product placements in movies: A cross-cultural analysis of Austrian, French and American consumers' attitudes toward this emerging, international promotional medium’’; Journal of Advertising, 29:4, p. 41-58.
  • Gregorio, Federico ve Sung, Yongjun (2010) ‘‘Understanding attitudes toward and behaviors in response to product placement’’; Journal of Advertising, 39:1, p. 83-96.
  • Gupta, Pola B. ve Lord, Kenneth R. I. (1998) ‘‘Product placement in movies: The effect of prominence and mode on audience recall’’ Journal of Current Issues & Research in Advertising, 20:1, p. 47-59.
  • (http://www.hurriyet.com.tr/turk-dizileri-2-numara-40417302, 4 April 2017)
  • (http://www.ito.org.tr/wps/portal/gazetedetay?WCM_GLOBAL_CONTEXT=ito_ portal_tr/ito-portald5983e1ff174d181f0c) (4 April 2017) / gazete/gzt-2014gzt 2014-9/gzt-2014-9-26/a022d18045dd5
  • Jin, Chang Hyun ve Villegas, Jorge (2007) ‘‘The effect of the placement of the product in film: Consumers’ emotional responses to humorous stimuli and prior brand evaluation’’; Journal of Targeting, Measurement and Analysis for Marketing, Vol. 15, 4, p. 244–255.
  • Kale, G. B. (2014) Türkiye’de Ulusal Kanallarda Yayınlanan Durum Komedisi Dizilerindeki Ürün Yerleştirmenin Pazarlama İletişimine Etkisi, Unpublished Master Theses, Istanbul: T.C. Okan University.
  • Karrh, James, McKee, Kathy Brittain ve Pardun, Carol J. (2003) ‘‘Practitioners’ evolving views on product placement effectiveness’’; Journal of Advertising Research, June.
  • Lehu, Jean Marc ve Bressoud, Etienne (1990) ‘‘Effectiveness of brand placement: New insights about viewers’’; Journal of Business Research, 61, p. 1083–1090.
  • Mayring, Philipp (2000) Nitel sosyal arastırmaya giriş. çev: Adnan Gümüs, M. Sezai Durgun, Adana: Baki.
  • Newell Jay, Salmon Charles T., ve Changs Susan (2006) ‘‘The hidden history of product placement’’, Journal of Broadcasting & Electronic Media, 50:4, p. 575-594.
  • Pastina, Antonio C. La (2001) ‘‘Product placement in Brazilian prime time television: The case of the reception of a telenovela’’; Journal of Broadcasting & Electronic Media, 45(4), p. 547- 557.
  • Pervan, Simon J. ve Martin, Brett A. S. (2002). ‘‘Product placement in US and New Zealand television soap operas: An exploratory study’’; Journal of Marketing Communications, 8:2, p. 101-113.
  • Reijmersdal Eva van, Smit Edith G. ve Neijens Peter (2010) ‘‘How media factors affect audience responses to brand placement’’; International Journal of Advertising, 29:2, p. 279- 301.
  • Russell, Cristel Antonia ve Belch, Micheal (2005) ‘‘A managerial investigation into the product placement industry’’; Journal of Advertising Research, February.
  • Russell, Cristel Antonia ve Stern, Belch (2006a) ‘‘Consumers, characters, and products: A balance model of sitcom product placement effects’’; Journal of Advertising, 35:1, p. 7-21.
  • Russell, Cristel Antonia ve Stern, Belch (2006b) ‘‘Consumption in soap operas from Brazil, New Zealand, and the U.S.’’; Production, products, and process, advances in consumer research, Volume 33.
  • Sapmaz, Emel ve Tolon, Metehan (2014) ‘‘Bütünleşik pazarlama iletişiminde ürün yerleştirme ve üniversite öğrencilerinin televizyon programlarındaki ürün yerleştirmelere ilişkin tutumlarına yönelik bir araştırma’’; Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 16/2, s. 15-44.
  • Snyder, Steven L. (1992) ‘‘Movies and product placement: Is Hollywood turning films into commercial speech?’’; University of Illınois Law Review, p. 301-337.
  • Van Der Waldt, Dlr., Toit, Ls. Du. and Redelinghuys R. (2007) ‘‘Does branded product placement in film enhancerealism and product recognition by consumers?’’; African Journal of Business Management, p. 019-025.
  • Yıldırım, Ali ve Simsek, Hasan (1999) Sosyal bilimlerde nitel arastırma yöntemleri, (1. Baskı). Ankara: Seckin.
  • Yıldırım, Ali ve Simsek, Hasan (2008) Sosyal bilimlerde nitel arastırma yöntemleri, (7. Baskı). Ankara: Seckin.

İHRAÇ EDİLEN TÜRK DİZİLERİNDE ÜRÜN YERLEŞTİREN İŞLETMELERİN ULUSLARARASI SATIŞLARINA ÜRÜN YERLEŞTİRMENİN ETKİSİ

Year 2018, Volume: 6 Issue: 1, 47 - 65, 01.06.2018
https://doi.org/10.14514/BYK.m.21478082.2018.6/1.47-65

Abstract

Türk dizileri yurt içinde ve özellikle Orta Doğu ve Balkanlar’da büyük başarı elde etmiştir. Türkiye’de yapımcılar ve pazarlamacılar dizilerin gücünü keşfetmişlerdir. Bu nedenle tutundurma karması elemanı olarak ürün yerleştirme Türk dizilerinde yaygın olarak kullanılmaktadır. Diğer yandan, Türk dizileri 100’den fazla ülkede yayınlanmaktadır. Dolayısıyla, ihraç edilen dizilere yerleştirilen ürünler yabancı ülkelerdeki izleyiciler tarafından da görülmektedir Bu makale, Türk dizilerinde ürün yerleştirmenin ürün yerleştiren sponsor işletmelerin uluslararası satışlarına etkisini incelemektedir. Bir başka ifade ile Türk dizilerinin uluslararasılaşmasından sonra dizilere yerleştirilen ürünlerin uluslararası satışlarının durumu araştırılmıştır. Türk dizilerine ürün yerleştiren 3 kuyumcu işletme üzerinde kalitatif araştırma yapılmışır. Araştırma sonuçları ilk olarak ürün yerleştirmenin müşterilere genel etkilerini ortaya çıkarmıştır. Bununla birlikte çalışmada, yabancı ülkelerde dağıtım kanalı olan işletmelerin ürün yerleştirme sonuçlarını yabancı ülkelerde dağıtım kanalı olmayan işletmelerden farklı değerlendirdiği bulunmuştur. Bu nedenle, bu makalede ürün yerleştirme sonrasında uluslararası satışlar için dağıtım kanalının önemine dikkat çekilmektedir. Dolayısıyla, yabancı ülkelerde dağıtım kanalına sahip olmak ürün yerleştirme sonuçlarına özellikle de uluslararası satışlara etki eden bir işletme özelliği olarak değerlendirilmektedir.

References

  • Argan Metin, Nurtanıs Velioglu Meltem ve Tokay Argan Mehpare (2007) ‘‘Marka yerleştirme stratejilerinin hatırlama üzerine etkisi: ‘GORA’ filmi üzerine arastırma’’; Elektronik Sosyal Bilimler Dergisi, C.6 S.19, s. 159-178.
  • Aydın, Duygu ve Orta, Nermin (2005) ‘‘Sinemanın reklam aracı olarak kullanımı ‘Türk filmlerinde marka yerleştirme uygulamaları’’; İstanbul Üniversitesi İletişim Fakültesi Dergisi, No:36, s. 7-23.
  • Babbie, Earl (2004) The practise of social research, (10 th ed.). Belmont, Wadsworth: Thomson Learning.
  • Babacan, Eylin, Akcalı, Selda Icin ve Baytekin, E. Pelin (2012) ‘‘Product placement as a rising marketing communication activity: an assessment on television serials’’; Social and Behavioral Sciences, 62, s. 1319 – 1331.
  • Bas, Ahmet (2013) Ürün yerleştirme ve tv dizilerinde uygulamaları üzerine bir araştırma, Unpublished Master Thesis, Istanbul: Marmara University, Social Sciences Institute.
  • Bas, Turker ve Akturan, Ulun (2008) Nitel arastırma yöntemleri- NVivo 7.0 ile nitel veri analizi. (Birinci Baskı), Ankara: Seçkin.
  • Bernard, H. Russell ve Ryan, Gery (2010) Analyzing qualitative data systematic approaches. California: Sage.
  • Corbin, Juliet ve Strauss, Anselm (1998) Basics of qualitative research- techniques and procedures for developing grounded theory, (2nd ed.). London: Sage.
  • D’astous, Alain ve Séguin, Nathalie (1999) Consumer reactions to product placement strategies in television sponsorship. European Journal of Marketing, Vol. 33 Issue: 9/10, p. 896-910.
  • Denzin, Norman K. ve Lincoln, Yvonna S. (2000) Handbook of qualitative research, (2nd ed.). California: Sage.
  • Gould, Stephen. J., Gupta, Pola B. ve Grabner-Krauter, Sonja (2000) ‘‘Product placements in movies: A cross-cultural analysis of Austrian, French and American consumers' attitudes toward this emerging, international promotional medium’’; Journal of Advertising, 29:4, p. 41-58.
  • Gregorio, Federico ve Sung, Yongjun (2010) ‘‘Understanding attitudes toward and behaviors in response to product placement’’; Journal of Advertising, 39:1, p. 83-96.
  • Gupta, Pola B. ve Lord, Kenneth R. I. (1998) ‘‘Product placement in movies: The effect of prominence and mode on audience recall’’ Journal of Current Issues & Research in Advertising, 20:1, p. 47-59.
  • (http://www.hurriyet.com.tr/turk-dizileri-2-numara-40417302, 4 April 2017)
  • (http://www.ito.org.tr/wps/portal/gazetedetay?WCM_GLOBAL_CONTEXT=ito_ portal_tr/ito-portald5983e1ff174d181f0c) (4 April 2017) / gazete/gzt-2014gzt 2014-9/gzt-2014-9-26/a022d18045dd5
  • Jin, Chang Hyun ve Villegas, Jorge (2007) ‘‘The effect of the placement of the product in film: Consumers’ emotional responses to humorous stimuli and prior brand evaluation’’; Journal of Targeting, Measurement and Analysis for Marketing, Vol. 15, 4, p. 244–255.
  • Kale, G. B. (2014) Türkiye’de Ulusal Kanallarda Yayınlanan Durum Komedisi Dizilerindeki Ürün Yerleştirmenin Pazarlama İletişimine Etkisi, Unpublished Master Theses, Istanbul: T.C. Okan University.
  • Karrh, James, McKee, Kathy Brittain ve Pardun, Carol J. (2003) ‘‘Practitioners’ evolving views on product placement effectiveness’’; Journal of Advertising Research, June.
  • Lehu, Jean Marc ve Bressoud, Etienne (1990) ‘‘Effectiveness of brand placement: New insights about viewers’’; Journal of Business Research, 61, p. 1083–1090.
  • Mayring, Philipp (2000) Nitel sosyal arastırmaya giriş. çev: Adnan Gümüs, M. Sezai Durgun, Adana: Baki.
  • Newell Jay, Salmon Charles T., ve Changs Susan (2006) ‘‘The hidden history of product placement’’, Journal of Broadcasting & Electronic Media, 50:4, p. 575-594.
  • Pastina, Antonio C. La (2001) ‘‘Product placement in Brazilian prime time television: The case of the reception of a telenovela’’; Journal of Broadcasting & Electronic Media, 45(4), p. 547- 557.
  • Pervan, Simon J. ve Martin, Brett A. S. (2002). ‘‘Product placement in US and New Zealand television soap operas: An exploratory study’’; Journal of Marketing Communications, 8:2, p. 101-113.
  • Reijmersdal Eva van, Smit Edith G. ve Neijens Peter (2010) ‘‘How media factors affect audience responses to brand placement’’; International Journal of Advertising, 29:2, p. 279- 301.
  • Russell, Cristel Antonia ve Belch, Micheal (2005) ‘‘A managerial investigation into the product placement industry’’; Journal of Advertising Research, February.
  • Russell, Cristel Antonia ve Stern, Belch (2006a) ‘‘Consumers, characters, and products: A balance model of sitcom product placement effects’’; Journal of Advertising, 35:1, p. 7-21.
  • Russell, Cristel Antonia ve Stern, Belch (2006b) ‘‘Consumption in soap operas from Brazil, New Zealand, and the U.S.’’; Production, products, and process, advances in consumer research, Volume 33.
  • Sapmaz, Emel ve Tolon, Metehan (2014) ‘‘Bütünleşik pazarlama iletişiminde ürün yerleştirme ve üniversite öğrencilerinin televizyon programlarındaki ürün yerleştirmelere ilişkin tutumlarına yönelik bir araştırma’’; Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 16/2, s. 15-44.
  • Snyder, Steven L. (1992) ‘‘Movies and product placement: Is Hollywood turning films into commercial speech?’’; University of Illınois Law Review, p. 301-337.
  • Van Der Waldt, Dlr., Toit, Ls. Du. and Redelinghuys R. (2007) ‘‘Does branded product placement in film enhancerealism and product recognition by consumers?’’; African Journal of Business Management, p. 019-025.
  • Yıldırım, Ali ve Simsek, Hasan (1999) Sosyal bilimlerde nitel arastırma yöntemleri, (1. Baskı). Ankara: Seckin.
  • Yıldırım, Ali ve Simsek, Hasan (2008) Sosyal bilimlerde nitel arastırma yöntemleri, (7. Baskı). Ankara: Seckin.
There are 32 citations in total.

Details

Primary Language English
Journal Section Research Article
Authors

Behiye Beğendik This is me

Publication Date June 1, 2018
Published in Issue Year 2018 Volume: 6 Issue: 1

Cite

APA Beğendik, B. (2018). PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS. Beykoz Akademi Dergisi, 6(1), 47-65. https://doi.org/10.14514/BYK.m.21478082.2018.6/1.47-65
AMA Beğendik B. PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS. Beykoz Akademi Dergisi. June 2018;6(1):47-65. doi:10.14514/BYK.m.21478082.2018.6/1.47-65
Chicago Beğendik, Behiye. “PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS”. Beykoz Akademi Dergisi 6, no. 1 (June 2018): 47-65. https://doi.org/10.14514/BYK.m.21478082.2018.6/1.47-65.
EndNote Beğendik B (June 1, 2018) PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS. Beykoz Akademi Dergisi 6 1 47–65.
IEEE B. Beğendik, “PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS”, Beykoz Akademi Dergisi, vol. 6, no. 1, pp. 47–65, 2018, doi: 10.14514/BYK.m.21478082.2018.6/1.47-65.
ISNAD Beğendik, Behiye. “PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS”. Beykoz Akademi Dergisi 6/1 (June 2018), 47-65. https://doi.org/10.14514/BYK.m.21478082.2018.6/1.47-65.
JAMA Beğendik B. PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS. Beykoz Akademi Dergisi. 2018;6:47–65.
MLA Beğendik, Behiye. “PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS”. Beykoz Akademi Dergisi, vol. 6, no. 1, 2018, pp. 47-65, doi:10.14514/BYK.m.21478082.2018.6/1.47-65.
Vancouver Beğendik B. PRODUCT PLACEMENT EFFECTS ON INTERNATIONAL SALES OF CLIENTS IN EXPORTED TURKISH SOAP OPERAS. Beykoz Akademi Dergisi. 2018;6(1):47-65.