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MARKET SEGMENT ANALYSIS OF CONSUMERS' ATTITUDES TOWARDS PRODUCT PLACEMENT

Year 2013, , 133 - 155, 01.01.2013
https://doi.org/10.11122/ijmeb.2013.9.18.329

Abstract

Planned inclusion of branded products into various media tools in conscious is popular in our country especially in recent years. For this purpose, as a communication channel, television is one of the most preferred advertising channel to reach large audiences in a relatively faster and easier way. In this study, the attitudes towards the practice of product placement were intended to be explained in several dimensions such as ethics, reality, control, influence, appreciation, advertising and consumers’ evaluations of various product categories on the practice were obtained. The role of psychographic characteristics on attitudes of consumers as well as socio-demographic characteristics were investigated. The survey results show that according to attitudes toward product placement and psychographic characteristics, four different market segments were gathered which differ in socio-demographic characteristics and which have varying attitudes towards product placement practices based on product categories respectively

References

  • Babin, L. A., & Sheri T. C. (1996a). Viewers’ recognition of brands placed within a film. International Journal of Advertising, 15(2), 140-151.
  • Babin, L. A. & Sheri T. C. (1996b). Advertising via the box office? Is product placement effective?. Journal of Promotion Management, 3(1/2), 31-52.
  • Balasubramanian, S.K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46.
  • Balasubramanian, S. K., Karrh J. A. & Patwardhan H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 35(3), 115-141.
  • Banerjee, S. (2009). Marketing communication through brand placement: A strategic roadmap. Journal of Marketing & Communication, 5(2), 4-22.
  • Bhatnagar, N., Aksoy L. & Malkoc S. A. (2004). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficiency. in The Psychology of Entertainment Media, L. J. Shrum, ed., Mahwah, NJ: Lawrence Erlbaum, 99-116.
  • Brennan, S., Rosenberger III P. J. & Hementera V. (2004). Product Placements in movies: An Australian consumer perspective on their ethicality and acceptability. Marketing Bulletin, 15, 1-16.
  • Cowley, E. & Barron C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98.
  • d’Astous, A. & Chartier F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues and Research in Advertising, 22(2), 31-40.
  • Dutta-Bergman, M. J. (2006). The demographic and psychographic antecedents of attitude toward advertising. Journal of Advertising Research, 46(1), 102-112.
  • DeLorme, D. E. & Reid L. N. (1999). Moviegoers’experiences and interpretations of brands in films revisited. Journal of Advertising, 28(2), 71-95.
  • Erciş, A., Ünal, S. & Can, P. (2008). Tüketicileri yaşam tarzları ve beyaz eşya satın alma karar süreçleri açısından alt gruplara ayırmaya yönelik bir araştırma. Gazi Üniversitesi Endüstriyel Sanatlar Eğitim Fakültesi Dergisi, 22, 35-49.
  • Fitch, S. (2009). Product placement and the effects of persuasion knowledge, Honors Projects honors_marketing/4 Paper 4
  • http://digitalcommons.bryant.edu/
  • Guido G., Peluso, A. M., Tedeschi, P., Nicole, C., Lauretti, C. & Caciula, A. (2010). Acceptance of product placement in Italy: Effects of personality and product/consumer interactions. International Journal of Marketing Studies, 2(2), 34-46.
  • Gould, S. J., Gupta, P. B. & Grabner-Krauter, S. (2000). Product placement in movies: A cross-cultural analysis of Austrian, French and American consumers’ attitudes toward this emerging international promotional medium. Journal of Advertising, 29(4), 41-58.
  • Gupta, P. B. & Gould, S. J. (1997). Consumer perceptions of the ethics and acceptability of product placement in movies: Product category and individual differences. Journal of Current Issues and Research in Advertising, 19(1), 37-50.
  • Gupta, P. B. & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59.
  • Gupta, P. B., Balasubramanian, S. K. & Klassen, M. L. (2000). Viewers’evaluation in movies: Public policy issues and managerial implications. Journal of Current Issues and Research in Advertising, 22(2), 41-52.
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis, A global perspective. NJ: Pearson, Upper Saddle River.
  • Jin, C. & Villegas, J. (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, 15(4), 244-255.
  • Karrh, J. A., Frith, K. T. & Callison, C. (2001). Audience attitudes towards brand (product) placement: Singapore and the United States. International Journal of Advertising, 20(1), 3-24.
  • Kurtuluş, K. (2010). Araştırma yöntemleri. Türkmen Kitabevi.
  • Malhotra, N. K. (2010). Marketing research, An applied orientation. Pearson Education Inc.
  • McKechnie, J. A. & Thou, S. (2003). Product placement in movies: A comparison of Chinese and American consumers’ attitudes. International Journal of Advertising, 22(3), 349-374.
  • Morton, C. R. & Friedman, M. (2002). I saw it in the movies: Exploring the link between product placement beliefs and reported usage behavior. Journal of Current Issues and Research in Advertising, 24(2), 33-40.
  • Mowen, J. (1993). Consumer behavior. New York: Macmillan Publishing Company.
  • Nakip, M. (2006). Pazarlama araştırmaları, teknikler ve SPSS destekli uygulamalar. Ankara: Seçkin Yayıncılık.
  • Nebenzahl, I. D & Secunda, E. (1993). Consumer attitudes toward product placement in movies. International Journal of Advertising, 12(1), 1-11.
  • Nelson, M. R., Keum, H. & Yaros, R. A. (2004). Advertainment or adcreep? Game players’ attitudes toward advertising and product placements in computer games. Journal of Interactive Advertising, 5(1), Erişim Tarihi: 01.05.2011, http://jiad.org/ article52
  • Nelson, M. R. & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515-528.
  • Ong, B. S. & Meri, D. (1994). Should product placement in movies be banned? Journal of Promotion Management, 2(3/4), 159-175.
  • Özdilek, A. O. (2011). Türk hukukunda ürün yerleştirme ve RTÜK yasa tasarısındaki düzenleme. Pazarlama ve İletişim Kültürü Dergisi, 10(35), 69-72.
  • Pardun, C. J. & McKee, K. B. (1999). Product placements as public relations: An exploratory study of the role of the public relations firm. Public Relations Review, 25(4), 481-493.
  • Schneider, L. P. (2005). Cashing in on crashes via brand placement in computer Games. International Journal of Advertising, 24(3), 321-343.
  • Solomon, M. R. (2011). Consumer behavior, Buying, having and being. NJ: Pearson, Upper Saddle River.
  • Sung, Y., deGregorio, F. & Jung, J. (2009). Non-student consumer attitudes towards product placement: Implications for public policy and advertisers. International Journal of Advertising, 28(2), 257-285.
  • Tiwsakul, R., Hackley, C. & Szmigin, I. (2005). Explicit, Non-integrated product placement in British television programmes. International Journal of Advertising, 24(1), 95-111.
  • Vollmers, S., & Mizerski, R. (1994). A review and investigation into the effectiveness of product placements in films. In Karen Whitehill King, Athens G. A., In Proceedings of the 1994 Conference of the American Academy of Advertising, American Academy of Advertising, 97-102.

ÜRÜN YERLEŞTİRMEYE YÖNELİK TÜKETİCİ TUTUMLARININ PAZAR BÖLÜMLERİNE GÖRE İNCELENMESİ

Year 2013, , 133 - 155, 01.01.2013
https://doi.org/10.11122/ijmeb.2013.9.18.329

Abstract

Markalı ürünlerin çeşitli medya mecralarında bilinçli ve planlı olarak yer alması, ülkemizde özellikle son yıllarda popüler olan bir uygulamadır. Bu amaçla, geniş kitlelere hızlı ve daha rahat şekilde ulaşılabilecek iletişim kanallarından biri olan televizyon, çokça tercih edilen reklam mecralarından biridir. Bu çalışma kapsamında, televizyon dizilerinde ürün yerleştirme uygulamalarına yönelik tutumların etik, gerçeklik, denetim, etki, beğeni ve reklam boyutu gibi çeşitli yönlerden açıklanması amaçlanmış, ürün yerleştirme uygulanması söz konusu olan çeşitli ürün gruplarının tüketiciler tarafından değerlendirilmesi sağlanmıştır. Tutumlar üzerinde sosyo-demografik özelliklerin yanısıra tüketicinin psikografik özelliklerinin rolü araştırılmıştır. Araştırma sonuçlarına göre, ürün yerleştirmeye yönelik tutumları ve psikografik özellikleri itibariyle tüketicilerin dört farklı pazar bölümünde toplandıkları, oluşan bu pazar bölümleri itibariyle tüketicilerin sosyo-demografik özelliklerinin ve ürün gruplarına göre ürün yerleştirme uygulamalarına yaklaşımlarının farklılık gösterdiği saptanmıştır.

References

  • Babin, L. A., & Sheri T. C. (1996a). Viewers’ recognition of brands placed within a film. International Journal of Advertising, 15(2), 140-151.
  • Babin, L. A. & Sheri T. C. (1996b). Advertising via the box office? Is product placement effective?. Journal of Promotion Management, 3(1/2), 31-52.
  • Balasubramanian, S.K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46.
  • Balasubramanian, S. K., Karrh J. A. & Patwardhan H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 35(3), 115-141.
  • Banerjee, S. (2009). Marketing communication through brand placement: A strategic roadmap. Journal of Marketing & Communication, 5(2), 4-22.
  • Bhatnagar, N., Aksoy L. & Malkoc S. A. (2004). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficiency. in The Psychology of Entertainment Media, L. J. Shrum, ed., Mahwah, NJ: Lawrence Erlbaum, 99-116.
  • Brennan, S., Rosenberger III P. J. & Hementera V. (2004). Product Placements in movies: An Australian consumer perspective on their ethicality and acceptability. Marketing Bulletin, 15, 1-16.
  • Cowley, E. & Barron C. (2008). When product placement goes wrong: The effects of program liking and placement prominence. Journal of Advertising, 37(1), 89-98.
  • d’Astous, A. & Chartier F. (2000). A study of factors affecting consumer evaluations and memory of product placements in movies. Journal of Current Issues and Research in Advertising, 22(2), 31-40.
  • Dutta-Bergman, M. J. (2006). The demographic and psychographic antecedents of attitude toward advertising. Journal of Advertising Research, 46(1), 102-112.
  • DeLorme, D. E. & Reid L. N. (1999). Moviegoers’experiences and interpretations of brands in films revisited. Journal of Advertising, 28(2), 71-95.
  • Erciş, A., Ünal, S. & Can, P. (2008). Tüketicileri yaşam tarzları ve beyaz eşya satın alma karar süreçleri açısından alt gruplara ayırmaya yönelik bir araştırma. Gazi Üniversitesi Endüstriyel Sanatlar Eğitim Fakültesi Dergisi, 22, 35-49.
  • Fitch, S. (2009). Product placement and the effects of persuasion knowledge, Honors Projects honors_marketing/4 Paper 4
  • http://digitalcommons.bryant.edu/
  • Guido G., Peluso, A. M., Tedeschi, P., Nicole, C., Lauretti, C. & Caciula, A. (2010). Acceptance of product placement in Italy: Effects of personality and product/consumer interactions. International Journal of Marketing Studies, 2(2), 34-46.
  • Gould, S. J., Gupta, P. B. & Grabner-Krauter, S. (2000). Product placement in movies: A cross-cultural analysis of Austrian, French and American consumers’ attitudes toward this emerging international promotional medium. Journal of Advertising, 29(4), 41-58.
  • Gupta, P. B. & Gould, S. J. (1997). Consumer perceptions of the ethics and acceptability of product placement in movies: Product category and individual differences. Journal of Current Issues and Research in Advertising, 19(1), 37-50.
  • Gupta, P. B. & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59.
  • Gupta, P. B., Balasubramanian, S. K. & Klassen, M. L. (2000). Viewers’evaluation in movies: Public policy issues and managerial implications. Journal of Current Issues and Research in Advertising, 22(2), 41-52.
  • Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis, A global perspective. NJ: Pearson, Upper Saddle River.
  • Jin, C. & Villegas, J. (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, 15(4), 244-255.
  • Karrh, J. A., Frith, K. T. & Callison, C. (2001). Audience attitudes towards brand (product) placement: Singapore and the United States. International Journal of Advertising, 20(1), 3-24.
  • Kurtuluş, K. (2010). Araştırma yöntemleri. Türkmen Kitabevi.
  • Malhotra, N. K. (2010). Marketing research, An applied orientation. Pearson Education Inc.
  • McKechnie, J. A. & Thou, S. (2003). Product placement in movies: A comparison of Chinese and American consumers’ attitudes. International Journal of Advertising, 22(3), 349-374.
  • Morton, C. R. & Friedman, M. (2002). I saw it in the movies: Exploring the link between product placement beliefs and reported usage behavior. Journal of Current Issues and Research in Advertising, 24(2), 33-40.
  • Mowen, J. (1993). Consumer behavior. New York: Macmillan Publishing Company.
  • Nakip, M. (2006). Pazarlama araştırmaları, teknikler ve SPSS destekli uygulamalar. Ankara: Seçkin Yayıncılık.
  • Nebenzahl, I. D & Secunda, E. (1993). Consumer attitudes toward product placement in movies. International Journal of Advertising, 12(1), 1-11.
  • Nelson, M. R., Keum, H. & Yaros, R. A. (2004). Advertainment or adcreep? Game players’ attitudes toward advertising and product placements in computer games. Journal of Interactive Advertising, 5(1), Erişim Tarihi: 01.05.2011, http://jiad.org/ article52
  • Nelson, M. R. & McLeod, L. E. (2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515-528.
  • Ong, B. S. & Meri, D. (1994). Should product placement in movies be banned? Journal of Promotion Management, 2(3/4), 159-175.
  • Özdilek, A. O. (2011). Türk hukukunda ürün yerleştirme ve RTÜK yasa tasarısındaki düzenleme. Pazarlama ve İletişim Kültürü Dergisi, 10(35), 69-72.
  • Pardun, C. J. & McKee, K. B. (1999). Product placements as public relations: An exploratory study of the role of the public relations firm. Public Relations Review, 25(4), 481-493.
  • Schneider, L. P. (2005). Cashing in on crashes via brand placement in computer Games. International Journal of Advertising, 24(3), 321-343.
  • Solomon, M. R. (2011). Consumer behavior, Buying, having and being. NJ: Pearson, Upper Saddle River.
  • Sung, Y., deGregorio, F. & Jung, J. (2009). Non-student consumer attitudes towards product placement: Implications for public policy and advertisers. International Journal of Advertising, 28(2), 257-285.
  • Tiwsakul, R., Hackley, C. & Szmigin, I. (2005). Explicit, Non-integrated product placement in British television programmes. International Journal of Advertising, 24(1), 95-111.
  • Vollmers, S., & Mizerski, R. (1994). A review and investigation into the effectiveness of product placements in films. In Karen Whitehill King, Athens G. A., In Proceedings of the 1994 Conference of the American Academy of Advertising, American Academy of Advertising, 97-102.
There are 39 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Selen Öztürk This is me

Abdullah Okumuş This is me

Publication Date January 1, 2013
Published in Issue Year 2013

Cite

APA Öztürk, S., & Okumuş, A. (2013). ÜRÜN YERLEŞTİRMEYE YÖNELİK TÜKETİCİ TUTUMLARININ PAZAR BÖLÜMLERİNE GÖRE İNCELENMESİ. Uluslararası Yönetim İktisat Ve İşletme Dergisi, 9(18), 133-155. https://doi.org/10.11122/ijmeb.2013.9.18.329