Product placement is a form of advertising involving the inclusion of products and/or services in TV shows for promotional purposes. It is receiving increasing attention from brands and companies that are willing to expand abroad and raise awareness about their products. Consumers who are exposed to advertising through product placement in their favorite TV shows become familiar with and want to purchase those products. The impact of traditional advertising on consumers | preferences and purchase decisions is diminishing. Therefore, brands and companies, nowadays, see product placement as an alternative way to reach and expand their target market. In this context, the aim of this study is to investigate consumers’ perceptions of product placement in Turkish television series aired in Azerbaijan. Face-to-face interviews were conducted with a total of 376 participants living in Baku, the capital of Azerbaijan. Results reveal six factors: Perceived Benefit, Impact on Purchase Intention, Cultural Promotion, Tourism Impact, General Promotion Impact and Reason for Viewing. Participants mostly remember the city of Istanbul, and actors’ costumes, and furniture and mobile phones used in the scenes of the Turkish TV series.
Azerbaijan, product placement, consumer behavior