Kurgusal Ürün Yerleştirme
Articles > Article · 2005
Authors: Şadiye Emet GÜREL, Jale Alem
İletişim-Gazi Üniversitesi İletişim Fakültesi Dergisi, International Refereed University Journal, International, MLA International Bibliography, 2005, pp 133-155
Summary
<p>The fictional product placement as the new dimension of the product placement is taken into consideration in scope of this study. The product placement, which offers an effective platform the companies intending to gain the competitive advantage in parallel to the traditional methods which became invalid in the marketing communication, continues to develop and goes on increasing the variety depending on the quantitative features of the mass media. The fictional product placement that may be evaluated as one of the subbranches of the product placement means to create and to include the non-existing brands in real briefly. Thus the priority is given particularly to the concept of product placement and the fictional brands and fictional product placement concepts were focused in details. Furthermore, the benefits of the fictional product placement that brings an extreme creative approach to the product placement are pointed out in respect of this study and the implementations of fictional product placement are illustrated by the applicable examples.</p><p><br></p><p><strong>Keywords:</strong> Marketing Communication, Product Placement, Fictional Brand, Fictional Product Placement. </p>