Product Placement as a Rising Marketing Communication Activity: An Assessment on Television Serials
Conference paper > Full Text
Authors: Eylin Babacan, Selda İçin Akcali, E. Pelin Baytekin
Procedia - Social and Behavioral Sciences, , , International, Full Text, Scopus, vol 62, pp 1319-1331
DOI: 10.1016/j.sbspro.2012.09.226
Summary
Product placement which has gradually increased in importance especially with globalization and competition, which has intensified in recent years, is a marketing communication activity which has started to be frequently employed in television serials, cinema industry, computer games and books. In this study, the general characteristics of product placement as a marketing communications practice shall be discussed and how such practice is employed in the most watched Turkish television serials shall be scrutinized through examples.