Pazarlama İletişiminde Yeni ve Güncel Bir Uygulama: Ürün Yerleştirme
Articles > Article · 2004
Authors: Şadiye Emet GÜREL, Jale Alem
Kilad-Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi, National Refreed University Journal, National, 2004, vol 3, pp 7-23
Summary
<p style="text-align: justify;"><span style="color:black">Having a very significant importance in marketing literature since 1990s, the practice of product placement has been the focus of attention in a recent study entitled “A New and Current Practice in Marketing Communication: Product Placement”. Even if it doesn’t represent a new approach on a practical basis, carrying it out more professionally and handling it more systematically in the last few years has resulted in the acceptance of product placement as a new and current concept. Accordingly, with an approach that moves from a more general to specific scope, the concept of product placement, its forms of application with related examples, some of its possible effects, the way it may be perceived as well as the reactions against the concept are considered effectively. In addition, under the frame of the reactions towards product placement practices, the findings of studies carried out by various researchers and institutions in different countries have also been taken into consideration. </span></p> <p style="text-align: justify;"><strong>Key Words:</strong> Marketing Communication, Product Placement, Cinema.</p>