Televizyon Dizileri Ve Filmlerde Ürün Yerleştirmeye Yönelik Genç Tüketicilerin Tutumlarına İlişkin Bir Nitel Araştırma

Pazarlama iletişimi araçlarının artması, tüketicilerin pek çok kanalla etkileşim halinde olmasını sağlayarak seçenekleri çoğaltmıştır. Bu durum, potansiyel müşterilerle verimli iletişim kurmanın da zorlaşmasına neden olmaktadır. Dolayısıyla rekabet avantajının korunabilmesi için pazarlama iletişiminde yeni araçları kullanma arayışı devam etmektedir. Bu yeni ve gelişmekte olan yöntemlerden birisi de ürün yerleştirmedir. Bu çalışmada, dizi ve filmlerde ürün yerleştirmeye yönelik genç tüketicilerin tutumları incelenmiş ve kategorilendirilmiştir. Çalışmada nitel veri kullanılmış ve veriler içerik analiziyle betimsel analiz yöntemleriyle analiz edilmiştir Elde edilen kategoriler ürün yerleştirmenin hissettirdikleri, ürün yerleştirme etkisi, etik ve satın almaya dair görüşlerdir. Tüketici tutumlarının olumlu ve olumsuz yönlerinin birlikte ele alındığı çalışmada, her bir tema için alt kategoriler de belirlenmiştir

Anahtar Kelimeler:

Ürün yerleştirme, nitel araştırma, ürün yerleştirmeye yönelik tutumlar, televizyon dizileri ve filmlerde ürün yerleştirme

A QUALITATIVE RESEARCH ON THE YOUNG CONSUMERS’ ATTITUDES TOWARDS PRODUCT PLACEMENT IN TELEVISION SERIES AND FILMS

The increasing number of marketing communication tools made customers’ interaction with many channels possible and multiplied the alternatives. The current situation makes it hard to communicate effectively with potential customers. Therefore, the search to find tools in marketing communication still continues. Product placement is one of the new and developing methods. In this study, young consumers’ attitude towards product placement in films and television series was analyzed and classified. In the study, qualitative data was used and the data was analyzed through content analysis and descriptive analysis. The categories are feelings towards product placement, effect of product placement, ethics, and opinions related with purchasing. This research discussed consumer’ attitude with negative and positive dimensions and sub-categories were also been determined

Keywords:

Product placement, qualitative research, attitude towards product placement, product placement in television series and films,

PDF

___

Aydın, D. ve Orta, N. (2009). Sinemanın Reklam Aracı Olarak Kullanımı: Türk Filmlerinde Marka Yerleştirme Uygulamaları. İstanbul Üniversitesi İleti- şim Fakültesi Hakemli Dergisi, 1(36): 7-23.
Balasubramanian, S. K. (1994). Beyond Advertising and Publicity: Hybrid Mes- sages and Public Policy Issues. Journal of Advertising, 23(4): 29-46.
Balasubramanian, S.K., Karrh, J.A. ve Patwardhan, H. (2006). Audience Respon- se to Product Placements: An Integrative Framework and Future Research Agenda. Journal of Advertising, 35(3): 115-141.
Başgöze, P. ve Kazancı, Ş. (2014). Ürün Yerleştirme ve Reklama İlişkin Tutumla- rın Satın Alma Eğilimi ve Marka İmajı Üzerine Etkileri. Hacettepe Üniver- sitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 32(1): 29-54.
Cantin, I. ve Dube, L. (1999). Attitudinal Moderation of Correlation between Food Liking and Consumption. Appetite, 32(3): 367–381.
Chan, F. F. Y., Lowe, B., ve Petrovici, D. (2015). Young Adults’ Perceptions of Pro- duct Placement in Films: An Exploratory Comparison between the United Kingdom and Hong Kong. Journal of Marketing Communications, 1-18.
Cowley, E. ve Barron C. (2008). When Product Placement Goes Wrong: The Effe- cts of Program Liking and Placement Prominence. Journal of Advertising, 37(1): 89-98.
Çakır, V. ve Kınıt, E. (2014). Televizyon Dizilerinde Ürün Yerleştirme Ve Spon- sorluğun Sonuçları. Global Media Journal: Turkish Edition, 5(9): 19-47.
d’Astous, A. ve Seguin, N. (1999). Consumer Reactions to Product Place- ment Strategies in Television Sponsorship. European Journal of Marke- ting, 33(9/10): 896-910.
De Gregorio, F. ve Sung, Y. (2010). Understanding Attitudes Toward and Behavi- ors in Response to Product Placement. Journal of Advertising, 39(1): 83-96.
DeLorme, D.E. ve Reid, L.N. (1999). Moviegoers’ Experiences and Interpreta- tions of Brands in Films Revisited. Journal of Advertising, 28(2): 71-95.
Erciş, A., Ünal, S. ve Can, P. (2007). Yaşam Tarzlarının Satın Alma Karar Süreci Üzerindeki Rolü. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi
Ewing M. T., Du Plessıs E. ve Foster C. (2001). Cinema Advertising Re-Consi- dered. Journal of Advertising Research, January/February, 78-85.
Ferraro, R. ve Avery, R. J. (2000). Brand Appearances on Prime-Time Televisi- on. Journal of Current Issues and Research in Advertising, 22(2): 1-15.
Fitch, S. (2009). Product Placement and the Effects of Persuasion Knowledge, Honors Projects in Marketing. Paper 4, 1-18.
Gupta, P. B. ve Gould, S. J. (1997). Consumers’ Perceptions of the Ethics and Ac- ceptability of Product Placements in Movies: Product Category and İndi- vidual Differences. Journal of Current Issues and Research in Advertising, 19(1): 37-50.
Hernandez, M. D., Chapa, S., Minor, M. S., Maldonado, C. ve Barranzuela, F. (2004). Hispanic attitudes toward advergames: A proposed Model of their Antecedents. Journal of Interactive Advertising, 5(1): 74-83.
Johnstone, E.ve Dodd C.A. (2010). Placements as Mediators of Brand Salien- ce within a UK Cinema Audience. Journal of Marketing Communications, 6(3): 141-158.
Khalbous, S., Vianelli, D., Domanski, T., Dianoux, C. ve Maazoul, M. (2013). Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland. International Journal of Marketing Studies, 5(2): 138.
Koç, E. (2012). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım. Ankara: Seçkin Yayıncılık.
Law, S. ve Braun, K.A. (2000). I’ll Have what She’s Having: Gauging the Impa- ct of Product Placements on Viewers. Psychology and Marketing, 17(12): 1059–75.
Lee, T., Sung, Y. ve Marina Choi, S. (2011). Young Adults’ Responses to Product Placement in Movies and Television Shows: A Comparative Study of the United States and South Korea. International Journal of Advertising, 30(3): 479-507.
Malhotra, N.K. (2004). Marketing research. Upper Saddle River, NJ : Prentice Hall.
McKechnie, S. A. ve Zhou, J. (2003). Product Placement in Movies: a Compari- son of Chinese and American Consumers’ Attitudes. International Journal of Advertising, 22(3): 349-374.
Morton, C. R. ve 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.
Nakıboğlu, B. ve Serin, N. (2016). Ürün Yerleştirme Uygulamalarının Tüketici Satın Alma Niyeti ile İlişkisi Hakkında Pilot Bir Araştırma. Niğde Üniver- sitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2): 135-151.
Nelli, R. P. (2009). Italian Young People’s Attitudes toward Product Placement in Movies: A Cross-cultural Comparison of Product Placement Acceptability. Communicative Business, 2: 58-85.
Ong, B. S. (2004). A Comparison of Product Placements in Movies and Television Programs: An Online Research Study. Journal of Promotion Management, 10(1-2): 147-158.
Öztürk, S. ve Okumuş, A. (2013). Ürün Yerleştirmeye Yönelik Tüketici Tutumla- rının Pazar Bölümlerine Göre İncelenmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(18): 133-155.
Öztürk, S. ve Okumuş, A. (2014). Pazarlama İletişimi Aracı Olarak Ürün Yerleş- tirme: Kavramsal Bir Çerçeve. İstanbul Üniversitesi İşletme İktisadı Ensti- tüsü Dergisi, (76): 96-119.
Russell, C. A. (1998). Toward a Framework of Product Placement: Theoretical Propositions. NA-Advances in Consumer Research, 25: 357-362.
Russell, C.A. (2002). Investigating the Effectiveness of Product Placements in Te- levision Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude. Journal of Consumer Research, 29: 306-318.
Russell, C. A., Stern, B. B. ve Stern, B. B. (2006). Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects. Journal of Advertising, 35(1): 7-21.
Sabour, N. I., Pillai, D., Gistri, G. ve Balasubramanian, S. K. (2016). Attitudes and Related Perceptions about Product Placement: a Comparison of Finland, Italy and the United States. International Journal of Advertising, 35(2): 362-387.
Schiffman, L.G. ve Kanuk, L.L. (1991). Consumer Behavior. Englewood Cliffs, NJ: Prentice
Schmoll, N. M., Hafer, J., Hilt, M. ve Reilly, H. (2006). Baby boomers’ attitudes towards product placements. Journal of Current Issues and Research in Advertising, 28(2): 33-53.
Shukla, R. (2016). Is it Ethical to allow Product Placement in Films? Arabian Journal of Business and Management Review, 6(2): 1-3.
Solomon, M. R. (2014). Consumer behavior: Buying, Having, and Being. En- gelwood Cliffs, NJ: Prentice Hall.
Song, R., Meyer, J. ve Ha, K. (2015). The Relationship Between Product Pla- cement and the Performance of Movies. Journal of Advertising Research, 55(3): 322- 338.
Srivastava, R. K. (2015). Product Placement by Global Brands as an Alternative Strategy: Is it Worth in Emerging Market?. Journal of Strategic Marketing
Su, H. J., Huang, Y. A., Brodowsky, G. ve Kim, H. J. (2011). The Impact of Produ- ct Placement on TV-induced Tourism: Korean TV Dramas and Taiwanese Viewers. Tourism Management, 32(4): 805-814.
Sung, Y., de Gregorio, F. ve Jung, J. H. (2009). Non-student Consumer Attitudes towards Product Placement: Implications for Public Policy and Advertisers. International Journal of Advertising, 28(2): 257-285.
Williams, K., Petrosky, A., Hernandez, E. ve Page Jr, R. (2011). Product Place- ment Effectiveness: Revisited and Renewed. Journal of Management and Marketing research, 7: 1-24.
Yıldırım, A. ve Şimşek, H. (2011). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayınları.