Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve

Ürün yerleştirme, temelde farkındalık yaratma ve bunu arttırma çabasına yönelik olarak markaların bir bedel karşılığında çeşitli medya mecralarına yerleştirilmesidir. Ülkemizde reklam sektöründe henüz yeni ivme kazanmış bir uygulama olan ürün yerleştirmenin etkileri üzerine gerçekleştirilmiş keşfedici, tanımlayıcı ve deneysel çalışmalar literatürde yer almaktadır. Bu çalışmada, ürün yerleştirme konusunda geçmişten günümüze yapılmış olan çalışmalar pazarlama literatürüne katkıları ve sektörel bazda faydalar ı açısından ele alınmıştır. Ürün yerleştirme konusundaki araştırmalar, bilişsel düzeyde ve tüketici tutumlarına etkileri dâhilinde; tüketici özellikleri, ürün grupları ve ürün yerleştirme türü gibi farklı anahtar faktörlere göre sınıflandırılmıştır. Bu doğrultuda çalışmaların yoğunlaştığı kritik noktalar belirlenmiş ve bu etkenler çerçevesinde hem geleceğe dönük olarak akademik çalışmalara hem de pratikte uygulayıcılara yönelik gerçekleştirilebilecek araştırmalara dair önerilerde bulunulmuştur.

Product placement as a marketing communication tool: A conceptual framework

Product placement refers to the integration of branded material into a variety of media medium in an effort basically to create and increase brand awareness of the target audience. There are many exploratory, descriptive and experimental studies in the literature that carried out on the effects of product placement which has just gained a new momentum in the advertising sector in our country. In this study, product placement studies that have been made in the past to the present are discussed in terms of sectoral benefits and contributions to the literature. Research on product placement are classified according to different key factors such as consumer characteristics, product categories and type of product placement within the effects on cognitive level and consumer attitudes in practice. In this direction, critical points which researc h efforts are concentrated on are determined and proposals are made for both practitioners and researchers for future studies in the academic area within this framework.

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