Yıl: 2014 Cilt: 25 Sayı: 76 Sayfa Aralığı: 96 - 119 Metin Dili: Türkçe

Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve

Öz:
Ürün yerleştirme, temelde farkındalık yaratma ve bunu arttırma çabasına yönelik olarak markaların bir bedelkarşılığında çeşitli medya mecralarına yerleştirilmesidir. Ülkemizde reklam sektöründe henüz yeni ivmekazanmış bir uygulama olan ürün yerleştirmenin etkileri üzerine gerçekleştirilmiş keşfedici, tanımlayıcı vedeneysel çalışmalar literatürde yer almaktadır. Bu çalışmada, ürün yerleştirme konusunda geçmiştengünümüze yapılmış olan çalışmalar pazarlama literatürüne katkıları ve sektörel bazda faydalar ı açısından elealınmıştır. Ürün yerleştirme konusundaki araştırmalar, bilişsel düzeyde ve tüketici tutumlarına etkileridâhilinde; tüketici özellikleri, ürün grupları ve ürün yerleştirme türü gibi farklı anahtar faktörlere göresınıflandırılmıştır. Bu doğrultuda çalışmaların yoğunlaştığı kritik noktalar belirlenmiş ve bu etkenlerçerçevesinde hem geleceğe dönük olarak akademik çalışmalara hem de pratikte uygulayıcılara yönelikgerçekleştirilebilecek araştırmalara dair önerilerde bulunulmuştur.
Anahtar Kelime:

Product placement as a marketing communication tool: A conceptual framework

Öz:
Product placement refers to the integration of branded material into a variety of media medium in an effortbasically 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 placementwhich has just gained a new momentum in the advertising sector in our country. In this study, productplacement studies that have been made in the past to the present are discussed in terms of sectoral benefitsand contributions to the literature. Research on product placement are classified according to different keyfactors such as consumer characteristics, product categories and type of product placement within the effectson cognitive level and consumer attitudes in practice. In this direction, critical points which researc h effortsare concentrated on are determined and proposals are made for both practitioners and researchers for futurestudies in the academic area within this framework.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA ÖZTÜRK S, OKUMUŞ A (2014). Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. , 96 - 119.
Chicago ÖZTÜRK SELEN,OKUMUŞ ABDULLAH Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. (2014): 96 - 119.
MLA ÖZTÜRK SELEN,OKUMUŞ ABDULLAH Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. , 2014, ss.96 - 119.
AMA ÖZTÜRK S,OKUMUŞ A Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. . 2014; 96 - 119.
Vancouver ÖZTÜRK S,OKUMUŞ A Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. . 2014; 96 - 119.
IEEE ÖZTÜRK S,OKUMUŞ A "Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve." , ss.96 - 119, 2014.
ISNAD ÖZTÜRK, SELEN - OKUMUŞ, ABDULLAH. "Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve". (2014), 96-119.
APA ÖZTÜRK S, OKUMUŞ A (2014). Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. Yönetim Dergisi:İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü, 25(76), 96 - 119.
Chicago ÖZTÜRK SELEN,OKUMUŞ ABDULLAH Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. Yönetim Dergisi:İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü 25, no.76 (2014): 96 - 119.
MLA ÖZTÜRK SELEN,OKUMUŞ ABDULLAH Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. Yönetim Dergisi:İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü, vol.25, no.76, 2014, ss.96 - 119.
AMA ÖZTÜRK S,OKUMUŞ A Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. Yönetim Dergisi:İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü. 2014; 25(76): 96 - 119.
Vancouver ÖZTÜRK S,OKUMUŞ A Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve. Yönetim Dergisi:İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü. 2014; 25(76): 96 - 119.
IEEE ÖZTÜRK S,OKUMUŞ A "Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve." Yönetim Dergisi:İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü, 25, ss.96 - 119, 2014.
ISNAD ÖZTÜRK, SELEN - OKUMUŞ, ABDULLAH. "Pazarlama iletişimi aracı olarak ürün yerleştirme: Kavramsal bir çerçeve". Yönetim Dergisi:İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü 25/76 (2014), 96-119.