Product placement as a rising marketing communication activity: an assessment on television serials
Küçük Resim Yok
Tarih
2012
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Elsevier Science Bv
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
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. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Arasli
Açıklama
World Conference on Business, Economics and Management (BEM) -- MAY 04-06, 2012 -- Antalya, TURKEY
Anahtar Kelimeler
Produt placement, marketing communication, exemplary practices
Kaynak
World Conference on Business, Economics and Management (Bem-2012)
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
62
