Product placement is the conceived insertion of a brand within a movie, broadcast, computer, cable TV programs, blogs, video games, music video/DVD's, magazine, books, musicals, internet and mobile phones and etc. Humankind are exposed to product placement in mainstream media, occasionally even without knowing it.While product placement is one of the fastest growing forms of marketing communication, there are questions both about the merits, demerits and effectiveness of the product placement. The purpose of this study is to critically discuss the role, merits and or demerits of products placement in marketing communication strategy by clearly outlining its definitions, objectives, strategies as well as its efficacy in value creation compared to other communication and promotion types. The effectiveness of product placement will be evaluated as a global marketing communication tool by examining a study conducted in US, and relevant regulations in UK.
ÖZİşletmeler satışlarını arttırmak, imajlarını geliştirmek ve aynı zamanda bir sosyal amaca destekte bulunmak için sosyal amaca yönelik pazarlamadan her geçen gün artan bir şekilde yararlanmaktadırlar. Ancak sosyal amaca yönelik pazarlamanın etkinliği ve başarısı birçok faktöre bağlıdır. Bu sebeple, bu araştırma sosyal amaca yönelik pazarlamada tüketici tepkilerinin amaç tipine, fiyat-bağış miktarına ve cinsiyete göre farklılaşıp farklılaşmadığını incelemektedir. Kolayda örneklem yardımıyla seçilen Uşak Üniversitesi'nde görev yapan 113 akademisyenden toplanan veriler, Tekrarlı Ölçüm ANOVA kullanılarak analiz edilmiştir. Araştırma sonucunda cinsiyet ve fiyat-bağış miktarının tüketicilerin satın alma niyetlerini etkilemediği görülmüştür. Ancak, tüketicilerin satın alma niyetlerinin sosyal amacın türüne ve cinsiyet * fiyat-bağış miktarının karşılıklı etkileşimine göre anlamlı bir şekilde farklılaştığı sonucuna ulaşılmıştır.Anahtar Kelimeler: Sosyal Amaca Yönelik Pazarlama, Tüketici Tercihleri, Tekrarlı Ölçüm ANOVA.
Jel Sınıflandırması: M14, M3, M31.
A RESEARCH ON CONSUMER PREFERENCES IN CAUSE RELATED MARKETING ABSTRACTCompanies increasingly take advantage of cause-related marketing in order to increase sales, improve their image and support causes at the same time. The effectiveness and success of cause-related marketing depends on some factors. Therefore, this research examines whether customer response to CRM differs according to cause type, price-donation amount and gender. Data collected from a convenience sample of 113 academician enrolled at Uşak University were analyzed using Repeated Measures ANOVA. The results indicate that gender and price-donation amount do not affect the purchase intention of the consumer. But it was found that the purchase intention of consumer differs significantly in the types of social causes and gender * price-donation amount interaction.
The purpose of the study is to determine the significance level of factors that are affecting young consumers' purchasing preferences by AHP. In this point of view, primarily criteria that are effective in the purchasing preferences of young consumers' are defined as brand, price, quality, color and design, advertising, availability, promotions and discounts, conformity to fashion and after-sales services. These criteria will be applied separately to each essential product group such as food & beverage, clothing & accessories and technological products. Obtained results will be revealed in the full paper.
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