As an integrated marketing communication tool for product placement and a research on television programs

Due to todays hightened competition, changes in consumer desires and developments in communication technology, companies are seeking more effective and productive methods for marketing their products and services. Because the traditional advertisement approach has lost its effect on customers, marketers seek for alternative channels in order to match up the consumers with their messages. The concept product placement which comprises of Thesis is the one of these new mediums. Product placement which mean to put products in movies, television pragrammes, music videos, novels and computer games a new and creative way to reach to consumers.In this Thesis, the general attitudes towards the product placements in television programs and the acceptability of placement of different product categories were tried to be examined on a sample which is composed of undergraduate students three university in Ankara.Key Words:1.Product Placement,2.Marketing3.Communication4.Tv Programs