Product placement strategy used in Turkish television series: case study of Eastern Mediterranean University' staff and students

ABSTRACT: Increase in the use of media in Turkey and in the world, led advertisers find new strategies to reach the target audience. Product placement can be counted as one of those strategies. Product placement is a type of advertisement in which a product can be seen in the TV series, movies, computer games, music videos and etc. This study took place in Eastern Mediterranean University in North Cyprus. Study occurred during the 2011 spring semester with the participation of the university students, academic and the administrative personnel, in order to find out their attitude towards the product placement and the effects of the product placement have on the consumer. The population of the study comprises students registered at the Eastern Mediterranean University (EMU), and academicians and the administrative staff of the EMU have been selected through a non-proportional random sampling strategy.. The study includes 100 students, 100 academic personnel and 100 executive personnel from Eastern Mediterranean University, North Cyprus According to the results of the study; 76, 3 % (229 people) of the participants know the meaning of the product placement and 80,7 % (242 people) of the participants indicated that they are aware of the product placement application in the Kuzey Güney TV series. Key Words: Product Placement, Advertising, Brand. …………………………………………………………………………………………………………………………