The new appearances of brand placement strategies in Turkey: A case study of Yalan Dünya

This study examines view of brand placement as an alternative communication strategy in television series that have been popular on Turkish television in recent years. Consequently, this study has a descriptive research design. Both quantitative and qualitative content analysis method is used together in this study. Quantitative content analysis is used in order to analyze frequency and time data of brand placement views which have been seen in sampled TV series. First 3 seasons of television series which is called Yalan Dünya is population of this study. Sample is composed of 16 sections of Yalan Dünya. Sections have been chosen by using random sampling method. Analysis of brand placement practices in Yalan Dünya is dealt in three categories: section-based analysis, season-based analysis and comparative analysis. At the end of this study, brand placement practices in Yalan Dünya is evaluated in terms of type, form, time arrival and legal arrangements.As a result of this study, it is seen that there are not significant differences between active and passive brand placement views and brand placement plays an important role in Yalan Dünya content. Also, legal arrangements make brand placement closer and similar to other traditional communication strategies instead of differing brand placement from them distinctly. Another result is that brand placement in Yalan Dünya and then TV spots have an integrated view. Anahtar Sözcükler: brand placement, Yalan Dünya, advertising