Ürün yerleştirmeye yönelik tutumun öncülleri ve markaya yönelik tutuma etkileri

Regardless of the young and old, when we observe any person during theday, we can easily see how much daily habits have changed. Technologicaladvances and easier access to the internet play a big role in this. Nowadays,many people watch TV or movies, listen to music, play video games or spendtime on social media when traveling, waiting for a lecture, meeting or bus,eating and on vacation whenever they don't have to work. In short, people donot have to be exposed to any kind of advertisement anymore by sitting in frontof the TV for hours, watching a single channel. In addition to this, with the developing technology and changing lifestyle,brands from all over the world can reach every part of the world. This situationmade the world a huge target market. This large market has millions of brandsfrom many different sectors and the competition is greatly increasing. Brandshave to develop and implement powerful marketing tactics in order to competeand survive and stay ahead of their competitors. It is not difficult to say thatproduct placement is vital at this point because product placement can beapplied in all the channels mentioned above. All these channels, where peoplewatch, listen, play or read what they want whenever they want, offer greatopportunities to reach consumers. The aim of this study is to reveal how two different types of productplacement affect the brand attitude of the consumer in one of these channels,series, which is vital for marketers. In addition to being an effective marketingmethod, product placement can be destructive for the brand if not donecorrectly. In this study, the prominent and subtleproduct placement types werediscussed and tested on two different samples under the conditionswhere theseries, character and brand werekeptthe same. In one of the samples, the effectof prominentproduct placements on brand attitude was examined, while in theother, the effect of subtleproduct placements on brand attitude was examined.