Journal Name:
- İstanbul Üniversitesi İletişim Fakültesi Dergisi
| Author Name | University of Author | Faculty of Author |
|---|---|---|
Abstract (2. Language):
Regarding the hard competition in the markets, companies seek for new strategies to be able to reach the consumers. Brand placement in the serials and movies are one of the most used strategy in the last years for brands to place themselves in the consumers' minds. Differing from advertisements, this strategy mostly targets consumers' subconscious. But sometimes it is used very often that the consumers might evaluate this strategy in a negative manner. This study examines the consumers' evaluation of brand placement in the highest rating serial where brand placement strategy is used both in open and hidden manners very often.
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