BRAND PLACEMENT STRATEGIES IN TV SERIES: THE EXAMPLE OF ONE LOVE TV SERIES

Aybike Tuba Özden

Makale detayları

BRAND PLACEMENT STRATEGIES IN TV SERIES: THE EXAMPLE OF ONE LOVE TV SERIES

Yazarlar:

Aybike Tuba Özden

Yayıncı:

Istanbul Aydin University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Yeni Medya Elektronik Dergisi Vol.8 Issue 2, pp.180-206

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001318126

pISSN:

2548-0200

Anahtar kelimeler:

Özet:

 A brand placement strategy can be defined as adding brands to the content of a broadcastg. This strategy is ideal for reaching consumers who avoid watching ads. At the same time, it offers advantages such as a long-lasting impact, being less costly, positively affecting brand attitude, and appealing to a wide target audience. Brand placement strategies are applied in Turkish TV series that have achieved great success not only in Turkey but also around the world. Therefore, it is important to consider brand placement strategies in the Turkish TV series. In this study, the brand placement strategies applied in the One Love series, which has high ratings and intense interactions on social media, will be evaluated. In this context, answers were sought to the questions Which brand placement strategies were used for which brands in the One Love series? and For which product categories were the brand placement strategies used? The first 22 episodes in the second season of the series were evaluated using content analysis. According to these findings, the most commonly used brand placement strategy is the integrated explicit brand placement strategy. It was determined that this strategy is used for goods from the product group, and these brands appear on the screen 92 of the time in terms of display time. Additionally, in terms of display time, it seems that integrated explicit brand placement is used mostly by the Sephora brand. Finally, it was reported that brand placement strategy was the most used in the cleaning sector in terms of display time. This study expands the relevant literature by contributing to limited research on brand placement strategies in Turkish television series.

 A brand placement strategy can be defined as adding brands to the content of a broadcastg. This strategy is ideal for reaching consumers who avoid watching ads. At the same time, it offers advantages such as a long-lasting impact, being less costly, positively affecting brand attitude, and appealing to a wide target audience. Brand placement strategies are applied in Turkish TV series that have achieved great success not only in Turkey but also around the world. Therefore, it is important to consider brand placement strategies in the Turkish TV series. In this study, the brand placement strategies applied in the One Love series, which has high ratings and intense interactions on social media, will be evaluated. In this context, answers were sought to the questions Which brand placement strategies were used for which brands in the One Love series? and For which product categories were the brand placement strategies used? The first 22 episodes in the second season of the series were evaluated using content analysis. According to these findings, the most commonly used brand placement strategy is the integrated explicit brand placement strategy. It was determined that this strategy is used for goods from the product group, and these brands appear on the screen 92 of the time in terms of display time. Additionally, in terms of display time, it seems that integrated explicit brand placement is used mostly by the Sephora brand. Finally, it was reported that brand placement strategy was the most used in the cleaning sector in terms of display time. This study expands the relevant literature by contributing to limited research on brand placement strategies in Turkish television series.

 A brand placement strategy can be defined as adding brands to the content of a broadcastg. This strategy is ideal for reaching consumers who avoid watching ads. At the same time, it offers advantages such as a long-lasting impact, being less costly, positively affecting brand attitude, and appealing to a wide target audience. Brand placement strategies are applied in Turkish TV series that have achieved great success not only in Turkey but also around the world. Therefore, it is important to consider brand placement strategies in the Turkish TV series. In this study, the brand placement strategies applied in the One Love series, which has high ratings and intense interactions on social media, will be evaluated. In this context, answers were sought to the questions Which brand placement strategies were used for which brands in the One Love series? and For which product categories were the brand placement strategies used? The first 22 episodes in the second season of the series were evaluated using content analysis. According to these findings, the most commonly used brand placement strategy is the integrated explicit brand placement strategy. It was determined that this strategy is used for goods from the product group, and these brands appear on the screen 92 of the time in terms of display time. Additionally, in terms of display time, it seems that integrated explicit brand placement is used mostly by the Sephora brand. Finally, it was reported that brand placement strategy was the most used in the cleaning sector in terms of display time. This study expands the relevant literature by contributing to limited research on brand placement strategies in Turkish television series.

 Marka yerleştirme stratejisi, markaların bir yayının içeriğine eklenmesi şeklinde tanımlanabilir. Bu strateji, reklam izlemekten kaçan tüketicilere ulaşmak için ideal bir yöntemdir. Aynı zamanda uzun soluklu etki bırakması, maliyetinin daha düşük olması, marka tutumunu olumlu yönde etkilemesi ve geniş bir hedef kitleye hitap etmesi gibi avantajlar sunmaktadır. Sadece Türkiyede değil dünya çapında büyük başarılar elde eden Türk televizyon dizilerinde marka yerleştirme stratejilerinin uygulandığı görülmektedir. Bu nedenle Türk televizyon dizilerindeki marka yerleştirme stratejilerinin ele alınması önem taşımaktadır. Bu çalışmada yüksek reytingleri olan ve sosyal medyada yoğun etkileşimlere sahip Kızılcık Şerbeti dizisinde uygulanan marka yerleştirme stratejileri değerlendirilecektir. Bu bağlamda Kızılcık Şerbeti dizisinde hangi marka yerleştirme stratejilerinin hangi markalar için kullanıldığı ve kullanılan marka yerleştirme stratejilerinin hangi ürün kategorileri için kullanıldığı sorularına yanıt aranmıştır. Dizinin ikinci sezonundan ilk 22 bölüm içerik analizi ile değerlendirilmiştir. Elde edilen bulgulara göre en çok kullanılan marka yerleştirme stratejisi, bütünleştirilmiş açık marka yerleştirme stratejisidir. Bu stratejinin, ürün grubundan mallar için kullanıldığı ve gösterilme süresi bakımından 92 oranında bu markaların ekranda göründüğü tespit edilmiştir. Ayrıca, gösterilme süresi bakımından bütünleştirilmiş açık marka yerleştirmesinin en çok Sephora markasında kullanıldığı görülmektedir. Son olarak gösterilme süresi bakımından en çok temizlik sektöründen marka yerleştirme stratejisinin yapıldığı raporlanmıştır. Bu çalışma, marka yerleştirme stratejisinin Türk televizyon dizileri bakımından sınırlı sayıda yapılmış araştırmaya katkı sunarak ilgili literatürü genişletmektedir.

Makale detayları

BRAND PLACEMENT STRATEGIES IN TV SERIES: THE EXAMPLE OF ONE LOVE TV SERIES

Yazarlar:

Aybike Tuba Özden

Yayıncı:

Istanbul Aydin University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Yeni Medya Elektronik Dergisi Vol.8 Issue 2, pp.180-206

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001318126

pISSN:

2548-0200

Brand Placement

TV Series

One Love TV SeriesMarka Yerleştirme

Televizyon Dizisi

Kızılcık Şerbeti Dizisi

Sayı

Makale detayları

BRAND PLACEMENT STRATEGIES IN TV SERIES: THE EXAMPLE OF ONE LOVE TV SERIES

Yazarlar: Aybike Tuba Özden

Yayıncı: Istanbul Aydin University

Ana Başlıklar: İletişim ve Medya Çalışmaları (Diğer)

Dergi: Yeni Medya Elektronik Dergisi Vol.8 Issue 2, pp.180-206

Belge Tipi: Makale

Yayın Tarihi: 5/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001318126

pISSN: 2548-0200

Brand Placement

TV Series

One Love TV SeriesMarka Yerleştirme

Televizyon Dizisi

Kızılcık Şerbeti Dizisi

Sayı

Yazarlar:

Aybike Tuba Özden

Yayıncı:

Istanbul Aydin University

Ana Başlıklar:

İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Yeni Medya Elektronik Dergisi Vol.8 Issue 2, pp.180-206

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001318126

pISSN:

2548-0200