Havacılık Yönetimi Bölümü Koleksiyonu

Permanent URI for this collectionhttps://acikerisim2.beykoz.edu.tr/handle/20.500.12879/73

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    Article
    Product Placement Effects on Internatıonal Sales of Clıents In Exported Turkısh Soap Operas
    (2018) Beğendik, Behiye
    Turkish soap operas have scored great success both in the home country and also in Middle East and Balkan countries recently. In Turkey producers and marketers discovered the power of soap operas. Thus as a promotional mix element product placement is widespreadly used in Turkish soap operas. On the other hand Turkish soap operas are broadcasted in more than 100 countries. Consequently the product placed in exported soap opera is seen by audience in foreign countries. This paper investigates the effect of product placement in Turkish soap operas to the sponsor firms’ (clients’) international sales. In other words it is questioned if Turkish placed products’ international sales rise after soap operas’ internationalization. Qualitative research is done on 3 jewellery firms placing their products on soap operas. Study results finds out firstly the general product placement effects to the clients. This study also discover that the firms having a distribution channel in foreign countries evaluate the results after product placement differently from the firms that don’t have distribution channel in foreign countries. Thus, this paper finds out the importance of distribution channel for international sales after product placement. Consequently distribution channel possession in foreign countries has been evaluated as a property of firm affecting product placement results especially the internatonal sales.