Product Placement

Advanced Placement Category

Target Audience

Coca Cola’s main aim: tries to reach different people from different segments.

Prime time viewers of “Canlı Para” Through this Product Placement ,

their aim is to reach mass

Why Coca-Cola has chosen “Canlı Para”?

Most popular TV Show & Highest Rating

Perception:

People perceive Coca-Cola as a brand that distributes happiness

Coca-Cola’s slogan:

“Open Happiness” enhances this perception

And so…

The format of Canlı Para suits with the aim of Coca Cola

Via Canlı Para, Coca-Cola create happiness at the point when the contestants lose their hopes

Learning

Classical Conditioning

Coca Cola’s jingle is used during the product placement in ‘Canlı Para’, that helps audience to recognize the brand.

Conditioned Stimulus: The CokeUnconditioned Stimulus: Jingle of Coca-ColaUnconditioned Response: Feeling of happiness

Memory

• Product must have been shown

Coca Cola does this both by “showing the product” on the screen

• Coca-Cola: Red color

This association makes sure their products are stored in the long term memory of consumers.

Disadvantages - PP

In the era of Product Placement speculations have seriosuly began to spread in Turkey

everyone is complaining about how artificial and irritating these are…

But Coca-Cola turned this into an advantage…

Advantages - PP

This product placement takes place in the real life of people at the time they were desperate and this causes a natural feeling of happiness, which is not artificial as many others.

Compared to “Traditional Advertising”

Happens unexpectedly Takes more attention Appears when people are glued to the TV, therefore they don’t switch as they do in Traditional Ads.

Disadvantage - PP

• Risk for producers and studios – Can be a damage for program flow

•In “Traditional Advertising”

• Not risky for producers Fictionalized

Advantages - PP

• But Coca – Cola applied Product Placement in an effective way without giving harm to flow of the “Canlı Para”

• Effective integration with the content of the show

Conclusion

• Product Placement can be an excellent way if controlled and applied properly

• Social Media – Increase the awareness of the brand name

Happy Ending