Ql - ITO

8Q
İSTANBUL CHAMBER OF COMMERCE
programs, using virtual advertisements, shooting advertisement series, featuring
stars in their advertisements, ete. In fact, the very purpose of these efforts is to
make their investments rentable.
On the other hand, marketing communication and integrated marketing
approaches are becoming more and more important. Based on this, many
advertisers have been developing their spansorship business in addition to
classical advertising. Spansorship provides the necessary basis to reach the
target group especially on TV: Companies manufacturing the dothes of a
presenter in a TV program or the main character in a TV series and the
companies offering the fumiture and accessories in the place where the
program is sh ot are im portant from the viewpoint of viewers. The main spansor
of a popular program is sametimes presented with the "( ... ) presents" motto.
This alsomakes viewers perceive the company/brand in question as an integral
part of the program and has a positive effect on the brand awareness and image.
As a matter of fact, our study on TV series viewers shows that they show
interest in sponsorship, which is a relatively newer domain compared to
classical advertisements.
The Attention Paid to Sponsors of TV Series
17%
Pays atterıtion
Never pays attention
Never notices