Product placement and its impact on marketing performance: An Analytical Study of a Sample of Managers' Opinions in Asiacell Company in Baghdad Governess-Iraq
Article Sidebar
THIS IS AN OPEN ACCESS ARTICLE UNDER THE CC BY LICENSE
Main Article Content
Abstract
This research aims to study the impact of product placement on the marketing performance of Asiacell Telecommunications Company in Iraq. The research problem lies in Asiacell's inability to reach the level of marketing performance it aspires to, especially when compared to regional and global telecommunications companies. Despite the effectiveness of product placement as an innovative marketing strategy, its direct impact on the company's marketing performance has not been sufficiently studied in the Iraqi market. Therefore, this research seeks to fill this gap and provide scientific insights that support the development of marketing strategies and enhance the company's competitive position.
The researcher employed a descriptive-analytical methodology, using a structured questionnaire as the primary tool for data collection. The study was guided by main hypotheses tested through statistical software packages: (SPSS v.28), (AMOS v.26), and (Smart PLS v.4), to analyze the correlations and causal relationships among the study variables. Data were collected from a purposive sample of upper and middle management employees within the company, with (98) valid responses subjected to statistical analysis.
One of the key findings of the research is that Asiacell’s management places significant importance on the variable of product placement across all administrative levels, adopting it as one of the indirect promotional methods within its marketing strategies. The study also found that product placement is positively correlated with and contributes to improving the company’s marketing performance. Based on these findings, the research presented a set of recommendations, the most important of which is the need to leverage product placement techniques within appropriate contexts to ensure natural brand enhancement.
Downloads
Article Details
References
أولاً. المصادر العربية:
إبراهيم، اوس خليل. (2022). التسويق الداخلي ودوره في تعزيز الأداء التسويقي / دراسة استطلاعية لآراء العاملين في المصرف الوطني الإسلامي. رسالة ماجستير غير منشورة في علوم إدارة الاعمال، الجامعة التقنية الوسطى، الكلية التقنية الإدارية، بغداد.
خويلد، عفاف. (2017). محاولة تقييم الأداء التسويقي للمؤسسات الاقتصادية الجزائرية المستخدمة لتكنلوجيا المعلومات والاتصال. أطروحة دكتوراه منشورة في فلسفة إدارة الاعمال، كلية العلوم الاقتصادية والعلوم التجارية وعلوم التسيير، جامعة قاصدي مرباح – ورقلة. الجزائر.
العبيدي، ميسون علي حسين. (2022). دور التنمر الوظيفي في انخفاض مستوى الأداء التنظيمي: بحث تحليلي لآراء عينة من العاملين في معمل نسيج الحلة. مجلة الدراسات الاقتصادية والإدارية (EASJ)، المجلد (1)، العدد (4)، ص: 40-55. doi.org/10.58564/EASJ/1.4.2022.3
العجاجي، محمد واصل. (2015). التسويق الداخلي ودوره في الأداء التسويقي: دراسة ميدانية على المصارف الخاصة والعامة في سورية. رسالة ماجستير منشورة في علوم إدارة الاعمال، كلية الإدارة والاقتصاد، جامعة دمشق، الجمهورية العربية السورية.
يونس، عمر. (2022). الابتكار التسويقي ودوره في تعزيز الأداء التسويقي للمؤسسات: دراسة ميدانية في عدد من شركات الصناعات الغذائية في الجزائر. مجلة الإدارة والتنمية للبحوث والدراسات، المجلد (11)، العدد (1)، ص: 542-564.
ثانياً. المصادر الأجنبية:
Akdoğan, M. & Altuntaş, Başar (2015). Covert Marketing Strategy and Techniques. Procedia - Social and Behavioral Sciences. Vol (207). 10.1016/j.sbspro.2015.10.162. Pp: 135-148.
Baumann, J., K. Le Meunier-FitzHugh and H. N. Wilson. (2017). The challenge of communicating reciprocal value promises Buyer-seller value proposition disparity in professional services. Industrial Marketing Management, 64, Pp: 107–121.
Cheng, Zitong & Nagai, Yukari. (2024). The Effect of Product Placement in Animation on Generation Z Consumers. Societies. 14. 61. 10.3390/soc14050061.
Choong, K., Drennan, J., Weeks, C. S., & Weber, I. (2019). Reaching subculture markets: The cryptic marketing approach. Journal of Marketing Communications, 27(2), Pp: 1–15.
Clark, Bruce, H. (1999). Marketing Performance Measures: History and Interrelationships, Journal of Marketing Management, 15(8), Pp: 711-732.
Gigi G, S., & Jahnavi. (2020). Innovative stealth marketing strategies and its ethical issues. Journal of Contemporary Issues in Business and Government, 26(2), Pp: 508-514
Gill, M. G., & Mittal, M. A. (2020). Impact of Stealth marketing as a strategy and its ethical implications. Volume 7, Issue 2. Pp: 245-250.
Hamdan, F. N.., Kheng Kia, K.., & Lai Meng, L. (2025). The Effectiveness of Samsung Product Placement in Korean Drama. Journal of Communication, Language and Culture, 5(1), Pp: 135–151. https://doi.org/10.33093/jclc.2025.5.1.9
Hoffman, K. & Hutt, Michael & Speh, Thomas. (2024). Business Marketing Management: B2B. (13th Edition). Cengage Learning.
Lord, K.R. & Gupta, P.B. (2010). Response of Buying-Center Participants to B2B Product Placements. The Journal of Business & Industrial Marketing, 25(3), Pp: 188-195.
Manoj, S. (2022). A Study on the Awareness of Concept of Stealth Marketing and its Influence on Consumer Buying Decision among the general public in the city of chennai. emerging trends in business and technology for sustainable growth. Wisdom India Publications, Bangalore-77. Pp: 117-130.
O'Sullivan, Don & Abela, Andrew. (2007). Marketing Performance Measurement Ability and Firm Performance. Journal of Marketing. 71. 10.1509/jmkg.71.2.79.
Pradja, Novi & Iskandar, & Masruroh, Rina & Santikawati, Lita & Maulana, Yasir. (2024). The Influence of Entrepreneurial Orientation and Market Orientation on Marketing Performance through Competitive Advantage. International Journal Administration, Business & Organization. 5. Pp: 1-11. 10.61242/ijabo.24.425.
Syuhud, F., & Komariyatin, N. (2025). Exploring the Impact of Entrepreneurial and Market Orientation on Marketing Performance: The Mediating Role of Product Innovation in Rattan Craftsmanship. Golden Ratio of Marketing and Applied Psychology of Business, 5(2), Pp: 400–413. https://doi.org/10.52970/grmapb.v5i2.1005
Williams, Kaylene & Petrosky, Alfred & Hernandez, Edward & Page, Robert. (2011). Product Placement Effectiveness: Revisited and Renewed. Journal of Management & Marketing Research. 7. Pp: 132-155.