Sinema Filmlerine Yerleştirilen Markaların Farkındalığı: Yerel ve Yerel Olmayan Markalar Özelinde Bir İnceleme
Awareness of Brands Placed in Movies: A Special Review of Local and Non-Local Brands

Author(s): Derya Altintaş, Hüseyin Sabri Kurtuldu
Subject(s): Media studies, Communication studies, Film / Cinema / Cinematography, Marketing / Advertising
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: Movies; brands; marketing; communication;
Summary/Abstract: As of their release dates, it can be said that movies have a remarkable impact on audiences with their shared stories, the places where their stories take place, who their actors are and their music. For brands that want to sustain their communication with their customers and thus achieve competitive advantage, product placement applications are very popular in movies where both visual and audial communication processes are used together. Within the scope of this study, it is aimed to examine product placements in motion pictures within the framework of recall and recognition of local and non-local brands. In this direction, a survey was applied with the willing participants of 528 viewers of the movie Oflu Hoca'nın Şifresi 2, in Trabzon province. In the study, it was seen that product placements were applied for both local and non-local brands in the local movie Oflu Hoca'nın Şifresi 2, which takes place in Trabzon destination. The results of the t-tests run for each brand and for the combined local and non-local categories of these brands, which were placed in the movie watched by the sample, were seen to support each other. According to the results of the research, it is seen that the recall and recognition levels of the local branded products are quite high. These results are expected to contribute to the future researches to be conducted by considering product placement practices within the framework of marketing communication in terms of awareness of local and non-local brands. In addition, several strategies for businesses, marketing practitioners, advertising and media agencies in the communication sector are also presented in the study.

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