PRODUCT PLACEMENT PRACTICES IN TURKISH CINEMA FOR CREATING BRAND AWARENESS: A RESEARCH ON ANATOLIAN EAGLES, KOLPAÇINO BOMB AND LOVE LIKES COINCIDENCE
MARKA FARKINDALIĞI YARATMADA TÜRK SİNEMASINDA ÜRÜN YERLEŞTİRME UYGULAMALARI: ANADOLU KARTALLARI, KOLPAÇİNO BOMBA VE AŞK TESADÜFLERİ SEVER FİLMLERİ ÜZERİNDE BİR ARAŞTIRMA

Author : Nural İMİK TANYILDIZI - İnci Sena GERÇEK
Number of pages : 1095-1109

Summary

One of the most important factors in purchasing a product is noticed the product by the consumer. For this reason the product are available keep in mind the consumers with creating brand awareness. Advertising tended to product placement practices with creating brand awareness to buy products and take place in the market. Types of product placement which the most commonly used in movies can be handled with brand awareness. The most important advantage of product placement is to increase brand recognition. Techniques used to create brand awareness, advertising, sponsorship, use of symbols, slogans and melody counted from improper use of product placement in the series and the movie. This research aims to explain the relationship of the techniques used to create brand awareness and product placement with use selected films. In this study content analysis method was used. 15 Turkish films selected by drawing lots from the most-watched film in 2011, Anatolian Eagles, Kolpaçino Bomb and Love Likes Coincidence examined in terms of the relationship with brand awareness technique and product placement. It was observed the relationship between product placement and brand awareness to reflect the variety of techniques with obtained data.

Keywords

Product Placement, Brand Awareness, Cinema.

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