Product placement practices in independent and box-office films in Turkey

Year 2015, Volume: 1 Issue: 1, 262 - 276, 03.03.2015

Ayça Çekiç Akyol , Yasemin Kuruca

https://doi.org/10.24289/ijsser.106423

Cited By: 1

Abstract

Marketing strategies change, evolve and develop together with the advancement of new communication technologies. At the same time, marketing communication efforts also become more important day by day and marketers seek for further opportunities to communicate the changing consumers. The necessity has arisen to reach out the target audience, to whom the advertisement messages cannot be conveyed, by means of different strategies or methods. Though an old method, one of the marketing communication methods needed more as days pass is the product placement. As a technique increasing the brand awareness, product placement is a practice intensely employed in both the global and Turkish cinema since the 1980s. Seen also in the period earlier than 1980’s, this method is beneficial in both material and reality terms for not only the advertiser but also the film producer or director. Regardless of the genre of film, money is needed to realize any film. Co-production, sponsorship and product placement are the primary sources of income for the cinema films. A new era has started following the 1990s in the Turkish cinema, and directors who created their own language of cinema and received numerous awards in national and international arena, like Dervis Zaim, Zeki Demirkubuz and Nuri Bilge Ceylan. Although these directors make films without bearing commercial concerns, yet again they need material resources to shoot their films. This study titled “Product Placement Practices in Independent and Box-office Films in Turkey” examines, through content analysis method, how the box-office films and independent films employ product placement, and qualitatively interprets and compares the obtained results. 

Keyword Product Placement; Turkish Cinema; Independent Film; Box-office Films; Relationship between Cinema and Advertising.

Keywords

Product Placement, Turkish Cinema, Independent Film, Box-office Films, Relationship between Cinema and Advertising

References

• Arslan, E. (2011). Hollywood A.Ş. Sunar: Ürün Yerleştirme. 1. Basım. İstanbul: Beta Yayıncılık.
• Aydın, D. ve Orta, N. (2009). Sinemanın Reklam Aracı Olarak Kullanımı “Türk Film-lerinde Marka Yerleştirme Uygulamaları”. İstanbul Üniversitesi İletişim Fakültesi Hakemli Dergisi, S.36, s.7-23.
• Balasubramanian, S. K., Karrh, J. A. and Patwardhan, H. (2006). Audience Response to Product Placements: An Integrative Framework and Future Research Agenda, Journal of Advertising, vol. 35, no. 3 (Fall 2006), pp. 115–141. ISSECOND 0091-3367 / 2006, DOI 10.2753/JOA0091-3367350308
• Çavuşoğlu, S. B., Baban, E. ve Özdemir, Ü.A. (2011). Sinemada Ürün Yerleştirme ve Asmalı Konak Hayat Filmi. Yalova Sosyal Bilimler Dergisi, Nisan 2011-Eylül 2011, S.2, s.150-162.
• Elden, M. (2009). Reklam Ve Reklamcılık, Say Yayınları, İstanbul.
• Gerçek, İ. S. ve İmik Tanyıldızı, N. (2012). Marka Farkındalığı Yaratmada Türk Si-nemasında Ürün Yerleştirme Uygulamaları: Anadolu Kartalları, Kolpaçino Bomba ve Aşk Tesadüfleri Sever Filmleri Üzerinde Bir Araştırma. The Journal of Academic Social Science Studies, Aralık 2012, 5 (8), s. 1095-1109.
• Hudson, S. and Hudson, S. (2006) Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?, Journal of Marketing Manage-ment, 22, 489-504.
• Kuruca, Y., ve Akyol, M. (2014), "Movie Promotion Through Social Media", 12th International Symposium Communication in the Millennium, Anadolu Uni-versity, Faculty of Communication Sciences, Eskişehir, June 15-18 2014, 99-109.
• Lynn, Theodore; Jaramillo, Artemisa and Laurent Muzellec (2014). Extending the product placement research agenda: The impact of hypervideo on interactivity and timing of product placement decisions, The Marketing Review, 2014, Vol. 14, No. 4, pp. 339-360
• Newell, J., C. T. Salmon, and S. Chang. "The Hidden History of Product Placement." Journal of Broadcasting & Electronic Media 50, 4 (2006): 575-594.
• Peltekoğlu, F.B. (2010). Kavram ve Kuramlarıyla Reklam.1. Basım. İstanbul: Beta Yayıncılık.
• PQ Media. (2015, March 13). "Double-Digit Surge in Product Placement Spend in 2014 Fuels Higher Global Branded Entertainment Growth As Media Integra-tions & Consumer Events Combo for $73.3B." [Press Release]. Retrieved May 13, 2015, from http://www.prweb.com/releases/2015/02/prwebl24879U.htm
• Song, Reo; Meyer, Jeffrey and Ha, Jeffrey (2015). The Relationship Between Prod-uct Placement And the Performance of Movies Can Brand Promotion in Films Help or Hurt Moviegoers’ Experience?, Journal of Advertising Research, September, DOI: 10.2501/JAR-2015-012, 322-338.
• Taşkaya, M. (2009). 1980’lerden 2000’lere Türk Sinemasında Ürün Yerleştirme Uygulamalarında Görülen Nicel Değişim. İletişim Kuram ve Araştırma Dergisi, Güz 2009, S. 29, s. 103-132.
• Türksoy, N. (2006). Sinema ve Reklamın Gizli Buluşması: Ürün Yerleştirme. (der.) Bayrakdar, D. Sinema Dizisi 6 Türk Film Araştırmalarında Yeni Yönelimler: Sinema ve Tarih. İstanbul: Bağlam Yayınları, s. 247-255.
• Tüzün Ateşalp, S. ve Taşdemir, B. (2014). Ürün Yerleştirme ve Editoryal İçerik ile İlgili Artan Kaygılar: Türkiye’de Televizyon Draması Sektörü Örneği, Ga-latasaray Üniversitesi İletişim Dergisi, Sayı 21, http://iletisimdergisi.gsu.edu.tr/article, date accessed: 18.10.2015, ss: 51-78.
• Williams, K., Petrosky, A., Hernandez, E. ve Page, R. (2011). Product Placement Ef-fectiveness: Revisited and Renewed. Journal of Management & Marketing Re-search, Mar2011, Vol. 7, p.1-24.
• Yayın Hizmeti Usul ve Esasları Hakkında Yönetmelikte Değişiklik Yapılmasına Dair Yönetmelik (2014). Resmi Gazete, 3 Nisan 2014, Sayı: 28961, http://www.resmigazete.gov.tr/Eskiler/2014/04/20140403-1.htm, date ac-cessed: 28.10.2015.
• Yolcu, E. (2004). Yeni Dönem Bağımsız Türk Sinemasında Ürün Yerleştirme Kavramı: Nuri Bilge Ceylan’ın Üçlemesi Üzerine Yerleştirilme Kavramının İncelenmesi. İstanbul Üniversitesi İletişim Fakültesi Hakemli Dergisi, S.19 (2004), İstanbul, s.489-499.
• http://boxofficeturkiye.com/tumzaman/?tm=1989, date accessed: 12.11.2014.
• http://www.nbcfilm.com/movies.php, date accessed: 13.12.2014.