FİLMLERE YERLEŞTİRİLEN MARKALARINÇOCUKLAR TARAFINDAN HATIRLANMASI-TOY STORY III FİLMİ ÖRNEĞİ

Öz

Bu çalışmanın konusu, çocuklara yönelik filmlere yerleştirilen markalardır. Amaç,çocukların kendilerine yönelik filmlere yerleştirilen markayı hatırlayıp hatırlamadığını belirlemektir. Eğer çocuklar bu markaları hatırlıyorlarsa hatırlamayı etkileyen faktörler de tespit edilmeye çalışılacaktır. Bu amaçla Toy Story III filmi seçilmiştir. Veriler, bu filmi seyreden 200 çocukla yapılan yüzyüze anket yoluyla elde edilmiştir. Verilerin analizinde frekans dağılımı ve regresyon analizi kullanılmıştır. Araştırma sonucunda çocukların bu filmde yerleştirilen markaları hatırladıkları ortaya çıkmıştır. Ayrıca çocukların markaları hatırlama nedenininebeveynlerine satın aldırtma isteği olduğu bulunmuştur.

Anahtar Kelimeler

• Brand Placement, Product Placement, Brand Recall, Children Market

FİLMLERE YERLEŞTİRİLEN MARKALARIN ÇOCUKLAR TARAFINDAN HATIRLANMASI - TOY STORY III FİLMİ ÖRNEĞİ

Öz

Bu çalışmanın konusu, çocuklara yönelik filmlere yerleştirilen markalardır. Amaç,çocukların kendilerine yönelik filmlere yerleştirilen markayı hatırlayıp hatırlamadığını belirlemektir. Eğer çocuklar bu markaları hatırlıyorlarsa hatırlamayı etkileyen faktörler de tespit edilmeye çalışılacaktır. Bu amaçla Toy Story III filmi seçilmiştir. Veriler, bu filmi seyreden 200 çocukla yapılan yüzyüze anket yoluyla elde edilmiştir. Verilerin analizinde frekans dağılımı ve regresyon analizi kullanılmıştır. Araştırma sonucunda çocukların bu filmde yerleştirilen markaları hatırladıkları ortaya çıkmıştır. Ayrıca çocukların markaları hatırlama nedenininebeveynlerine satın aldırtma isteği olduğu bulunmuştur.

Anahtar Kelimeler

• Marka YerleĢtirme, Ürün YerleĢtirme, Marka Hatırlanırlılığı, Çocuk Pazarı

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