Marka Yerleştirme Stratejilerinin Hatırlama Üzerine Etkisi: ‘GORA’ Filmi Üzerine Araştırma

Öz

Product or brand placement practice in motion pictures has grown enormously in marketing and advertising areas in recent years, but there is very little empirical research regarding its communication effectiveness. This research included two studies: In the first study, a content analysis study was used to explore the brand placement strategies in the movie ‘GORA’ and in the second study, a questionnaire study was used to attain unaided recall levels of 277 audience of the movie. The findings indicate that many strategies of product placement were used successfully in the movie. The recall findings also suggested that product placement may be effective through positive positioning and linking with attractive strategies. The results of the research have significant implications as to how the attractive product placement strategies is used in the movie and as to how the movie audience interprets the effectiveness of product placement practices. Managerial and research implications may be drawn based on these results.

Anahtar Kelimeler

• Product placement
• brand placement
• sponsorship

Marka Yerleştirme Stratejilerinin Hatırlama Üzerine Etkisi: ‘GORA’ Filmi Üzerine Araştırma

Öz

Sinema filmlerine ürün veya marka yerleştirme uygulaması pazarlama ve reklam alanlarında son derece önemli bir biçimde gelişme göstermekle birlikte iletişimsel etkinliği ile ilgili uygulamalı çalışmalar son derece sınırlı düzeydedir. Bu araştırma iki aşamayı kapsamaktadır: İlk aşamada ‘GORA’ sinema filminde kullanılan ürün yerleştirme stratejilerini ortaya koymak amacıyla içerik analizi uygulanmakta, ikinci çalışmada ise 277 sinema seyircilerinin yardımsız marka hatırlama düzeylerine ulaşmak üzere bir anket çalışması kullanılmaktadır. Elde edilen bulgular ürün, yerleştirme ile ilgili pek çok stratejinin filmde başarılı bir biçimde kullanıldığına işaret etmektedir. Hatırlamaya ilişkin bulgular da ürün yerleştirmenin olumlu yerleştirme ve uygun stratejiler ile bağlantı kurularak etkili olabileceğini öngörmektedir. Bu araştırmanın sonuçları etkili ürün yerleştirme stratejilerinin sözü edilen filmde nasıl kullanıldığını ve sinema seyircisinin ürün yerleştirme uygulamalarının etkinliğine nasıl değerlendirdiğini konusunda önemli göstergeleri ortaya koymaktadır. Bu sonuçlar temelinde yönetsel ve araştırma çıkarsamaları yapmak mümkün olabilmektedir

Anahtar Kelimeler

• Ürün yerleştirme
• marka yerleştirme
• sponsorluk

Kaynakça

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