Does Brand Placement Practices Predict Brand Recall?

Yıl 2022, Cilt: 4 Sayı: 7, 621 - 640, 01.10.2022

Elif Eşiyok , Beris Artan Özoran

Öz

Marka yerleştirme, şirketlerin reklam yapmak için sıklıkla kullandıkları stratejilerden biridir. Marka yerleştirme konusunda çok fazla çalışma olmasına rağmen marka hatırlama üzerindeki etkileri konusunda yeterli çalışma bulunmamaktadır. Bu noktadan hareketle bu çalışmanın amacı, a) Ürün yerleştirme türü ile marka hatırlama arasında bir ilişki var mıdır?; b) Markayı karakterlerle eşleştirme ile markayı hatırlama arasında bir ilişki var mıdır?; c) Ekranda marka yerleştirme süresi ile marka hatırlama arasında bir ilişki var mı?; d) Cinsiyetler arasında marka hatırlamada farklılıklar var mı?. Bu araştırma sorularına cevap bulmak için karma yöntem kullanılarak hem nitel hem de nicel araştırma yürütülmüştür. Bu çalışma için en çok marka içeren filmlerden biri olan “Devil Wears Prada” seçilmiştir. İlk aşamada kategoriler kullanılarak içerik analizi gerçekleştirilmiştir. İkinci aşamada filmler 209 katılımcı tarafından izlenerek, güvenirlik ve geçerliği yapılmış anket formunu doldurmuşlardır. Bulgular, görsel marka yerleştirme kullanmanın ve hatırlama oranlarının paralel bir çıktı gösterdiğini bulgulamıştır. Katılımcılar tarafından hatırlanan markalar uzun süre ekranda görünen markalar olsa da, Prada sadece 8 saniyeliğine görünmesine rağmen katılımcılar tarafından hatırlanırken, Motorola ve Lincoln daha uzun süre ekranda görünmesine rağmen daha az hatırlanmıştır. Dolayısıyla markayla ilgili kişisel deneyimin de, marka hatırlamasını etkileyebileceği söylenebilir. Ayrıca moda ile ilgili markalar kadın örnekleminde daha fazla hatırlanmıştır.

Anahtar Kelimeler

marka yerleştirme, marka çağrışımı, reklamcılık, film, ürün yerleştirme

Does Brand Placement Practices Predict Brand Recall?

Öz

Brand placement is one of the most preferred strategies that companies use to advertise. Although there are too many studies on brand placement, there are not enough studies on its effects on brand recall. From this point this study aims to investigate a) Is there any relationship between the type of product placement and brand recall?; b) Is there any relationship between the type of association with the brand and brand recall?; c) Is there any relationship between time on screen and brand recall?; d) Are there any differences in brand recall among gender?. To find an answer to these research questions mixed methodology was adapted and both qualitative and quantitative studies are conducted. One of the most brand-included movie “Devil Wears Prada” is chosen for this study. In the first step by using categories, the authors conducted the content analysis. In the second step, the movies were watched by 209 participants, and they filled out a survey. Valid scales are used for designing the survey. The findings indicated that using visual brand placement and the recall rates are showing a parallel output. Although the first remembered brands are having a higher duration in the movie, Prada only appeared for 8 seconds but was remembered by the participants, whereas Motorolla and Lincoln appeared more but were remembered less. So the personal experience with the brand might affect brand recall too. In addition, fashion-related brands are recognized more in the female sample.

Anahtar Kelimeler

brand placement, brand recall, advertising, movie, product placement

Kaynakça

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