Publication: Film endüstrisinde pazarlama halkla ilişkileri : Türkiye film endüstrisi üzerine nitel araştırma
Abstract
Toplumsal, politik, ekonomik koşulların değişmesi ve teknolojik gelişmelerin iletişim kanallarını geliştirmesiyle; markalar ve kurumların paydaşlarına bakışları şekillenmiş, halkla ilişkiler ve pazarlama amaç ve araçları büyük ölçüde yöndeşleşmiştir. Pazarlama halkla ilişkileri, markaların paydaşlarıyla ortak bir zeminde buluşmasını sağlayarak, tüketici memnuniyetini ve satın almayı teşvik eden uygulamaları planlayan ve geliştiren disiplinler arası entegre bir yaklaşımdır. Bu çalışmanın sorunsalı pazarlama halkla ilişkilerinin ve izleyicinin film endüstrisinin neresinde konumlandığıdır. Dünya sineması üzerine yapılan literatür taramasının ardından, Türkiye film endüstrisindeki izlenme verileri istatistiksel analiz yöntemiyle yorumlanmış; film yönetmenleri örnekleminde yapılan derinlemesine mülakattan elde edilen bulgular içerik analizi ve betimsel analiz yöntemleriyle incelenmiştir. Film endüstrisinde pazarlama halkla ilişkilerinin planlamadan dağıtıma dek yapım zincirinin her sürecinde etkili olduğu ortaya konulmuştur.
MARKETING PUBLIC RELATIONS IN FILM INDUSTRY: A QUALITATIVE RESEARCH ON THE TURKISH FILM INDUSTRYThe transformation of social, political and economic conditions as well as the development of communication channels are reshaping how brands and institutions view their stakeholders and aligning public relations and marketing tools with one another. Marketing public relations is an interdisciplinary field that develops strategies and practices to support marketing objectives and customer satisfaction. The study aims to address the question of where the marketing public relations and the audience is positioned within the film industry. Following a literature review on film industries around the world, this study interprets the box office data in Turkish film industry using statistical analysis. Then, using descriptive analysis and content analysis methods, it examines the findings based on in-depth interviews of film directors. The study shows that in film industry, marketing public relations is effective in every stage of the value chain from planning stage to distribution.
MARKETING PUBLIC RELATIONS IN FILM INDUSTRY: A QUALITATIVE RESEARCH ON THE TURKISH FILM INDUSTRYThe transformation of social, political and economic conditions as well as the development of communication channels are reshaping how brands and institutions view their stakeholders and aligning public relations and marketing tools with one another. Marketing public relations is an interdisciplinary field that develops strategies and practices to support marketing objectives and customer satisfaction. The study aims to address the question of where the marketing public relations and the audience is positioned within the film industry. Following a literature review on film industries around the world, this study interprets the box office data in Turkish film industry using statistical analysis. Then, using descriptive analysis and content analysis methods, it examines the findings based on in-depth interviews of film directors. The study shows that in film industry, marketing public relations is effective in every stage of the value chain from planning stage to distribution.