Publication: Marka farkındalığı yaratmada ürün yerleştirmenin etkisi
Abstract
MARKA FARKINDALIĞI YARATMADA ÜRÜN YERLEŞTİRMENİN ETKİSİ Giderek artan hiper rekabet ortamında işletmeler, bir taraftan gün içinde kurum ya da markalardan kendilerine yöneltilen yüzlerce mesajla karşı karşıya kalarak bu mesajlardan sadece istediğini alan seçici bir hedef pazara ulaşmaya çalışmakta diğer taraftan da bu uğraşı verirken geleneksel olmayan reklam mecralarına doğru kaymaktadırlar. Bu geleneksel olmayan reklam mecralarından biri, etkin bir pazarlama iletişim tekniği olduğuna inanılan ürün yerleştirme uygulamalarıdır. Film ve televizyon programları dışında, müzik kasetleri, romanlar, bilgisayar oyunları vb. alanlarda kendini gösteren ve giderek yaygınlık kazanan bu geleneksel olmayan mecra, hem sağladığı maliyet avantajı hem de yüksek erişim gücü ile markaların tercihlerinde önemli bir rol almaktadır. “Marka Farkındalığı Yaratmada Ürün Yerleştirmenin Etkisi” başlıklı bu çalışmada 2006 yılının en çok hasılat yapmış on filminden biri olan “Şeytan Marka Giyer” adlı film İstanbul Ticaret Üniversitesi İletişim Fakültesi’nde okuyan 60 öğrenciye izletilmiş; film başlamadan önce katılımcılara bir ön test, izletildikten sonra da kendilerine bir son test uygulanmıştır. Böylelikle film içindeki ürün yerleştirme uygulamalarının ( Starbucks, Apple, Mercedes, Chanel, Prada, Runway, T-Mobile) marka farkındalığı yaratma açısından etkisi saptanmaya çalışılmıştır.
THE EFFECT OF PRODUCT PLACEMENT ON CREATİNG BRAND AWARENESS In today’s hyper competition world; corporations are both trying to reach to a target market which receive hundereds of messages from corporations or brands and choose the ones that interest them. Also they are trying to use the untraditional advertising channels. One of these untraditional advertising channels is product placement practices which is believed to be an effective marketing communication technique. Product placement is used in music casettes, novels, computer devices apart from movies and television programmes and this untraditional channel plays an important role in brand preferance by providing cost advantage and high acess power. In this study which is named ”The Effect of Product Placement on Creating Brand Awareness”; 60 students from İstanbul Commerce University Communication Faculty watched the film “The Devil Wears Prada” which has the most proceeds among ten movies. A pretest is applied to the students before they watched the movie and a post test is applied to them after watching it. By this way, the effect of placement practices (Sturbucks, Apple, Mercedes, Chanel, Prada, Runway, T- Mobile) on creating brand awareness is tried to be determined.
THE EFFECT OF PRODUCT PLACEMENT ON CREATİNG BRAND AWARENESS In today’s hyper competition world; corporations are both trying to reach to a target market which receive hundereds of messages from corporations or brands and choose the ones that interest them. Also they are trying to use the untraditional advertising channels. One of these untraditional advertising channels is product placement practices which is believed to be an effective marketing communication technique. Product placement is used in music casettes, novels, computer devices apart from movies and television programmes and this untraditional channel plays an important role in brand preferance by providing cost advantage and high acess power. In this study which is named ”The Effect of Product Placement on Creating Brand Awareness”; 60 students from İstanbul Commerce University Communication Faculty watched the film “The Devil Wears Prada” which has the most proceeds among ten movies. A pretest is applied to the students before they watched the movie and a post test is applied to them after watching it. By this way, the effect of placement practices (Sturbucks, Apple, Mercedes, Chanel, Prada, Runway, T- Mobile) on creating brand awareness is tried to be determined.