Öz
In today’s world, product placement is a marketing method used to increase brand visibility on platforms such as television, film, and digital media. Unlike traditional advertisements, it does not directly address the consumer and is usually integrated naturally within a story or content. This method aims to offer a more organic advertising format, allowing brands to reach their target audiences more effectively. In addition to increasing brand visibility on platforms like television and digital media, product placement is becoming more widespread, especially in the film industry, thereby enhancing its potential to shape the digital marketing landscape. The purpose of this study is to examine the use of product placement in both Hollywood and Turkish cinema in the context of consumer retention and to analyze its role and importance in increasing brand visibility. The scope of the research is limited to films selected from a specific period in both Hollywood and Turkish cinema. A comprehensive literature review was conducted within the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework to provide the theoretical background of the subject. Then, examples of product placement for advertising purposes in the selected films were analyzed using a qualitative research method. The findings from the research reveal that product placement in the films examined is an effective element of advertising strategy. This research contributes to the field by exploring the role of product placement as an advertising strategy in Hollywood and Turkish cinema, demonstrating its impact on brand visibility, and its influence on modern digital marketing practices.
Anahtar Kelimeler
Digital Marketing Product Placement World Cinema Brand Advertising Strategies
Etik Beyan
During the writing process of the study titled “The Role of Product Placement in Digital Marketing: Insights from World Cinema and Turkish Films”, scientific rules, ethical and citation rules were followed; no falsification was made on the collected data and this study was not sent to any other academic publication environment for evaluation.
Kaynakça
- Anderson, C. (2006). Recall and Recognition of Brand-Modified Product Placement in Movies. Brigham Young University.
- Ayers, M. L. (2002). Transformational partnerships: A relational model of dyadic business partnerships. Fielding Graduate Institute.
- Badiou, A. (2013). Cinema. Polity Press. ISBN 978-0-745-65567-3. Erişim adresi: https://www.wiley.com/en- us/Cinema-p-9780745655673.
- Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of advertising, 23(4), 29-46.
- Bellin, A. (2003). Product Placement of Alcohol in Teen Movies: A Qualitative Analysis of Perceptions and Attitudes of High School Students (Doctoral dissertation, University of Florida).
- Bozkurt, S. (2024). Brand Emphasis in the Avengers Movies: Anatomy of Sequels and Product Placement. In Studies on Cinematography and Narrative in Film: Sequels, Serials, and Trilogies (pp. 210-237). IGI Global.
- Celep, E., & Topaloğlu, M. (2018). 2000 sonrası Türk Sineması’nda Ürün Yerleştirme Stratejisi İncelenmesi: Cem Yılmaz Filmleri Örneği. International Journal of Social and Humanities Sciences Research (JSHSR), 5(22), 972-985.
- Charlesworth, A., & Glantz, S. A. (2006). Tobacco and the movie industry. Clin Occup Environ Med, 5(1), 73-84.
- Fetvacı, Z. Z. (2008). Hollywood ve Türk sinemasında ürün yerleştirme: 2006 yılı Türk ve Hollywood filmlerinin karşılaştırmalı içerik analizi. Yayımlanmamış Yüksek Lisans Tezi.
- Galician, M. L. (2004). Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics. Routledge.
- Gutnik, L., Huang, T., Lin, J. B., & Schmidt, T. (2007). New trends in product placement. Strategic Computing and Communication Technology, 1-22.
- Guo, F., Ye, G., Hudders, L., Lv, W., Li, M., & Duffy, V. G. (2019). Product placement in mass media: a review and bibliometric analysis. Journal of Advertising, 48(2), 215-231.
- Hornick, L. A. (2006). The evolution of product placement: Consumer awareness and ethical considerations. West Virginia University.
- Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues & Research in Advertising, 20(2), 31- 49.
- La Ferle, C., & Edwards, S. M. (2006). Product placement: How brands appear on television. Journal of advertising, 35(4), 65-86.
- Lozano, R. D. (2005). Impact of mood on recall of brand placements in the movies (Doctoral dissertation, University of Florida).
- Moser, H. R., Bryant, L., & Sylvester, K. (2004). Product placement as a marketing tool in film and television. National Social Science Journal, 22(1), 76-86.
- Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... & Moher, D. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. bmj, 372.
- PQ Media (2024), Global Product Placement Forecast 2024-2028, PQ Media. Erişim adresi: https://www.pqmedia.com/product/global-product-placement-forecast-2024-2028/
- Puspanathan, C. A., Kia, K. K., & Subramaniam, C. R. S. (2024). The Ability of a Brand Recall to Mediate Between Product Placement and Multi-Ethnic Moviegoer’s Consumer Purchase Intentions. International Journal of Management Studies (IJMS), 31(1), 299-334.
- Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of consumer research, 29(3), 306-318.
- Taiwo, M., Jaiyesimi, B. J., & Aondover, E. M. (2024). Product placement in Namaste Wahala in the global film industry and brand recall in Nigeria. Journal of Media and Communication Studies, 16(1), 9-19.
- Telek, D. (2022). İşçi Sineması Nasıl Yapılmalı?: Eisenstein’ın Grev Filmi Örneği. Niğde Ömer Halisdemir Üniversitesi İletişim Fakültesi Akademik Dergisi, 1(2), 7-22.
- Weisberg, L. (1985). Products winning movie auditions. Advertising Age, 56, 19-20.
- You, I. M. (2004). Product placement belief and product usage behavior in South Korea and the United States (Doctoral dissertation, University of Florida). Erişim adresi: https://docslib.org/doc/10959948/product-placement-belief-and-product-usage-behavior-in-south- korea-and-the-united-states
- Van Reijmersdal, E., Neijens, P., & Smit, E. G. (2009). A new branch of advertising: Reviewing factors that influence reactions to product placement. Journal of advertising research, 49(4), 429-449.
- Zhang, J. (2024). Blockbuster Branding--Exploring the Impact of Product Placement on Consumer Behavior in American Cinema. Advances in Economics, Management and Political Sciences, 92, 104-113..
Öz
Günümüz dünyasında, ürün yerleştirme, televizyon, sinema ve dijital medya gibi platformlarda marka görünürlüğünü artırmak için kullanılan bir pazarlama yöntemidir. Geleneksel reklamlardan farklı olarak, doğrudan tüketiciye hitap etmez ve genellikle bir hikâye veya içerik içinde doğal bir şekilde sunulur. Bu yöntem, markaların hedef kitlelerine daha etkili bir şekilde ulaşmasını sağlayan doğal ve organik bir reklam formatı sunmayı amaçlar. Televizyon ve dijital medya gibi platformlarda marka görünürlüğünü artırmanın yanı sıra, ürün yerleştirme özellikle sinema endüstrisinde daha yaygın hale gelmekte ve böylece dijital pazarlama dünyasını şekillendirme potansiyelini artırmaktadır. Bu çalışmanın amacı, ürün yerleştirmenin Hollywood ve Türk sinemasındaki kullanımını, tüketici bağlılığı bağlamında incelemek ve bu bağlamda ürün yerleştirmenin marka görünürlüğünü artırmadaki rolünü ve önemini analiz etmektir. Araştırmanın kapsamı, Hollywood ve Türk sinemasındaki belirli bir dönemden seçilen filmlerle sınırlıdır. Çalışmada, konunun teorik arka planını sunmak amacıyla PRISMA (Tercih Edilen Sistematik İncelemeler ve Meta-Analizler İçin Raporlama Öğeleri) çerçevesinde kapsamlı bir literatür taraması yapılmıştır. Ardından, seçilen filmlerdeki reklam amaçlı ürün yerleştirme örnekleri, nitel bir araştırma yöntemiyle analiz edilmiştir. Araştırmadan elde edilen bulgular, incelenen filmlerdeki ürün yerleştirme uygulamalarının etkili bir reklam stratejisi unsuru olarak kullanıldığını ortaya koymaktadır. Bu araştırma, Hollywood ve Türk sinemasındaki ürün yerleştirmenin bir reklam stratejisi olarak rolünü keşfederek, marka görünürlüğü üzerindeki etkisini ve modern dijital pazarlama uygulamaları üzerindeki etkisini göstermesiyle alana katkı sağlamaktadır.
Anahtar Kelimeler
Dijital Pazarlama Ürün Yerleştirme Dünya Sineması Marka Reklam Stratejileri
Etik Beyan
“Dijital Pazarlamada Ürün Yerleştirmenin Rolü: Dünya Sineması ve Türk Filmlerinden Görüşler” başlıklı çalışmanın yazım sürecinde bilimsel kurallara, etik ve alıntı kurallarına uyulmuş; toplanan veriler üzerinde herhangi bir tahrifat yapılmamış ve bu çalışma herhangi başka bir akademik yayın ortamına değerlendirme için gönderilmemiştir.
Kaynakça
- Anderson, C. (2006). Recall and Recognition of Brand-Modified Product Placement in Movies. Brigham Young University.
- Ayers, M. L. (2002). Transformational partnerships: A relational model of dyadic business partnerships. Fielding Graduate Institute.
- Badiou, A. (2013). Cinema. Polity Press. ISBN 978-0-745-65567-3. Erişim adresi: https://www.wiley.com/en- us/Cinema-p-9780745655673.
- Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of advertising, 23(4), 29-46.
- Bellin, A. (2003). Product Placement of Alcohol in Teen Movies: A Qualitative Analysis of Perceptions and Attitudes of High School Students (Doctoral dissertation, University of Florida).
- Bozkurt, S. (2024). Brand Emphasis in the Avengers Movies: Anatomy of Sequels and Product Placement. In Studies on Cinematography and Narrative in Film: Sequels, Serials, and Trilogies (pp. 210-237). IGI Global.
- Celep, E., & Topaloğlu, M. (2018). 2000 sonrası Türk Sineması’nda Ürün Yerleştirme Stratejisi İncelenmesi: Cem Yılmaz Filmleri Örneği. International Journal of Social and Humanities Sciences Research (JSHSR), 5(22), 972-985.
- Charlesworth, A., & Glantz, S. A. (2006). Tobacco and the movie industry. Clin Occup Environ Med, 5(1), 73-84.
- Fetvacı, Z. Z. (2008). Hollywood ve Türk sinemasında ürün yerleştirme: 2006 yılı Türk ve Hollywood filmlerinin karşılaştırmalı içerik analizi. Yayımlanmamış Yüksek Lisans Tezi.
- Galician, M. L. (2004). Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics. Routledge.
- Gutnik, L., Huang, T., Lin, J. B., & Schmidt, T. (2007). New trends in product placement. Strategic Computing and Communication Technology, 1-22.
- Guo, F., Ye, G., Hudders, L., Lv, W., Li, M., & Duffy, V. G. (2019). Product placement in mass media: a review and bibliometric analysis. Journal of Advertising, 48(2), 215-231.
- Hornick, L. A. (2006). The evolution of product placement: Consumer awareness and ethical considerations. West Virginia University.
- Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues & Research in Advertising, 20(2), 31- 49.
- La Ferle, C., & Edwards, S. M. (2006). Product placement: How brands appear on television. Journal of advertising, 35(4), 65-86.
- Lozano, R. D. (2005). Impact of mood on recall of brand placements in the movies (Doctoral dissertation, University of Florida).
- Moser, H. R., Bryant, L., & Sylvester, K. (2004). Product placement as a marketing tool in film and television. National Social Science Journal, 22(1), 76-86.
- Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., ... & Moher, D. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. bmj, 372.
- PQ Media (2024), Global Product Placement Forecast 2024-2028, PQ Media. Erişim adresi: https://www.pqmedia.com/product/global-product-placement-forecast-2024-2028/
- Puspanathan, C. A., Kia, K. K., & Subramaniam, C. R. S. (2024). The Ability of a Brand Recall to Mediate Between Product Placement and Multi-Ethnic Moviegoer’s Consumer Purchase Intentions. International Journal of Management Studies (IJMS), 31(1), 299-334.
- Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of consumer research, 29(3), 306-318.
- Taiwo, M., Jaiyesimi, B. J., & Aondover, E. M. (2024). Product placement in Namaste Wahala in the global film industry and brand recall in Nigeria. Journal of Media and Communication Studies, 16(1), 9-19.
- Telek, D. (2022). İşçi Sineması Nasıl Yapılmalı?: Eisenstein’ın Grev Filmi Örneği. Niğde Ömer Halisdemir Üniversitesi İletişim Fakültesi Akademik Dergisi, 1(2), 7-22.
- Weisberg, L. (1985). Products winning movie auditions. Advertising Age, 56, 19-20.
- You, I. M. (2004). Product placement belief and product usage behavior in South Korea and the United States (Doctoral dissertation, University of Florida). Erişim adresi: https://docslib.org/doc/10959948/product-placement-belief-and-product-usage-behavior-in-south- korea-and-the-united-states
- Van Reijmersdal, E., Neijens, P., & Smit, E. G. (2009). A new branch of advertising: Reviewing factors that influence reactions to product placement. Journal of advertising research, 49(4), 429-449.
- Zhang, J. (2024). Blockbuster Branding--Exploring the Impact of Product Placement on Consumer Behavior in American Cinema. Advances in Economics, Management and Political Sciences, 92, 104-113..
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Dijital Pazarlama |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Yayımlanma Tarihi | 10 Temmuz 2025 |
| Gönderilme Tarihi | 24 Kasım 2024 |
| Kabul Tarihi | 26 Mart 2025 |
| Yayımlandığı Sayı | Yıl 2025 Cilt: 14 Sayı: 3 |
Kaynak Göster
MANAS Journal of Social Studies (MANAS Sosyal Araştırmalar Dergisi)