Product placement in Turkish movies
Başlık çevirisi mevcut değil.
- Tez No: 402869
- Danışmanlar: DR. MARK MCPHERSON
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2008
- Dil: İngilizce
- Üniversite: Middlesex University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 68
Özet
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Özet (Çeviri)
The aim of the current study is to investigate the prevalence of product placement techniques in Turkish movies while providing, marketers to formalize product placement strategies for emerging industry. Thus the placement techniques, the techniques used to place goods, services, and other types of brands in Turkish movies were investigated. To assess the aim of the study a content analysis was performed on 5 box office success Turkish movies by following Gupta and Lord's coding scheme of brands in movies.The sample of five movies which are all comedy movies, were coded to basic three product placement types and mode of prominence levels as visual placements, audio placements and audio-visual placements to investigated the product placement techniques in Turkish movies. The current study shown that the most common use of placement technique in Turkish movies is the prominent visual placements which were mostly associated with the main characters during the Turkish movies. Considering the emerging industry for marketing goods in Turkish movies it is also evident that the branded goods most likely to appear in the movies are luxury consumer goods such as cars, mobile phones and sunglasses. It is also important to noted that most placement techniques are integrated for presenting global products and brands in Turkish movies. Even though the Turkish market is new to the placement techniques, the potential benefits of the movie placements and increasing popularity of Turkish movies in the box office ratings, may encourage marketers to integrate branded goods into the Turkish movies and effect audiences purchase behavior.
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