PRODUCT PLACEMENT STRATEGY INVESTIGATION IN TURKISH CINEMA AFTER 2000: CEM YILMAZ FILMS SAMPLE

Abstract

In recent years, goods and services offered by businesses need to provide various quality dimensions in order to provide customer satisfaction and customer loyalty. In addition to these dimensions, there is also a great deal of intertwining work that indicates that goods and services have superior and distinguishing characteristics than other goods and services. At this point, it is necessary to use correctly the product placement and other promotion tools in order to be competitive, to achieve successful sales and to make significant profit in all sectors. Marketers are always looking for alternative ways of reaching the target audience with the message they have presented. Incorporation of product placement applications into marketing communications, which is a broad medium for businesses, has become an increasingly popular approach in recent years. Among the reasons for this are consumer tends to dislike traditional advertisements on television, and constant channel changes to avoid exposure to these advertisements. Product placement is an important opportunity for a message about the brand (Abrahamsson, Lindblom, 2012: 2), since the audience in a film or television show wants to watch the audience without missing and the channel change is not the issue. Product placement in global markets is a particularly useful application for increasing brand value of brand awareness brands (Corniani, 2001: 66). The films in the first group of Cem Yilmaz's production stages will be examined. The aim of the work is to contribute to product placement by analyzing the product placement method in Cem Yılmaz's films.”