Product placement strategies of global brands: model applications from mainstream cinema

Product placement, is the based on the fact that trademark owner is able to present the brand or the product through such media as radio, video games, novels, television, cinema and other creative fields by paying a price or giving promotinal product or service to the producer or owners at the media. Product placement is also used as brand placement in literature. When we rewiev the previous researches, it can be seen that cinema is the most important medium in which high budget investments are made. The initial debate on product placement in the cinema dates back to the early days of the cinema. But it was in 1980s that the importance of product placement was realized and that it became an application of marketing communication. From then on, high-budget agreements have been made between producers and markers across the world, and prices and durations have continued to increase over time. While product placement is alternative way for brands to reach consumers, it is also an important source of income for mainstream cinema and producers where financial concerns are prioritized.