As a marketing communication tool for product placement - a study on the series and films

Product placement is a message of communication applied by the supplier in order to demonstrate the product or brand in a specific location, prepaid the expenses and in line with a plan, which aims to change the attitudes of the consumer within the boundaries of the conscious mind attention that does not observe the application as an advertisement.Today, product placement, from one perspective is situated under the public relations which is an aspect of the marketing communication composition, and from another perspective it is directly related to the advertisement. Furthermore in another perspective it is an effort to effect the subconscious.This study is a content analysis which investigates the ways and purposes of product placement applications in the series aired on the Turkish televisions and the cinema movies.Within this framework, ten most viewed series aired on the Turkish television and five out of the top twenty movies on the Turkey box office are selected and analyzed. As a result of the analysis, it has been found that visual aspects have been mostly used for product placement applications in these productions. Besides, the application of planting the advertisement inside series itself is new for Turkey which is a mandatory product placement format enacted by the RTSC (Radio and Television Supreme Council) law, have exerted a new product placement strategy.In the light of the foregoing, especially considering the development of the series production sector in Turkey in the recent years, more efficiently formed product placement examples will be observed. Besides, in terms of affecting the subconscious, the brands visible on the background have been seen to be efficient as well.