Comparison of efficiency of product placament in movies by film genres

Product placement stands out as a new and valuable alternative as the efficieny of traditional advertising reduces due to such reasons as increased costs, diminishing impact power. It is known that a succesful product placement implementation has positive effects on brand awareness, product image and sales figures. Under these circumstances, it is foreseen that, product placement will get even more important in near future. Therefore, it has come into question how to conduct these implementations that corporations gain advantages from, in a more effective way. When compared to traditional advertising, product placement offers an option that leads corporations to reach their target market more effectively with a relatively lower budget in such a competitive world. In this thesis study, detailed information about product placement concept is given initially, afterwards a survey study on the subject is conducted among 50 people of participants. In this survey which is based on brand recall, efficiency of product placement implementations in comedy and action-adventure movies are compared. In addition to its contribution to scientific studies, this thesis gives hints to corporations about the circumstances under which the more effective product placements can be conducted. Key Words: Product Placement, Brand Placement