Relations between product placement practices in cinema films and viewers attitudes toward brand awareness: Oflu Hoca'nin Şifresi 2 film example

The rapid development in today's markets makes it difficult to create a competitive advantage in the market. Businesses should be able to deliver messages related to their branded products to the right target groups at the right time and in the right place to ensure competitive advantage in similar products. Branded products are placed in the media consciously and in a planned way in consideration of a price for the basic purpose of creating awareness and increasing it, which is an implementation that has been widely approved in our country especially in recent years. Product placement in motion picture films provided the recognition of the concept for the first time. It is seen that movies have had a strong influence on the audience due to such factors as stories, actors, soundtracks and setting since the date on which they were first released. The aim of this study is to explain the attitudes towards product placement in movies from various aspects such as acceptability of product placement, ethical evaluation, destination characteristics, consumer decision-making behavior, memory and product placement success. Also, the attitudes of audiences towards local and non-local brands were explored in the context of recall and recognition, which are the dimensions of brand awareness. According to the results of the study, it was determined that audience attitudes towards product placement are collected under four dimensions as acceptability, ethics, behavior and destination, and audience attitudes show differences in terms of recall and recognition, which are the dimensions of brand awareness, according to whether the brands placed in movies are local or nonlocal. Based on these results, various strategy recommendations for marketers have been developed. Keywords: Product Placement, Dimensions of Brand Awareness, Attitude, Cinema Films, Structural Equity Model