The audience brand awareness effects of brand placement strategies on movies: An application on Toy Story III

Marketers searched new methods to make connections with the consumer. It has been seen that factors such as the movie stories, actors, sountracks, quality and the place where the movie stories were taken place had a great impact on the audience. Marketers have intensified marketing comunication applications on films by using this factors. One of these applications is brand placement which abolishes the negative effects of other traditional forms of advertising. The brand placement gives information about brands to consumers and help consumers to recall brands by reminding the brands. In terms of marketing experts and advertisers to apply brand placement for children, helps to start of brand awareness in their early age. According to recent studies, it has been seen that direction the power of children on purchasing has been increased and the brand placement on the childeren starts in very earliy age. Thus, marketers have accepted children as a giant market so they have concentrated their communication skills mainly on children. By taking into consideration this situation; it is determined that the topic of this thesis is brand placement. The aim of this thesis is to examine the influence of the brand placement which takes place in movies on brand awareness on both adults and children. It is also aimed to make it clear influence of the brand awareness on purchasing behaviour. Thus, brand and brand awareness, brand placement which is one of the tools that is used for creating awareness, have been analized and it is conducted the reminder effect of brand placement on both adults and children.