A research towards product placement samples in Turkish cinema

Product placement is inclusion of the product in a production in return of money or promotions from the brand owners. This definition which underlies the product placement is enriched by new extensions from different opinions. The concept of product placement is increasingly became prevalent, various and efficient advertisement strategy as from the first implementations. The product placement which is prerequisite for major productions is continuing to grow not only limiting itself with movie industry but also includes the different communication channels. This study aims to observe the historical improvement, meeting with Turkish movie industry, the steps that succeed in Turkish movie industry and the importance of product placement. In addition to this, this study contributes that the different intensities of the product placement in Turkish movie industry along the history of product placement. Once again this study targets to find what are the factors that affects the behavior towards product placement and explain that factors which affects the behavior towards product placement are related significantly. This study consists of two phased applications. First; product placement application analysis of Turkish movies, which come to the big screen between the years 2000-2013 and made it over 1,000,000 viewers, has been illustrated. Second, application of an questionnaire for "Recep İvedik - 4" viewers has been performed. For the first application, it has been aimed that contribution to literature of product placement and product placement strategies in terms of Turkish movie, have been aimed. Second application of study consists of data analysis with 384 valid data out of 410 movie viewer who accept face to face questionnaire. By means of this application, factors which have been affected by product placement attitudes of viewers, which is represented by consumers, have been studied. Those factors are discussed by two groups: factors resulting from consumer and factors resulting from movie. One of the most significant results of the study is; age, gender, education and level of income are the subtitle of factors resulting from consumer, among those factors; education and level of income have a significant relationship with factors of product placement. People who have different education level and level of income have diverse attitudes against to legal regulations. Another significant result of the study is; persuasiveness of movie, identifying the movie and liking the movie are the subtitle of factors resulting from movie, among this factors liking and persuasiveness of movie have a significant relationship with factors of product placement. From this point, viewers who identify himself/herself with movie or who do not and who find the movie persuasive or who do not, have the same attitude result about legal regulations. These results are important for giving an idea intended to product placement for not only producer but also advertiser by means of movies which have target group.