204115

FİLMLERE YERLEŞTİRİLEN MARKALARIN ÇOCUKLAR TARAFINDAN HATIRLANMASI - TOY STORY III FİLMİ ÖRNEĞİ

Bu çalışmanın konusu, çocuklara yönelik filmlere yerleştirilen markalardır. Amaç,çocukların kendilerine yönelik filmlere yerleştirilen markayı hatırlayıp hatırlamadığını belirlemektir. Eğer çocuklar bu markaları hatırlıyorlarsa hatırlamayı etkileyen faktörler de tespit edilmeye çalışılacaktır. Bu amaçla Toy Story III filmi seçilmiştir. Veriler, bu filmi seyreden 200 çocukla yapılan yüzyüze anket yoluyla elde edilmiştir. Verilerin analizinde frekans dağılımı ve regresyon analizi kullanılmıştır. Araştırma sonucunda çocukların bu filmde yerleştirilen markaları hatırladıkları ortaya çıkmıştır. Ayrıca çocukların markaları hatırlama nedenininebeveynlerine satın aldırtma isteği olduğu bulunmuştur.

Anahtar Kelimeler:

Marka YerleĢtirme, Ürün YerleĢtirme, Marka Hatırlanırlılığı, Çocuk Pazarı

FİLMLERE YERLEŞTİRİLEN MARKALARINÇOCUKLAR TARAFINDAN HATIRLANMASI-TOY STORY III FİLMİ ÖRNEĞİ

Keywords:

Brand Placement, Product Placement, Brand Recall, Children Market,

PDF

___

AAKER, A. D. (1991) Managing Brand Equity, Capitilazing on the Value of a Brandname, New York: The Free Press.
ADAK ÖZDEMĠR, A. ve RAMAZAN, O. (2012) “Oyuncağa Çocuk, Anne ve Öğretmen BakıĢ Açısı”, Eğitim Bilimleri Araştırmaları Dergisi Uluslararası E-Dergi EBAD-JESR, 2/1 (Haziran), ss.1-16.
ALSOP, R. (29 February 1988) “Consumer Products Become Movie Stars: Marketers Gain as Filmmakers Try To Cut Costs”, Wall Street Journal.
ARGAN, Metin, VELĠOĞLU, Meltem ve ARGAN, Mehpare (2007), “Marka YerleĢtirme Stratejilerinin Hatırlama Üzerine Etkisi: GORA Filmi Üzerine Bir AraĢtırma”, Elektronik Sosyal Bilimler Dergisi, 6, ss.159-178.
AUTY, S. and LEWIS C. (2004) “The „Delicious Paradox‟: Preconscious Processing of Product Placements by Children” içinde Shrum, L.J. (ed), (2012) The Psychology of Entertainment Media Blurring the Lines Between Entertainment and Persuasion Mahwah, Lawrence Erlbaum Associates.
AVERY, R. J. and FERRARO, R. (2000) “Verisimilitude or Advertising? Brand Appearances on Prime-Time Television”, The Journal of Consumer Affairs, 34/2, pp.217-244.
BABIN, L. A. and CARDER, S.T. (1996a) “Viewers' Recognition of Brands Placed Within A Film”, International Journal of Advertising, 15, pp.140-151.
BABIN, L. A. and CARDER, S.T. (1996b) “Advertising via The Box Office: Is Product Placement Effective?”, Journal of Promotion Management, 3 /1-2, pp.31-51.
BAKER, Michael J. and CRAWFORD, Hazel A. (1995) “Product Placement”, Working Paper, Department of Marketing, University of Strathclyde, Glasgow, Scotland, http://dept.market.strath.ac.uk/ra-workpapersdept.htm#1995 (EriĢim Tarihi: 12.5.2011).
BALASUBRAMANIAN, S. K. (1991) Beyond Advertising and Publicity: The Domain of the Hybrid Messages, MA: Marketing Science Institute, Cambridge.
BALASUBRAMANIAN, S. K. KARRH, J. A. and PATWARDHAN, H. (2006) “Audience Responce to Product Placement: An Integrative Framework and Future Research Agenda”, Journal of Advertising, 35, pp.115-141.
BEATTY, E. S. and TELPADE, S. (1994) “Adolescent Influence in Family Decision Making: A Replication with Extension”, Journal of Consumer Research, 21/2, pp.332-341.
BERGMAN, C. (1989) “Tobacco's Cloudy Image on the Silver Screen” , Christian Science Monitor, July 28.
BLAIR, E. A. and KAMAKURA, W. A. (1996) Proceedings of the 1996 Winter Marketing Educators' Conference, Chicago: American Marketing Association.
BUSHATI, E. (2011) ““Product Placement”: The Harmonization of the New Albanian Mediala with The European Audio-Visual Media Services Directive”, Academicus International Scientific Journal, 4, pp.60-68.
BUITELAAR, J.K. and van der WEES, M. (October 1997) “Are Deficits in the Decoding of Affective Cues and in Mentalizing Abilities Independent?”, Journal of Autism and Developmental Disorders, 27/5, pp.539-556.
BRENNAN, I., DUBAS, K. M. and BABIN, L. A. (1999) “The Influence of Product Placement Type & Exposure Time on Product-Placement Recognition” International Journal of Advertising, 18, ss.31-36.
COWLEY, E. and BARRON, C. (2008) “When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence”, Journal of Advertising, 37/1, pp.89-98.
ÇERÇĠ, F. (2009) “Çocukların Reklamı Anlama ve Algılama Düzeyleri ile Demografik DeğiĢkenler Arasındaki ĠliĢkinin Belirlenmesine Yönelik Mersin Ġlinde Bir AraĢtırma”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi.
D‟ASTOUS, A. and CHARTIER, F. (2000) “A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies” Journal of Current Issues and Research in Advertising, 22/2, pp.31-40.
d‟ASTOUS, A. and SEGUIN, N. (1999) “Consumer Reactions to Product Placement Strategies in Television Sponsorship”, European Journal of Marketing, 33- 9/10, pp.896-910.
DEGREGORIO, F., SUNG, Y. and JUNG J. (2007) “Consumer Attitudes towards Product Placement: Implications for Public Policy”, Annual Meeting of the Association for Education in Journalism and Mass Communication, Washington, DC., (August 8); http://www.allacamedic.com/meta/p203938_index.html, (EriĢim Tarihi: 12.12.2011)
DEIGH, R. (28 October 1985) “Softest of Sells: Placing Products in Movies Can Be a Lucrative Business” Washington Times, pp.9-10. DELORME, D. E. and REID, L. N. (1999) “Moviegoers‟ Experiences and Interpretation of Brand in Films Revisited”, Journal of Advertising, 28, pp.71- 95.
DELORME, D. E.; REID, L. N. and ZIMMER, M. Z. (1994) “Brands in Films: Young Moviegoers‟ Experiences and Interpretations”, Proceedings of 1994 Conference of the American Academy of Advertising, p.60.
ERTAġ, A. (2003) “Ürün Ġçin Yeni Bir Rol”, MediaCat, 11/ 98, ss.23-29. FLEMING, M. (1990) “Product Pluggola Padding Pic Producers Budgets”, Variety, 9/1, pp. 22-23.
GALICIAN, M. L. and BOURDEAU, P. G. (2004) “The Evolution of Product Placements in Hollywood Cinema: Embedding High-Involvement “Heroic” Brand Imagess”, Journal of Promotion Management, 10/1, pp.15-36. GALICIAN, M.L. (2004) “Product Placement in the 21st Century”, Journal of Promotion Management, 10-1/2, pp. 241-258.
GIBSON, B. and MAURER, J. (2000) “Cigarette Smoking in Movies: The Influence of Product Placement on Attitudes Toward Smoking and Smokers”, Journal of Applied Social Psychology, 30/7, pp.1457-1473.
GOULD, S. J., GUPTA P. B. and GRABNER-KRÄUTER, S. (2000) “Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging”, Journal of Advertising International Promotional Medium, 29/4 (Winter), pp.41-58.
GUPTA, B. P. and GOULD, S. J. (1997) “Consumers‟ Perception of the Ethics and Acceptability of Product Placement in Movies: Product Category and Individual Differences”, Journal of Current Issues and Research in Advertising, 19/, pp. 37-50.
GUPTA, B. P. and LORD, K. (1998) “Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall”, Journal of Current Issues and Research in Advertising, 14, pp.37-50.
JOHN, D. R. (1999) “Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research”, Journal of Consumer Research, 26/3, pp.188-213.
HUDSON, S. and HUDSON, D. (2006) “Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?”, Journal of Marketing Management, 22 -5/6, pp.489-504.
HUDSON, S.; HUDSON, D. and PELOZA, J. (2007) “Meet the Parents: A Parents‟ Perspective on Product Placement in Children‟s Films”, Journal of Business Ethics, 80, pp.289-304.
HULIN-SALKIN, B. (1989) “Movie Tie-Ins”, Incentive-Marketing, 163/6 (June), pp.36-41.
JOHN, D. R. (1999) “Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research”, Journal of Consumer Research, 26/3, pp.188-213.
KARNIOUCHINA, E. V., USLAY, C. and ERENBURG, G. (2011) “Do Marketing Media Have Life Cycles? The Case of Product Placement in Movies”, Journal of Marketing, 75/3, pp.27-48.
KARRH, J. (1998) “Brand Placement: Impression Management Predictions of Audince Impact” Unpublished PhD Thesis, U.S.A, University of Florida. KARRH, J., FRITH, K. and CALLISON, C. (2001) “Audience Attitudes Towards Brand (Product) Placement: Singapore and the United States”, International Journal of Advertising, 20/1, pp.3-24.
KARRH, James A. (1994) “Effects of Brand Placements in Motion Pictures”, içinde K. King (ed.), GA: American Academy of Advertising, Proceedings of 1994 Conference of the American Academy of Advertising, pp.90-96.
KELLER, K. L. (2003) Strategic Brand Management: Building, Measuring and Managing Brand Equity, Second Edition, New Jersey: Prentice Hall.
LEE, M. and FABER R. F. (2007) “Effects of Product Placement in On-Lime Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention”, Journal of Advertising, 34/4, pp.75-90.
LEHU, J. And Bressoud, E. (2008) “Effectiveness of Brand Placement: New Insights about Viewers”, Journal of Business Research, 61, pp.1083-1090.
LINDSTROM, M.; SEYBOLD, B. P. and BRAND, C. (2003) Günümüz Dünya Çocuklarının Satınalma Güçleri, Tüketim Tercihleri ve Markalarla Olan ĠliĢkileri, Özer, A. ve Duygu Günkut, D. (çev.), Ġstanbul: CSA Yayın Ajansı.
LORO, L. (1990) “Philly Products Angle for Ringside in Rocky V”, Advertising Age, 61/5.
MISHRA, R. (1998) “Tobacco Persists on Silver Screen; Even Muppets Market to Kids” , http://vistagroupusa.com/timespicayune.htm, (EriĢim Tarihi: 14.10.2011).
MORTON, R. C. and FRIEDMAN, M. (2002) “I Saw It in The Movies‟: Exploring the Link Between Product Placement Beliefs and Reported Usage Behavior”, Journal of Current Issues and Research in Advertising, 24/2, pp.33-40.
NAKĠP, M. (2003) Pazarlama AraĢtırmaları Teknikler ve (SPSS Destekli) Uygulamaları, 1. Baskı, Ankara, Seçkin Yayıncılık.
NAKĠP, M. (2006) Pazarlama AraĢtırmaları Teknikler ve (SPSS Destekli) Uygulamaları, GeniĢletilmiĢ 2. Basım, Ankara, Seçkin Yayıncılık.
NEBENZAHL, I. ve SECUNDA, E. (1993) “Consumers Attidues Toward Product Placement in Movies”, International Journal of Advertising, 12/1, pp.1-11.
NELSON, M. R., KEUM, H. ve YAROS, R. A. (2004) “Advertainment or Adcreep Game Players‟ Attitudes toward Advertising and Product Placement in Computer Games”, Journal of Interactive Advertising, 5/1, pp.3-21.
ONG, B. S. ve MERI, D. (1994) “Should Product Placement in Movies be Banned?”, Journal of Promotion Management”, 2/3-4, pp.159-175.
ORTEU, J., GARCIA, D., ROBERT, L. ve BUGARIN, F. (2006) “A Speckle Texture Image Generator”, Speckles From Grains to Flowers From Conference Volume 6341 (September 13).
ÖZTUĞ, F. (1997) “Marka Değeri: Kavram ve Yönetimi”, Pazarlama Dünyası, 61 (Ocak-ġubat), ss. 19-25.
ÖZTÜRK, A. S. (2003) “Bir Pazarlama Aracı Olarak Etkileri ve Etkiledikleri Açısından Sinema Filmlerine Ürün YerleĢtirme”, Pi: Pazarlama ve ĠletiĢim Kültürü Dergisi, 3/3, ss. 24-33.
PECHMANN, C. and SHIH, C. (1999) “Smoking Scenes in Movies and Antismoking Advertisements Before Movies:Effects on Youth”, Journal of Marketing, 63, pp.1-13.
PEKMAN, C. ve GÜL, S. (2008) “Product Placement In Late Turkish Cinema”, Sixth International Communication in the Millennium Symposium, pp. 393- 400.
REDONDO, I. (2006) “Product Placement Planning: How is the Industry Placing Brands in Relation to Moviegoer Consumption?”, Journal of International Consumer Marketing, 18/4, pp.33-55.
REIJMERSDAL, E. V.; SMITH, E. and NEIJENS, P. (2010) “How Media Factors Affect Audience Responses to Brand Placement”, International Journal of Advertising, 29/2, pp.279-302.
ROSS, J. and HARRADINE R. (2004), “I‟m Not Wearing That! Branding and Young Children”, Journal of Fashion Marketing and Management, 8/, pp.11-
ROSENBERG, J. (2001) “Brand Loyalty Begins Early”, Advertising Age, 72/7, pp.1-4.
RUSSELL, C. A. (2002) “Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Mamory And Attitude”, Journal of Consumer Research, 29/3, pp.306- 318.
SAPOLSKY, B.S. and KINNEY, L., “You ought be in Pictures: Product Placements in the Top-Grossing Films of 1991”, K.W. King (ed.). Proceedings of the 1994 American Academy of Advertising Conference.
SARGENT, J. D.; TICKLE, J. J.; BEACH, M. L.; DALTON, M. A.; AHRENS, M. B. and HEATHERTON, T. F. (2001) “Brand Appearances in Contemporary Cinema Films and Contribution to Global Marketing of Cigarettes”, LACNET, 357, pp.29–32.
ġENER, A. ve BABAOĞUL, M. (2007) “Çocuk ve Genç Tüketiciler”, Hacettepe Üniversitesi Tüketici- Pazar-AraĢtırma- DanıĢma Test Eğitim Merkezi Tüketici Yazıları (I), Ed.: M. Babaoğul ve A. ġener, Ankara: Hacettepe Üniversitesi Hastaneleri Basımevi, ss.127-154.
THOMPSON, C. J.; LOCANDER, W.B. and POLLIO, H.R. (1989) “Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Esstential-Phenomenology”, Journal of Consumer Research, 16/2, pp.133-146.
TROUP, M.L. (1991) “The Captive Audience: A Content Analysis of Product Placements in Motion Pictures”, Unpublished master's thesis, U.S.A., Florida State University.
TURCOTTE, S. “Gimme a Bud! The Feature Film Product Placement Industry” Masters‟ Thesis, University of Texas at Austin içinde BRENNAN, I.; DUBAS, K. M. and BABIN, L. A. (1995) “The Influence of Product Placement Type & Exposure Time on Product-Placement Recognition”, International Journal of Advertising, 18, pp.31-36.
VALKENBURG, Matti and BUIJZEN, Moniek (2005) “Identifying Determinants of Young Children‟s Brand Awareness: Television, Parents, and Peers”, Applied Developmental Psychology, 26, pp. 456-468.
VALKENBURG, P. M. and CANTOR, J. (2001) “The Development of a Child into a Consumer”, Journal of Applied Developmental Psychology, 22/1, pp.61-72.
VOLLMERS, S. ve MIZERSKI, R. (1994) “A Review and Investigation into the Effectiveness of Product Placements in Films” Proceedings of 1994 Conference of the American Academy of Advertising, Karen King (ed.), GA: American Academy of Advertising, pp.97-201.
WEAVER, D. T. and OLIVER, M. B. (2000) “Television Programs and Advertising: Measuring the Effectiveness of Product Placements within Seinfeld”, The Annual Conference of the International Communication Association, Acapulco, Mexico.
WEI, M.; FISCHER, E. and MAIN, K. J. (2008) “An Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing”, Journal of Public Policy&Marketing, 27 (Spring), pp. 34-44.
WILES, M. and DANIELOVA, A. (2009) “The Worth of Product Placement in Successful Films: an Event Study Analysis”, Journal of Marketing, 73 (July), pp.44-63
YORK, A. (2001) “The Product Placement Monster that E.T. Spawned”, http://www.salon.com/technology/feature/2001/04/26/product_placement (EriĢim Tarihi: 14.10.2010).
YU, C. H. (2006) “Ethical Issues of Product Placement and Manipulation”, http://www.creative-wisdom.com/education/hps/placement.pdf, (EriĢim Tarihi: 22.04.2011).
“Bu film Ġngiltere'de lokum satıĢlarını "patlattı"”, (16 Aralık 2005) Hürriyet Gazetesi Kültür Sanat; http://hurarsiv.hurriyet.com.tr/2005 (EriĢim Tarihi: 21.6.2012)