What Is Product Placement
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[pic 1]CYPRUS INTERNATIONAL UNIVERSITYCOMMUNICATION FACULTYByCENGIZ HAN OZUTURKStudent no: 20142905YAÄžMUR AK BALTAStudent no:20140268MEHMET KALEStudent no:20140167JRN242 MEDIA LAW AND ETHICSPRODUCT PLACEMENTAssoc. Prof. Dr. Metin ÇOLAKAPRIL 25.NICOSIAWhat is Product PlacementProduct placement is a frequently used form of marketing communication in recent times (Akkan, 2006). However, product placement is primarily a contradiction between the brand / product concept. In addition to being a product being placed, some authors argue that the place actually is the brand. Although it is seen on the screen, it is said that it is actually the brand that is emphasized. However, in this study, the concept of “product placement” will be used by adopting the way that RTĂśK passed in its 6112 Law. Product placement is defined by many authors in different ways as in many concepts; “An advertisement made on a theme film in which a branded product (for example, a car) or an advertisement for a product (for example, a store sign) is included, and a television program indicates that the server is advertising by means of a branded product (for example, a beverage bottle).Objectives of Product PlacementThe goal of product placement is to ensure that the product is positioned in the mind of the primary customer and to raise awareness. In general, the purposes of product placement are; (Bozkurt, 2008)To introduce products and services of companies• Provide cost-effective software• To be able to fight• Increase brand recognition• Creating brand awareness• Contributing to the strengthening of the brands image• Increase the product sales of the companiesAdvertisers have begun to use product placement to place consumers mind labels, as advertising costs are rising and consumers no longer use personalized TV applications to track ads. Research shows that consumers remember products they see on TV or in movies more easily than they see in advertisements. However, there is no strong research result that it is a direct effect on sales. For this reason, instead of using it as a stand-alone instrument, it would be appropriate to use it together with other engaging activities (Akkan, 2006).Product Placement TypesMany authors of product placement types have made many classifications. For example, according to a classification made by Smith, product placement can be done in three ways. The second is the appearance of the product logos, and finally, the advertisement of the brand appears as part of the backdrop of the show (Denise, DeLorme and Leonard, 1999). Oliver, on the other hand, places product placement in two places: “Creative” (appearance behind the character is the advertising billboard of a well-known brand), and “Natural” (placement in the products natural environment-a frosted glass of whiskey) (Akkan, 2006). According to Gupta, Balasubramanian and Klassen, the way in which products are introduced to television programs, movie films and other product placement tools can also be segmented according to reality. In this respect, a product, mass media (Gupta, Balasubramanian and Klassen, 2000).
Virtual Placement: A set of mounts that are mounted after the imaging technology process. The films, series or programs that are shot with this method are placed afterwards by using technological tools and the changes between the brands can be made faster and less costly.Actual Placement: It is the part of the film production that requires participation of the players and set elements. The product seen in the film is used in shooting. The product the viewer sees is actually in the hands of the player or anywhere in the set.Implicit Display: The packaging of the product, the logo, the name, or the identification of itself. Use Directional Display: It is the place where the film / line item is used by the player. Speaking or Verbal Citation: The mention of the movie player / player in the film is to be found in the atif.Usage by mentioning: Place the player in the form of both talking and using the placement productCast Away (2000)[pic 2] Spectre (2015)[pic 3]Spectre (2015)[pic 4]Terminator 3: Rise of the Machines (2003)[pic 5] Advantages and Disadvantages of Product PlacementAdvantages of Product PlacementThe size of the mass, the place where the product is placed, the duration of the advertisement, the brands perception of the establishment and its effect on the purchase. The presence of acclaimed people in the product placement program is also among the variables that make the viewer more positive about the brand, thus triggering “unaware learning” by creating the perception that the brand is popular in the audience (Interpress, 2012). One of the most important reasons why product placement is preferred in series and movies is that now the viewers are changing channels without watching the ads. In particular, with the advent of private TV channels and advertising-free publications, firms have tended to resort to new methods of advertising. For this reason, product placement is used as a remedy. Thus, the viewer sees the series / film in which the product is being used, even if the advertisements are not monitored. In addition, when people can accept the actors they see as role models, product placement can achieve successful results. For example, a child who sees a favorite character in the production he watches for milking or prematurely laying down, may want to drink milk or go to bed early to be successful / strong like him. The aim here is product placement, but the result is a public benefit. Many academicians; Product placement applications combine that new communication technologies that allow viewers to eliminate advertisements are the only alternative model that can be applied to television advertising (GĂĽrel and Alem, 2006). The product placement applications also add realism to the array or film used. Getting labels of real and contemporary brands instead of unreal brand labels makes it easier for the viewer himself to see the film or the character in the row (Yolcu, 2004).