Research Information System
2. Uluslararası Bilimsel Araştırmalar ve Yenilikçi Çalışmalar Sempozyumu, Çanakkale, Turkey, 2 - 05 March 2022, pp.1247-1248, (Summary Text)
Brand and product placement, which is an important tool of marketing communication can
be defined as the promotion of goods and services and the placement of brands in various types
of media for a price in an effort to create awareness on target audiences and to increase it. The
most important goal for the products and brands is to have a positive impact on the audience,
taking place in a planned but unobtrusive manner in the scenes suitable for the movie's concept.
Brand and product placement, which is developed in the American cinema movie industry
Hollywood, has become a marketing communication practice used in movies in almost every
country today. Brand and product placement provides significant benefits not only for
advertisers, but also for production companies trying to cover the production costs of movies.
In this study, the differences between brand and product placement approaches, practices and
techniques in Turkish and Kyrgyzstan's cinema movies are examined. Furthermore, the movies
of both countries are analyzed using the comparative content analysis method. In the research,
the highest-grossing movies of both countries between 2007 and 2019 were determined as the
sample. Brand and product placement rates and approaches used in movies are examined from
a cross-cultural perspective. In addition, the types of brands and product placement, the use
cases of the products in the films, the sectoral distribution of the placed products, the placement
duration and the number of scenes in the cinemas of both countries are measured and analyzed.
According to the initial results, the rate of brand and product placement practices in
Kyrgyzstan's movies is lower than in Turkish movies. Some brands placed in Kyrgyz movies
are not represented in the country's market. For this reason, it may not be right to consider some
brands appearing in Kyrgyz movies as strategic product placement. It is noteworthy, that in the
movies shot in Turkey brand and product placement are used by advertisers in line with strategic
marketing communication goals.