Marka yerleştirmenin tüketicilerin hatırlama düzeyine etkisi
Özet
Nowadays traditional advertising anyhow has begun to dwindle with the innovations which globalization brought to the communication technology and traditional media penetration has given place to new media penetration. This situation has complicated the way for advertisers and thus advertisers has obliged to evolve altenative ways. Brand placement is one of the ways that advertisers evolved.The aim of this research is to measure the recall levels of consumers about the brand and to contribute to the firms which belong to a brand for creating a particular client group. Also to contribute to the literature regarding brand placement.Data of the reseach was gathered by questionnaire and face to face interview which was applied to the audience who have seen the movie -He`s Just Not That Into You? at the cinemas.According the results of the research; it has been found out that brand placement has significant influence upon brand recall. Also this research includes important clues for the firms which place their brands to the films and film producers.