Görüntüleme
14
İndirme
4
Hızla artan rekabet ortamı ve gelişerek kendini yenileyen sektörde tüketicilere hissettirmeden ürünlerin, reklamların, logoların, amblemlerin ilgili mecralarda tanıtılması olarak hayatımıza giren ürün yerleştirme pazarlamada önemli çalışmalara konu olmaya başlamıştır. Ürün yerleştirmenin avantaj ve dezavantajları olmasına karşın sektörlerce kabul gören ve uygulanan yöntem, tanıtım olarak kendini göstermektedir. Hayatımızın her alanında olan ürün yerleştirme kavramı gün geçtikçe aktifliğini artırmaktadır. Bununla birlikte, tüketicilerin bu tanıtımlardan ne kadar etkilendikleri, satın alma kararlarındaki değişiklikleri de merak konusu olmuştur. Bu alanda nöropazarlama faktörü devreye girmiş ve tüketicilerin ürünleri, markaları ve logoları gördükleri andaki beyin dalgalanmaları ölçülmeye başlanmıştır. Bilinçaltına odaklanan nöropazarlama ile sonuçların güvenilir olması hedeflenmiş ‘‘beyin yalan söylemez’’ mantığı ile ilerletilmiştir. Teknikler ve kullanılan araçlar farklılaştıkça veri doğruluğunda da ilerleme yaşanmaya başlanmıştır.
Ürün yerleştirme ile nöropazarlamanın birlikte ele alınarak Eye-Tracking analiz yönteminin kullanıldığı bu çalışmada; Ürün yerleştirmenin yapıldığı sinema filmlerine yönelik görsellerinin farkındalık etkisi belirlenmeye çalışılmıştır. Gişede önemli başarılar elde eden ve ürün yerleştirmenin yapıldığı üç farklı filmden toplamda 5 görsel seçilmiş, bu görsellerde tanınırlık düzeyi yüksek olan markalar ve referans gücü olarak kullanılan, geniş kitlelerce tanınmış kişiler yer almaktadır. Gönüllü katılımcılara ait ısı haritası verilerinde yerli–yabancı katılımcılar ile 22-25 yaş ve diğer yaş grubuna ait (26-35) analiz sonuçları bulunmaktadır.
Araştırmadan elde edilen veriler dâhilinde; seçilmiş sinema filmlerinde ürün yerleştirmenin yapıldığı görseller amacına ulaşsa dahi yoğun odaklanma sağlanamamıştır. Markaların, logoların ve amblemlerin görsel karede ebat olarak küçük olması, göz hizasında bulunmaması odaklanmanın minimum olduğu tespit edilmiştir. Bu bölgelere/alanlara yapılacak revize işleminin veya yeni çekilecek sinema filmlerinde bu ayrıntılara dikkat edilmesinin, katılımcıların ilgi düzeylerini artıracağını ve daha etkili sonuçlar meydana getireceği düşünülmektedir. Literatürde sınırlı sayıda çalışmanın olduğu görülmüştür. Bu sebeple, çalışmanın literatüre katkı sağlayacağı düşünülmektedir.
The rapidly growing competitive environment and the development of the self-innovating sector has begun to be the subject of important work in the product placement marketing that enters our lives as the introduction of products, advertisements, logos, and icons in the relevant fields without making consumers feel. Despite the advantages and disadvantages of placing the product, the method accepted and applied by the sectors shows itself as a promotion. The concept of placing the product in every field of our life increases its activity on a daily basis. However, how much consumers were influenced by these advertisements, the changes in their purchase decisions were also curious. In this area, the neuromarketing factor has started to be activated and brain volatility has begun to be measured when consumers see products, brands and logos. Subconscious-focused neuromarketing has been advanced with the logic "the brain does not lie" aimed at making the results reliable. As different techniques and tools are used, the accuracy of data has also begun to progress.
In this study, the Eye-Tracking analysis method is used to deal with product placement and neuroplastering together; the product placement has been attempted to determine the awareness effect of the images to the film where the product is placed. From the three different films in which the product is placed, there are 5 visual selected, high level of recognition in these images, and widely known people used as a reference power. The heat map data of volunteer participants contains the results of the analysis of domestic and foreign participants and 22-25 years of age and other age groups (26-35).
In the data obtained from the research, the intense focus has not been provided, even if the objective of the product placement in selected films is achieved. Brands, logos and symbols are small in the size of the visual square and are not in the eye line. It is believed that the review of these areas/regions or the attention to these details in newly filmed films will increase the interest levels of participants and bring more effective results. There is a limited number of works in literature. This is why it is believed that the work will contribute to literature.
Rapidly increasing competitive environment and developing self-renewing sector without making consumers feel products, advertising, logos, emblems in the relevant media as the introduction of our life as the product placement has started to be the subject of important work in marketing. Although product placement has advantages and disadvantages, the method accepted and applied by the sectors manifests itself as promotion. The concept of product placement, which is in all areas of our lives, increases its activity day by day. However, how impressed consumers are by these introductions has also been the subject of curiosity about changes in their purchasing decisions. In this area, the neuromarketing factor has been activated and brain fluctuations have been measured when consumers see products, brands and logos. It is advanced by the logic of ‘the brain does not lie’, which is aimed at reliable results with neuropazaration focused on the subconscious. As the techniques and tools used differ, progress in data accuracy has also begun.
In this study, which uses the Eye-Tracking analysis method by considering product placement and neuropazar together, it was attempted to determine the awareness effect of their visuals for motion pictures in which product placement was performed. A total of 5 visuals were selected from three different films that achieved significant success at the box office and placed products, these visuals include brands with a high level of recognition and widely known people who are used as a reference force. In the Heat Map data of the volunteer participants, there are analysis results of domestic and foreign participants and 22-25 years and other age groups (26-35).
As part of the data obtained from the study, intense focus was not achieved, even if the images in which product placement was performed in selected motion pictures achieved their purpose. It has been found that brands, logos and emblems are small in size in the visual frame, not at eye level, focus is minimal. It is believed that revising these regions/areas or paying attention to these details in New Films will increase the level of interest of participants and produce more effective results. There has been a limited number of studies in the literature. For this reason, it is believed that the study will contribute to the literature.
Dergi Türü : Uluslararası
Makale Detay 
Benzer Makaleler
PDF Görüntüle
Dergi Bilgisi
Eseri Dinleyin
Alıntı Yap
Bu Sayfayı Yazdırın
Paylaş
Mendeley
