Özet:

Popular culture references are used in determining brand strategies in marketing communication. Some brands are very successful in benefiting from popular culture by linking target customer groups to a popular culture reference for marketing purposes. If a brand can determine the right opportunity at the right time, the results of popular culture-oriented marketing efforts can be enormous. To provide products with a fun, stimulating and attractive context, films, series, music or a celebrity, an artist, a TV entertainment/show program, a sports award ceremony can be integrated into marketing programs. Beyond being linked to something popular on social media channels or on TV, this can offer the best practices of popular cultural references to be built and creative ways to connect with the brand's products or services for marketing communication. Popular culture elements also have the property of providing added value in terms of marketing communication when they enter production. The production in question does not come from the production of popular culture products from scratch, but through re-marketing and consumption by entering into different commodification and even branding processes. Therefore, the product can be re-marketed in different channels. The aim of this article is to explain why and how popular culture products have achieved widespread marketing success and the reasons behind their sales performance. In this context; An attempt was made to analyze how it became a marketing success by recirculating the Lord of the Rings novel, a popular cultural product, in different media. The aim of this course is to evaluate how the Lord of the Rings themed products are produced in different markets in terms of marketing strategies; descriptive and comparative analysis through the novel and film The Lord of the Rings, faithful to the original form of the collected data; and then systematic analysis was conducted to reach some causal and explanatory conclusions.

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