A Qualitative Research on the Effects of Product Placements Before and After the Movies on Communication Faculty Students

In an increasingly competitive environment, businesses need marketing strategies to introduce their goods and services to consumers, increase sales of existing products, and compete with rival brands. Among these strategies, creative, eye-catching and memorable advertisements are particularly important in familiarizing consumers with products, encouraging purchases and fostering brand loyalty. With advancing technology and creativity, product promotions are no longer limited to conventional and digital ads. In addition to these advertisements, there have emerged subconscious advertising strategies that work by implanting messages into the consumer's mind, even if they are not consciously aware of the advertisement In this application, known as product placement, products are usually integrated into the screenplay and the flow of the film in a harmonious manner. The aim of this study was determined as measuring consumers' attitudes and perceptions towards brands through product placements made during and after the filming of movies. Focus group technique was applied within the scope of the research, participants were shown clips from films with product placements, and their thoughts were taken by asking questions about these topics. When the participants' views were examined, it was concluded that they paid the most attention to naturalness in productions with product placements and they stated that they would have a positive attitude towards both the production and the brand that made the product placement if the product placement was compatible with the screenplay and the film. There are similar opinions for product placements that will be made later.