Dijital Pazarlamada Ürün Yerleştirmenin Rolü: Dünya Sineması ve Türk Filmlerinden Görüşler

In today’s world, product placement is a marketing method used to increase brand visibility on platforms such as television, film, and digital media. Unlike traditional advertisements, it does not directly address the consumer and is usually integrated naturally within a story or content. This method aims to offer a more organic advertising format, allowing brands to reach their target audiences more effectively. In addition to increasing brand visibility on platforms like television and digital media, product placement is becoming more widespread, especially in the film industry, thereby enhancing its potential to shape the digital marketing landscape. The purpose of this study is to examine the use of product placement in both Hollywood and Turkish cinema in the context of consumer retention and to analyze its role and importance in increasing brand visibility. The scope of the research is limited to films selected from a specific period in both Hollywood and Turkish cinema. A comprehensive literature review was conducted within the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework to provide the theoretical background of the subject. Then, examples of product placement for advertising purposes in the selected films were analyzed using a qualitative research method. The findings from the research reveal that product placement in the films examined is an effective element of advertising strategy. This research contributes to the field by exploring the role of product placement as an advertising strategy in Hollywood and Turkish cinema, demonstrating its impact on brand visibility, and its influence on modern digital marketing practices.