The influence of product placement in Czech movies and TV shows among generation Y

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F16%3A43910472" target="_blank" >RIV/62156489:43110/16:43910472 - isvavai.cz</a>

Result on the web

<a href="http://www.slpk.sk/eldo/2016/dl/9788055215037/files/11/slovackova-et-al.pdf" target="_blank" >http://www.slpk.sk/eldo/2016/dl/9788055215037/files/11/slovackova-et-al.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The influence of product placement in Czech movies and TV shows among generation Y

Original language description

This paper is focused on how product placement is perceived by generation Y. The data were collected through eye tracking using the SMI RED 250 device. In-depth interviews were used to acquire a more detailed understanding of the opinion of the respondents. The research was conducted during December 2014 and January 2015 in the Eye Tracking Laboratory at Mendel University. 35 respondents representing generation Y were involved in this research. The main objective was to determine their attention to product placement, brand recall and their attitudes to product placement. Several parts of movies and TV shows were shown to the participants and their attention was measured through the eye tracker. Although the viewers looked at the products, they often were not able to recall them afterwards. The brand recall was higher when they were familiar with the brand. The results show that the audience is more strongly affected by prominent product placement than by subtle placement. The audience is able to remember an audio-visual product placement better than an audio or visual placement. Men are more sensitive to product placement related to male product categories (cars, alcohol and sexual health products). Women on the other hand are more sensitive to product placement related to fashion products.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

GA - Agricultural economics

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2016

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

International Scientific Days 2016: Conference Proceedings

ISBN

978-80-552-1503-7

ISSN

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e-ISSN

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Number of pages

11

Pages from-to

874-884

Publisher name

Slovak University of Agriculture in Nitra

Place of publication

Nitra

Event location

Nitra

Event date

May 19, 2016

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000391174500105