The use of product placement in the Czech television

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F11%3A43867453" target="_blank" >RIV/70883521:28120/11:43867453 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The use of product placement in the Czech television

Original language description

In the beginning of this article are defined the basic concepts related to product placement and is defined by the law. The next chapter briefly mentions the history of this marketing tool in the television and radio. The main part of the article involves an analysis of the current situation in the Czech Republic and there are also examples of the use of product placement with a negative response - an example of the television series Ulice and Ordinace v růzove zahrade. At the end it ismentiones the previous survey responses of viewers on product placement.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2011

Confidentiality

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

Article name in the collection

Mezinárodní Baťova konference pro doktorandy a mladé vědecké pracovníky

ISBN

978-80-7454-013-4

ISSN

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e-ISSN

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Number of pages

10

Pages from-to

1-10

Publisher name

Univerzita Tomáše Bati ve Zlíně

Place of publication

Zlín

Event location

Zlín

Event date

Apr 12, 2011

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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