The aspects of Product Placement as a marketing tool in the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43867888" target="_blank" >RIV/70883521:28120/12:43867888 - isvavai.cz</a>
Result on the web
<a href="http://www.wseas.us/e-library/conferences/2012/Vouliagmeni/MMAS/MMAS-22.pdf" target="_blank" >http://www.wseas.us/e-library/conferences/2012/Vouliagmeni/MMAS/MMAS-22.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The aspects of Product Placement as a marketing tool in the Czech Republic
Original language description
A newly defined type of marketing tool of brand integration known as product placement has been used in the film industry for decades. Until recently, a controversy existed as to whether or not this tool is acceptable in audio-visual works. This was defined by the committee for radio and television broadcasting in the middle of year 2010 and specified by a new legislation in the Czech Republic. Product placement represents a remarkable marketing tool with highly variable use for both experts and companies. Product placement does not suffer from such a high ?advertising blindness?. Marketing experts have inconsistent opinions on product placement. Some of them consider it to be a new marketing tool while others perceive it to be a new type of advertisement. This article explains the role of product placement and its historical origin and describes its current situation on the Czech market, including the view of experts from the fields of production, television and the committee for radi
Czech name
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Czech description
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Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Recent Researches in Applied Mathematics and Economics
ISBN
978-1-61804-076-3
ISSN
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e-ISSN
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Number of pages
6
Pages from-to
144-149
Publisher name
WSEAS Press (GR)
Place of publication
Rhodes
Event location
Athens, Vouliagmeni Beach
Event date
Mar 7, 2012
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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