Product Placement Industry in the Czech Republic as Embedded Marketing
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43867892" target="_blank" >RIV/70883521:28120/12:43867892 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Product Placement Industry in the Czech Republic as Embedded Marketing
Original language description
Product placement has been around in some extent for many years. After June 2010, there is a new field of view legal aspect in the Czech Republic. Some placement involves more subliminal placement of the specific product within a scene or visual. Othersincludes spoken lines that make mention of the products or its brand. As advertisers have become concerned about the effectiveness of traditional TV advertising, they have turned to alternative approaches such as product placement, so we speak about ?TVadvertising x Product placement cannibalization?. 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 therole of product placement and describes its current situation on the Czech market.
Czech name
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Czech description
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Classification
Type
J<sub>x</sub> - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
International Journal of Communications
ISSN
1998-4480
e-ISSN
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Volume of the periodical
6
Issue of the periodical within the volume
2
Country of publishing house
US - UNITED STATES
Number of pages
8
Pages from-to
47-54
UT code for WoS article
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EID of the result in the Scopus database
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