Product Scale Promoting by Product Placement in the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43867893" target="_blank" >RIV/70883521:28120/12:43867893 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
Product Scale Promoting by Product Placement in the Czech Republic
Original language description
Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. In this article, you maylearn about different categories of products which are promoted by means of product placement. The main objective of product placement is to connect brands with the appropriate entertainment partners to maximize exposure and brand relevance. This is howthe benefit of product placement comes into its own: where brands become part of the entertainment (a story line) rather than classic TV advertisements. And finally, the last question in this paper is about ethics - product placement can be a negative force and be not naturally integrated in a storyboard, but in the majority of cases it bene?ts everyone content gets paid for.
Czech name
—
Czech description
—

Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 18th International Business Information Management Association
ISBN
978-0-9821489-7-6
ISSN
—
e-ISSN
—
Number of pages
12
Pages from-to
1971-1982
Publisher name
International Business Information Management Association
Place of publication
Istanbul
Event location
Istanbul
Event date
May 9, 2012
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
—

Similar results(10)