Types, Forms and Major Product Categories of Product Placement in the Czech Republic
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43867897" target="_blank" >RIV/70883521:28120/12:43867897 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.5171/2012.441984" target="_blank" >http://dx.doi.org/10.5171/2012.441984</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.5171/2012.441984" target="_blank" >10.5171/2012.441984</a>
Alternative languages
Result language
angličtina
Original language name
Types, Forms and Major Product Categories of Product Placement in the Czech Republic
Original language description
Product placement is defined as marketing integration of a product or a brand into a film or televised series in order to avoid conventional advertising. In this paper, there are 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. Product placement can occur in audio-visual works in several different forms. And finally, the lastquestion in this paper is about describing product categories promotion by Product placement. According to the primary survey, the several groups of product categories (automotive industry and mobile phones and computers) are mostly promoted by productplacement.
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
Journal of Eastern Europe Research in Business & Economics
ISSN
2169-0367
e-ISSN
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Volume of the periodical
2012
Issue of the periodical within the volume
1
Country of publishing house
US - UNITED STATES
Number of pages
11
Pages from-to
1-11
UT code for WoS article
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EID of the result in the Scopus database
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