Degree of Saturation of an Audiovisual Work with the Marketing Tool Multimedia communication of Product Placement.
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43868743" target="_blank" >RIV/70883521:28120/12:43868743 - 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
Degree of Saturation of an Audiovisual Work with the Marketing Tool Multimedia communication of Product Placement.
Original language description
The paper defined saturation of an audiovisual work with product placement. Types and forms of this marketing communication tool as well as options of its utilization are clarified in the paper. The mentioned issues are explained from the perspectives ofthree groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). The Czech Republic market where product placement occurs is very small ? only few television companies. The main aim of the paper is to comparetwo essential areas expressing efficiency of product placement ? natural (non-invasive) insert and contrived (invasive) insert. Moreover, conflicting interests of the interested parties (advertiser ? ordering party, producer and television) are observedin the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can affect the script and what impact on quality and specifics of an audiovisual work can this script modification
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 3rd International conference on Applied Informatics and Computing Theory (AICT ´12).
ISBN
978-1-61804-130-2
ISSN
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e-ISSN
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Number of pages
7
Pages from-to
189-196
Publisher name
WSEAS Press
Place of publication
Barcelona
Event location
Barcelona
Event date
Oct 17, 2012
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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