Product Placement Expenses for the SME Sector in CZE

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F13%3A43870584" target="_blank" >RIV/70883521:28120/13:43870584 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Product Placement Expenses for the SME Sector in CZE
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 attitudes to invest in product placement from field of Czech SME. The survey consists findings from carefully selected B2C a B2B SMEs in Czech Republic. There has been no doubt about business depression since 2009 which has crucialinfluence on amount of marketing investments. It was determined, how much are SMEs able to invest in product placement as a part of modern integrated marketing mix. These finding was classified into four basic named groups and has been constructed the Pareto chart. The second aim was to determine, who is the product placement investment decider. If the decision comes direct from a management or comes from outside (has been outsourced by advertising agency or hired marketing specialist).
Czech name
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Czech description
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Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Recent Researches in Business Administration, Product Design and Marketing
ISBN
978-960-474-325-4
ISSN
2227-460X
e-ISSN
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Number of pages
5
Pages from-to
20-24
Publisher name
WSEAS Press
Place of publication
Chania
Event location
Chania
Event date
Aug 27, 2013
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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