Identification of factors modifying product placement effectiveness

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F14%3A43871343" target="_blank" >RIV/70883521:28120/14:43871343 - 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
Identification of factors modifying product placement effectiveness
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, the possibility of evaluation of product placement effectiveness was investigated as well as the question whether this evaluation already exists. The target group being the main subject of the investigation of this research consists of directors, producers of audio-visual works and other specialists from the Czech Republic. Other study issues were the conditions needed for effectiveness of product placement and the factors influencing viewers in order to achieve a required response from the target group. Creating resonance with your brand means your message has to permeate consumers’ minds and lives. More than ever, marketing needs to be impactful and emotive to create this type of resonance.
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50201 - Economic Theory

Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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