Characteristics of an Insert Product Placement as a Part of Marketing Communication

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F14%3A43871520" target="_blank" >RIV/70883521:28120/14:43871520 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.11118/actaun201462040659" target="_blank" >http://dx.doi.org/10.11118/actaun201462040659</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Characteristics of an Insert Product Placement as a Part of Marketing Communication
Original language description
The paper defined saturation of an insert product placement as a part of marketing communication. Product placement is known as a modern tool of marketing communication and so that product placement and its types and forms are not so casual used in the Czech Republic as in other parts of the world. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). Types and forms of this marketing communication tool as well as options of its utilization are also mentioned in the paper. The Czech Republic market where product placement occurs is very small - only few television companies. The primary aim of the paper is to identify the intensity of twoessential areas expressing product placement using - natural (non-invasive) insert and contrived (invasive) insert. Moreover, conflicting interests of the interested parties (advertiser - ordering party, producer and television) are obse
Czech name
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Czech description
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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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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Volume of the periodical
62
Issue of the periodical within the volume
4
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
8
Pages from-to
659-666
UT code for WoS article
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EID of the result in the Scopus database
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