All

What are you looking for?

All
Projects
Results
Organizations

Quick search

  • Projects supported by TA ČR
  • Excellent projects
  • Projects with the highest public support
  • Current projects

Smart search

  • That is how I find a specific +word
  • That is how I leave the -word out of the results
  • “That is how I can find the whole phrase”

Product placement cost in selected Czech SMEs

The result's identifiers

  • Result code in IS VaVaI

    <a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43874517" target="_blank" >RIV/70883521:28120/16:43874517 - isvavai.cz</a>

  • Result on the web

  • DOI - Digital Object Identifier

Alternative languages

  • Result language

    angličtina

  • Original language name

    Product placement cost in selected Czech SMEs

  • Original language description

    The paper deals with product placement as a smart marketing tool in today's modern marketing communication mix. The examined tool is a form of advertisement in which branded goods or services are placed into the context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. Outlined research issues were done solely at custom selected Czech B2C enterprises during the years 2012 and 2013. The research list has also some B2B enterprises included. There has been nothing written and published before about product placement study in the Czech Republic B2C market. The primary aim of the paper is to explore how much are enterprises able to invest in product placement; or possibly ready to invest. Another field closely related to product placement cost is decision management. The secondary aim of this paper is to analyse and identify who decides to invest in and implement product placement. That is who determines price range and type of product placement. The results obtained were subjects to a statistical study. Nevertheless, the results were also analysed using quantification and by means of seeking a mutual dependence.

  • Czech name

  • Czech description

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

Result continuities

  • Project

  • Continuities

    S - Specificky vyzkum na vysokych skolach

Others

  • Publication year

    2016

  • Confidentiality

    S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Data specific for result type

  • Name of the periodical

    Change Management

  • ISSN

    2327-798X

  • e-ISSN

  • Volume of the periodical

    16

  • Issue of the periodical within the volume

    2

  • Country of publishing house

    US - UNITED STATES

  • Number of pages

    9

  • Pages from-to

    1-9

  • UT code for WoS article

  • EID of the result in the Scopus database

    2-s2.0-84973619451