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
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DOI - Digital Object Identifier
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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
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Czech description
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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
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Result continuities
Project
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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
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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
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EID of the result in the Scopus database
2-s2.0-84973619451