The influence of product placement in Czech movies and TV shows among generation Y

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F16%3A43910472" target="_blank" >RIV/62156489:43110/16:43910472 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.slpk.sk/eldo/2016/dl/9788055215037/files/11/slovackova-et-al.pdf" target="_blank" >http://www.slpk.sk/eldo/2016/dl/9788055215037/files/11/slovackova-et-al.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The influence of product placement in Czech movies and TV shows among generation Y

Popis výsledku v původním jazyce

This paper is focused on how product placement is perceived by generation Y. The data were collected through eye tracking using the SMI RED 250 device. In-depth interviews were used to acquire a more detailed understanding of the opinion of the respondents. The research was conducted during December 2014 and January 2015 in the Eye Tracking Laboratory at Mendel University. 35 respondents representing generation Y were involved in this research. The main objective was to determine their attention to product placement, brand recall and their attitudes to product placement. Several parts of movies and TV shows were shown to the participants and their attention was measured through the eye tracker. Although the viewers looked at the products, they often were not able to recall them afterwards. The brand recall was higher when they were familiar with the brand. The results show that the audience is more strongly affected by prominent product placement than by subtle placement. The audience is able to remember an audio-visual product placement better than an audio or visual placement. Men are more sensitive to product placement related to male product categories (cars, alcohol and sexual health products). Women on the other hand are more sensitive to product placement related to fashion products.

Název v anglickém jazyce

The influence of product placement in Czech movies and TV shows among generation Y

Popis výsledku anglicky

This paper is focused on how product placement is perceived by generation Y. The data were collected through eye tracking using the SMI RED 250 device. In-depth interviews were used to acquire a more detailed understanding of the opinion of the respondents. The research was conducted during December 2014 and January 2015 in the Eye Tracking Laboratory at Mendel University. 35 respondents representing generation Y were involved in this research. The main objective was to determine their attention to product placement, brand recall and their attitudes to product placement. Several parts of movies and TV shows were shown to the participants and their attention was measured through the eye tracker. Although the viewers looked at the products, they often were not able to recall them afterwards. The brand recall was higher when they were familiar with the brand. The results show that the audience is more strongly affected by prominent product placement than by subtle placement. The audience is able to remember an audio-visual product placement better than an audio or visual placement. Men are more sensitive to product placement related to male product categories (cars, alcohol and sexual health products). Women on the other hand are more sensitive to product placement related to fashion products.

Druh

D - Stať ve sborníku

CEP obor

GA - Zemědělská ekonomie

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název statě ve sborníku

International Scientific Days 2016: Conference Proceedings

ISBN

978-80-552-1503-7

ISSN

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e-ISSN

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Počet stran výsledku

11

Strana od-do

874-884

Název nakladatele

Slovak University of Agriculture in Nitra

Místo vydání

Nitra

Místo konání akce

Nitra

Datum konání akce

19. 5. 2016

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000391174500105