The aspects of Product Placement as a marketing tool in the Czech Republic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43867888" target="_blank" >RIV/70883521:28120/12:43867888 - isvavai.cz</a>

Výsledek na webu

<a href="http://www.wseas.us/e-library/conferences/2012/Vouliagmeni/MMAS/MMAS-22.pdf" target="_blank" >http://www.wseas.us/e-library/conferences/2012/Vouliagmeni/MMAS/MMAS-22.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The aspects of Product Placement as a marketing tool in the Czech Republic

Popis výsledku v původním jazyce

A newly defined type of marketing tool of brand integration known as product placement has been used in the film industry for decades. Until recently, a controversy existed as to whether or not this tool is acceptable in audio-visual works. This was defined by the committee for radio and television broadcasting in the middle of year 2010 and specified by a new legislation in the Czech Republic. Product placement represents a remarkable marketing tool with highly variable use for both experts and companies. Product placement does not suffer from such a high ?advertising blindness?. Marketing experts have inconsistent opinions on product placement. Some of them consider it to be a new marketing tool while others perceive it to be a new type of advertisement. This article explains the role of product placement and its historical origin and describes its current situation on the Czech market, including the view of experts from the fields of production, television and the committee for radi

Název v anglickém jazyce

The aspects of Product Placement as a marketing tool in the Czech Republic

Popis výsledku anglicky

A newly defined type of marketing tool of brand integration known as product placement has been used in the film industry for decades. Until recently, a controversy existed as to whether or not this tool is acceptable in audio-visual works. This was defined by the committee for radio and television broadcasting in the middle of year 2010 and specified by a new legislation in the Czech Republic. Product placement represents a remarkable marketing tool with highly variable use for both experts and companies. Product placement does not suffer from such a high ?advertising blindness?. Marketing experts have inconsistent opinions on product placement. Some of them consider it to be a new marketing tool while others perceive it to be a new type of advertisement. This article explains the role of product placement and its historical origin and describes its current situation on the Czech market, including the view of experts from the fields of production, television and the committee for radi

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2012

Kód důvěrnosti údajů

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

Název statě ve sborníku

Recent Researches in Applied Mathematics and Economics

ISBN

978-1-61804-076-3

ISSN

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e-ISSN

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Počet stran výsledku

6

Strana od-do

144-149

Název nakladatele

WSEAS Press (GR)

Místo vydání

Rhodes

Místo konání akce

Athens, Vouliagmeni Beach

Datum konání akce

7. 3. 2012

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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