Product Placement Industry in the Czech Republic as Embedded Marketing

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43867892" target="_blank" >RIV/70883521:28120/12:43867892 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Product Placement Industry in the Czech Republic as Embedded Marketing

Popis výsledku v původním jazyce

Product placement has been around in some extent for many years. After June 2010, there is a new field of view legal aspect in the Czech Republic. Some placement involves more subliminal placement of the specific product within a scene or visual. Othersincludes spoken lines that make mention of the products or its brand. As advertisers have become concerned about the effectiveness of traditional TV advertising, they have turned to alternative approaches such as product placement, so we speak about ?TVadvertising x Product placement cannibalization?. 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 therole of product placement and describes its current situation on the Czech market.

Název v anglickém jazyce

Product Placement Industry in the Czech Republic as Embedded Marketing

Popis výsledku anglicky

Product placement has been around in some extent for many years. After June 2010, there is a new field of view legal aspect in the Czech Republic. Some placement involves more subliminal placement of the specific product within a scene or visual. Othersincludes spoken lines that make mention of the products or its brand. As advertisers have become concerned about the effectiveness of traditional TV advertising, they have turned to alternative approaches such as product placement, so we speak about ?TVadvertising x Product placement cannibalization?. 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 therole of product placement and describes its current situation on the Czech market.

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

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 periodika

International Journal of Communications

ISSN

1998-4480

e-ISSN

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Svazek periodika

6

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

8

Strana od-do

47-54

Kód UT WoS článku

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EID výsledku v databázi Scopus

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