Product Scale Promoting by Product Placement in the Czech Republic

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Product Scale Promoting by Product Placement in the Czech Republic

Popis výsledku v původním jazyce

Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. In this article, you maylearn about different categories of products which are promoted by means of product placement. The main objective of product placement is to connect brands with the appropriate entertainment partners to maximize exposure and brand relevance. This is howthe benefit of product placement comes into its own: where brands become part of the entertainment (a story line) rather than classic TV advertisements. And finally, the last question in this paper is about ethics - product placement can be a negative force and be not naturally integrated in a storyboard, but in the majority of cases it bene?ts everyone content gets paid for.

Název v anglickém jazyce

Product Scale Promoting by Product Placement in the Czech Republic

Popis výsledku anglicky

Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. In this article, you maylearn about different categories of products which are promoted by means of product placement. The main objective of product placement is to connect brands with the appropriate entertainment partners to maximize exposure and brand relevance. This is howthe benefit of product placement comes into its own: where brands become part of the entertainment (a story line) rather than classic TV advertisements. And finally, the last question in this paper is about ethics - product placement can be a negative force and be not naturally integrated in a storyboard, but in the majority of cases it bene?ts everyone content gets paid for.

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

Proceedings of the 18th International Business Information Management Association

ISBN

978-0-9821489-7-6

ISSN

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e-ISSN

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Počet stran výsledku

12

Strana od-do

1971-1982

Název nakladatele

International Business Information Management Association

Místo vydání

Istanbul

Místo konání akce

Istanbul

Datum konání akce

9. 5. 2012

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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