Types, Forms and Major Product Categories of Product Placement in the Czech Republic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43867897" target="_blank" >RIV/70883521:28120/12:43867897 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.5171/2012.441984" target="_blank" >http://dx.doi.org/10.5171/2012.441984</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.5171/2012.441984" target="_blank" >10.5171/2012.441984</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Types, Forms and Major Product Categories of Product Placement in the Czech Republic

Popis výsledku v původním jazyce

Product placement is defined as marketing integration of a product or a brand into a film or televised series in order to avoid conventional advertising. In this paper, there are 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. Product placement can occur in audio-visual works in several different forms. And finally, the lastquestion in this paper is about describing product categories promotion by Product placement. According to the primary survey, the several groups of product categories (automotive industry and mobile phones and computers) are mostly promoted by productplacement.

Název v anglickém jazyce

Types, Forms and Major Product Categories of Product Placement in the Czech Republic

Popis výsledku anglicky

Product placement is defined as marketing integration of a product or a brand into a film or televised series in order to avoid conventional advertising. In this paper, there are 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. Product placement can occur in audio-visual works in several different forms. And finally, the lastquestion in this paper is about describing product categories promotion by Product placement. According to the primary survey, the several groups of product categories (automotive industry and mobile phones and computers) are mostly promoted by productplacement.

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

—

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

Journal of Eastern Europe Research in Business & Economics

ISSN

2169-0367

e-ISSN

—

Svazek periodika

2012

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

11

Strana od-do

1-11

Kód UT WoS článku

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EID výsledku v databázi Scopus

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