Degree of Saturation of an Audiovisual Work with the Marketing Tool Multimedia communication of Product Placement.

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

Degree of Saturation of an Audiovisual Work with the Marketing Tool Multimedia communication of Product Placement.

Popis výsledku v původním jazyce

The paper defined saturation of an audiovisual work with product placement. Types and forms of this marketing communication tool as well as options of its utilization are clarified in the paper. The mentioned issues are explained from the perspectives ofthree groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). The Czech Republic market where product placement occurs is very small ? only few television companies. The main aim of the paper is to comparetwo essential areas expressing efficiency of product placement ? natural (non-invasive) insert and contrived (invasive) insert. Moreover, conflicting interests of the interested parties (advertiser ? ordering party, producer and television) are observedin the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can affect the script and what impact on quality and specifics of an audiovisual work can this script modification

Název v anglickém jazyce

Degree of Saturation of an Audiovisual Work with the Marketing Tool Multimedia communication of Product Placement.

Popis výsledku anglicky

The paper defined saturation of an audiovisual work with product placement. Types and forms of this marketing communication tool as well as options of its utilization are clarified in the paper. The mentioned issues are explained from the perspectives ofthree groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). The Czech Republic market where product placement occurs is very small ? only few television companies. The main aim of the paper is to comparetwo essential areas expressing efficiency of product placement ? natural (non-invasive) insert and contrived (invasive) insert. Moreover, conflicting interests of the interested parties (advertiser ? ordering party, producer and television) are observedin the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can affect the script and what impact on quality and specifics of an audiovisual work can this script modification

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

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

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 3rd International conference on Applied Informatics and Computing Theory (AICT ´12).

ISBN

978-1-61804-130-2

ISSN

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e-ISSN

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Počet stran výsledku

7

Strana od-do

189-196

Název nakladatele

WSEAS Press

Místo vydání

Barcelona

Místo konání akce

Barcelona

Datum konání akce

17. 10. 2012

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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