Product Placement Expenses for the SME Sector in CZE

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 Placement Expenses for the SME Sector in CZE

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 attitudes to invest in product placement from field of Czech SME. The survey consists findings from carefully selected B2C a B2B SMEs in Czech Republic. There has been no doubt about business depression since 2009 which has crucialinfluence on amount of marketing investments. It was determined, how much are SMEs able to invest in product placement as a part of modern integrated marketing mix. These finding was classified into four basic named groups and has been constructed the Pareto chart. The second aim was to determine, who is the product placement investment decider. If the decision comes direct from a management or comes from outside (has been outsourced by advertising agency or hired marketing specialist).

Název v anglickém jazyce

Product Placement Expenses for the SME Sector in CZE

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 attitudes to invest in product placement from field of Czech SME. The survey consists findings from carefully selected B2C a B2B SMEs in Czech Republic. There has been no doubt about business depression since 2009 which has crucialinfluence on amount of marketing investments. It was determined, how much are SMEs able to invest in product placement as a part of modern integrated marketing mix. These finding was classified into four basic named groups and has been constructed the Pareto chart. The second aim was to determine, who is the product placement investment decider. If the decision comes direct from a management or comes from outside (has been outsourced by advertising agency or hired marketing specialist).

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

2013

Kód důvěrnosti údajů

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

Název statě ve sborníku

Recent Researches in Business Administration, Product Design and Marketing

ISBN

978-960-474-325-4

ISSN

2227-460X

e-ISSN

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Počet stran výsledku

5

Strana od-do

20-24

Název nakladatele

WSEAS Press

Místo vydání

Chania

Místo konání akce

Chania

Datum konání akce

27. 8. 2013

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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