Identification of factors modifying product placement effectiveness

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F14%3A43871343" target="_blank" >RIV/70883521:28120/14:43871343 - 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

Identification of factors modifying product placement effectiveness

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, the possibility of evaluation of product placement effectiveness was investigated as well as the question whether this evaluation already exists. The target group being the main subject of the investigation of this research consists of directors, producers of audio-visual works and other specialists from the Czech Republic. Other study issues were the conditions needed for effectiveness of product placement and the factors influencing viewers in order to achieve a required response from the target group. Creating resonance with your brand means your message has to permeate consumers’ minds and lives. More than ever, marketing needs to be impactful and emotive to create this type of resonance.

Název v anglickém jazyce

Identification of factors modifying product placement effectiveness

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, the possibility of evaluation of product placement effectiveness was investigated as well as the question whether this evaluation already exists. The target group being the main subject of the investigation of this research consists of directors, producers of audio-visual works and other specialists from the Czech Republic. Other study issues were the conditions needed for effectiveness of product placement and the factors influencing viewers in order to achieve a required response from the target group. Creating resonance with your brand means your message has to permeate consumers’ minds and lives. More than ever, marketing needs to be impactful and emotive to create this type of resonance.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50201 - Economic Theory

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2014

Kód důvěrnosti údajů

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

Název periodika

Organizational Cultures

ISSN

2327-8013

e-ISSN

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Svazek periodika

13

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

12

Strana od-do

25-36

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-84900339893