Product placement cost in selected Czech SMEs

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43874517" target="_blank" >RIV/70883521:28120/16:43874517 - 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

Product placement cost in selected Czech SMEs

Popis výsledku v původním jazyce

The paper deals with product placement as a smart marketing tool in today's modern marketing communication mix. The examined tool is a form of advertisement in which branded goods or services are placed into the context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. Outlined research issues were done solely at custom selected Czech B2C enterprises during the years 2012 and 2013. The research list has also some B2B enterprises included. There has been nothing written and published before about product placement study in the Czech Republic B2C market. The primary aim of the paper is to explore how much are enterprises able to invest in product placement; or possibly ready to invest. Another field closely related to product placement cost is decision management. The secondary aim of this paper is to analyse and identify who decides to invest in and implement product placement. That is who determines price range and type of product placement. The results obtained were subjects to a statistical study. Nevertheless, the results were also analysed using quantification and by means of seeking a mutual dependence.

Název v anglickém jazyce

Product placement cost in selected Czech SMEs

Popis výsledku anglicky

The paper deals with product placement as a smart marketing tool in today's modern marketing communication mix. The examined tool is a form of advertisement in which branded goods or services are placed into the context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. Outlined research issues were done solely at custom selected Czech B2C enterprises during the years 2012 and 2013. The research list has also some B2B enterprises included. There has been nothing written and published before about product placement study in the Czech Republic B2C market. The primary aim of the paper is to explore how much are enterprises able to invest in product placement; or possibly ready to invest. Another field closely related to product placement cost is decision management. The secondary aim of this paper is to analyse and identify who decides to invest in and implement product placement. That is who determines price range and type of product placement. The results obtained were subjects to a statistical study. Nevertheless, the results were also analysed using quantification and by means of seeking a mutual dependence.

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

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název periodika

Change Management

ISSN

2327-798X

e-ISSN

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Svazek periodika

16

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

9

Strana od-do

1-9

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-84973619451