The measurement of product placement

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F16%3A43874845" target="_blank" >RIV/70883521:28120/16:43874845 - 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

The measurement of product placement

Popis výsledku v původním jazyce

The authors proceeded from the price a sponsor of a TV commercial would have to pay to reach the target group to the same extent as when using product placement. The CPP (Cost per Point) approach was used, that is, the price for reaching 1% of the target group. Reaching the target group was surveyed by means of a primary investigation of the perception of the sponsor's company as a financial backer of cultural activities using questionnaires. The authors based their calculations of effectiveness regarding the sponsoring of a television series using elements of brand and product placement on a model calculation of the current advertising prices for a 30-second advertising spot in relation to the CPP (Cost Per Point).

Název v anglickém jazyce

The measurement of product placement

Popis výsledku anglicky

The authors proceeded from the price a sponsor of a TV commercial would have to pay to reach the target group to the same extent as when using product placement. The CPP (Cost per Point) approach was used, that is, the price for reaching 1% of the target group. Reaching the target group was surveyed by means of a primary investigation of the perception of the sponsor's company as a financial backer of cultural activities using questionnaires. The authors based their calculations of effectiveness regarding the sponsoring of a television series using elements of brand and product placement on a model calculation of the current advertising prices for a 30-second advertising spot in relation to the CPP (Cost Per Point).

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

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název periodika

Economic Annals-XXI

ISSN

1728-6220

e-ISSN

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Svazek periodika

11

Číslo periodika v rámci svazku

161

Stát vydavatele periodika

UA - Ukrajina

Počet stran výsledku

5

Strana od-do

66-70

Kód UT WoS článku

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EID výsledku v databázi Scopus

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