Role product placementu ve vysílání veřejnoprávní a soukromé televizní stanice

The bachelor thesis analyses the marketing element of product placement, which has gained a significant position in marketing in recent years. Experts evaluate the placement of products / services of product marketing into television programs, films, theater, the internet and other media as a very positive affair for both the advertiser and individual media. The placement of a product placement has its merits when it acts on the recipient of the message and in many ways it can influence in an inconspicuous, less aggressive form, to purchase a product / service. Product placement was launched in the early stages of cinematography, at the end of the 19th century, and still has a solid place in all media that not only fully confirms and consolidates but also expands its reach. In addition to the legal aspects of product placement, the thesis compares the position in the public broadcasting of Czech Television and other commercial TV stations such as TV NOVA and TV Prima.