Product placement
| Thesis title: | Product placement |
|---|---|
| Author: | Stibor, Jiří |
| Thesis type: | Bakalářská práce |
| Supervisor: | Vávra, Oldřich |
| Opponents: | Zamazalová, Marcela |
| Thesis language: | Česky |
| Abstract: | Bakalářská práce rozebírá specifickou formu reklamy, product placement a především jeho používání v českých médiích. Práce mapuje historii umísťování produktů do různých prostředků marketingové komunikace a porovnává ho se sponzoringem. Dále zkoumá jeho používání ve světě a jeho legislativní hranice dané Evropskou unií i českými zákonodárci. Poté je porovnán product placement ve veřejnoprávní a soukromé televizi. Účinnost product placementu je potvrzena v dotazníkovém šetření, zaměřeném na znalost českého diváka na toto téma a na seriál Ulice, který je také rozebrán. |
| Keywords: | Ulice; Legislativa reklamy; Product placement |
| Thesis title: | Product placement |
|---|---|
| Author: | Stibor, Jiří |
| Thesis type: | Bachelor thesis |
| Supervisor: | Vávra, Oldřich |
| Opponents: | Zamazalová, Marcela |
| Thesis language: | Česky |
| Abstract: | This bachelor thesis focuses on one specific kind of advertising, product placement and its usage in Czech media. This work covers the history of product placement in different kinds of media used in marketing communication and compares it to sponsorship. The thesis describes approaches to product placement in different countries of the world and its legislative boundaries set by European Union and Czech legislation. Then product placement in public TV is compared to product placement in private TV. Effectiveness of product placement is proven by a questionnaire which was focused on knowledge of this topic among Czech viewers. Viewers were also asked about Czech television series Ulice which is also analysed in this thesis. |
| Keywords: | Legislation of advertising; Ulice; Product placement, |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
|---|---|
| Type of study programme: | Bakalářský studijní program |
| Assigned degree: | Bc. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 22. 9. 2010 |
|---|---|
| Date of submission: | 30. 5. 2011 |
| Date of defense: | 3. 6. 2011 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/27409/podrobnosti |