Practicies of product placement in Czech production
| Thesis title: | Praxe product placementu v české tvorbě |
|---|---|
| Author: | Andrle, Štěpán |
| Thesis type: | Diplomová práce |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Mazal, Jan |
| Thesis language: | Česky |
| Abstract: | Diplomová práce se zabývá fungováním product placementu v české televizní a filmové tvorbě. V teoretické části je popsána jeho role v marketingové komunikaci, jeho vlastnosti a specifika. Zároveň jsou zde jeho vlastnosti a ztvárnění znázorněny na konkrétních příkladech. Praktická část pojednává o současné praxi v ČR. Zkoumá postoje a zkušenosti odborníků na implementaci product placementu a produkci filmových a televizních děl. Pojednává o postupu implementace product placementu. Popisuje také, jak by správný product placement měl vypadat, což je následně ilustrováno na konkrétních příkladech. |
| Keywords: | televize; film; product placement; produkce |
| Thesis title: | Practicies of product placement in Czech production |
|---|---|
| Author: | Andrle, Štěpán |
| Thesis type: | Diploma thesis |
| Supervisor: | Pešek, Ondřej |
| Opponents: | Mazal, Jan |
| Thesis language: | Česky |
| Abstract: | This thesis deals with the functioning of product placement in Czech television and film production. The theoretical part describes its role in marketing communication, its specifics and characteristics. Also, these characteristics are illustrated in specific examples. The practical part deals with the current situation in the country. It examines the attitudes and experiences of professionals implementing product placement and production of film and television works. It discusses the process of implementation of product placement. It also describes how the correct product placement should look like, which is then illustrated by specific examples. |
| Keywords: | product placement; television; film; production |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| 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: | 10. 5. 2012 |
|---|---|
| Date of submission: | 30. 11. 2012 |
| Date of defense: | 31. 1. 2013 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/37648/podrobnosti |