Product placement in TV production
Thesis title: | Product placement v televizní tvorbě |
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Author: | Koulová, Lucie |
Thesis type: | Diplomová práce |
Supervisor: | Hucková, Barbara |
Opponents: | Hanzlík, Jan |
Thesis language: | Česky |
Abstract: | Diplomová práce "Product placement v televizní tvorbě" se zaměřuje na specifickou formu marketingové komunikace, kterou je umisťování výrobku v českých televizních pořadech. Cílem práce je zmapovat product placement a jeho specifika v televizní tvorbě se zaměřením na české prostředí, popsat celý proces realizace umístění výrobku do televizního pořadu a prostřednictvím dotazníkového šetření zjistit, zda lidé znají pojem product placement a jak ho vnímají v českých seriálech, sportovních a zábavních pořadech. |
Keywords: | vnímání product placementu; měření efektivity; fáze realizace; televize; product placement; česká televizní tvorba; znalost pojmu product placement |
Thesis title: | Product placement in TV production |
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Author: | Koulová, Lucie |
Thesis type: | Diploma thesis |
Supervisor: | Hucková, Barbara |
Opponents: | Hanzlík, Jan |
Thesis language: | Česky |
Abstract: | The thesis "Product placement in TV production" focuses on a specific type of marketing communication named product placement, particularly in the Czech TV broadcasting. The main aim of this thesis is to explore product placement and its particularities in TV production, with the focus on the Czech television broadcasting. Furthermore the next goals are to describe the whole proces of product placement realisation and to find out whether people know or do not know what a term product placement is and its legal background in the Czech Republic and how they perceive product placement in the Czech broadcasting. |
Keywords: | product placement; knowledge about product placement; phases of realisation; Czech TV production; television; perception of product placement; effectivity measurement |
Information about study
Study programme: | Ekonomika a management/Arts Management |
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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 Arts management |
Information on submission and defense
Date of assignment: | 29. 11. 2011 |
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Date of submission: | 5. 12. 2012 |
Date of defense: | 11. 2. 2013 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/34849/podrobnosti |