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Identification of factors modifying product placement effectiveness

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dc.title Identification of factors modifying product placement effectiveness en
dc.contributor.author Kramoliš, Jan
dc.contributor.author Drábková, Martina
dc.relation.ispartof Organizational Cultures
dc.identifier.issn 2327-932X Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2014
utb.relation.volume 13
utb.relation.issue 2
dc.citation.spage 25
dc.citation.epage 36
dc.type article
dc.language.iso en
dc.publisher Common Ground Publishing
dc.identifier.doi 10.18848/2327-8013/CGP/v13i02/50926
dc.relation.uri https://cgscholar.com/bookstore/works/the-identification-of-factors-modifying-product-placement-effectiveness
dc.subject Branding en
dc.subject Effectiveness en
dc.subject Embedded advertising en
dc.subject Marketing en
dc.subject Measuring en
dc.subject Placement effectiveness en
dc.subject Product placement en
dc.description.abstract Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, storylines of television shows, or news programmes in order to avoid conventional advertising. In this article, the possibility of evaluation of product placement effectiveness was investigated, as well as the question of whether this evaluation already exists. The target group that is the main subject of this research consists of directors, producers of audio-visual works, and other specialists from the Czech Republic. Other study issues were the conditions needed for effectiveness of product placement and the factors influencing viewers in order to achieve a required response from the target group. Creating resonance with your brand means your message has to permeate consumers' minds and lives. More than ever, marketing needs to be impactful and emotive to create this type of resonance. © Common Ground, Jan Kramolis, Martina Drabkova, All Rights Reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1003758
utb.identifier.obdid 43871550
utb.identifier.scopus 2-s2.0-84900339893
utb.source j-scopus
dc.date.accessioned 2014-06-17T19:02:14Z
dc.date.available 2014-06-17T19:02:14Z
utb.contributor.internalauthor Kramoliš, Jan
utb.contributor.internalauthor Drábková, Martina
utb.fulltext.affiliation Jan Kramolis, Tomas Bata University in Zlín, Czech Republic Martina Drabkova, Tomas Bata University in Zlín, Czech Republic
utb.fulltext.dates -
utb.fulltext.sponsorship This work was supported by IGA (Internal Grant Agency – Faculty of Economics and Management) Project Nr. IGA/53/FaME/11A.
utb.fulltext.projects IGA/53/FaME/11A
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