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Characteristics of an insert product placement as a part of marketing communication

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dc.title Characteristics of an insert product placement as a part of marketing communication en
dc.contributor.author Kramoliš, Jan
dc.contributor.author Kopečková, Martina
dc.relation.ispartof Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
dc.identifier.issn 1211-8516 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2014
utb.relation.volume 62
utb.relation.issue 4
dc.citation.spage 659
dc.citation.epage 666
dc.type article
dc.language.iso en
dc.publisher Mendel University of Agriculture and Forestry Brno
dc.identifier.doi 10.11118/actaun201462040659
dc.relation.uri http://acta.mendelu.cz/media/pdf/actaun_2014062040659.pdf
dc.subject Audiovisual market en
dc.subject Embedded marketing en
dc.subject Intervention in an audiovisual work en
dc.subject Multimedia communication en
dc.subject Product placement en
dc.subject Television commercials en
dc.subject The Czech Republic en
dc.description.abstract The paper defined saturation of an insert product placement as a part of marketing communication. Product placement is known as a modern tool of marketing communication and so that product placement and its types and forms are not so casual used in the Czech Republic as in other parts of the world. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). Types and forms of this marketing communication tool as well as options of its utilization are also mentioned in the paper. The Czech Republic market where product placement occurs is very small - only few television companies. The primary aim of the paper is to identify the intensity of two essential areas expressing product placement using - natural (non-invasive) insert and contrived (invasive) insert. Moreover, conflicting interests of the interested parties (advertiser - ordering party, producer and television) are observed in the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can affect the script and what impact on quality and specifics of an audiovisual work can this script modification have. © 2014 , Mendel University of Agriculture and Forestry Brno. All rights reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1004521
utb.identifier.obdid 43871736
utb.identifier.scopus 2-s2.0-84927650607
utb.source j-scopus
dc.date.accessioned 2015-05-28T11:39:08Z
dc.date.available 2015-05-28T11:39:08Z
dc.rights Attribution-NonCommercial-NoDerivs 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Kramoliš, Jan
utb.contributor.internalauthor Kopečková, Martina
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