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Product placement cost in selected Czech SMEs

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dc.title Product placement cost in selected Czech SMEs en
dc.contributor.author Kramoliš, Jan
dc.contributor.author Kopečková, Martina
dc.relation.ispartof Change Management
dc.identifier.issn 2327-798X Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2016
utb.relation.volume 16
utb.relation.issue 2
dc.citation.spage 1
dc.citation.epage 9
dc.type article
dc.language.iso en
dc.publisher Common Ground Publishing
dc.identifier.doi 10.18848/2327-798X/CGP/v16i02/1-9
dc.relation.uri https://cgscholar.com/bookstore/works/product-placement-cost-in-selected-czech-smes-vol-16-issue-2-2016-be2d5baa-7c7f-4383-bff8-77642967bb0d
dc.subject Decision management en
dc.subject Embedded marketing en
dc.subject Marketing cost en
dc.subject Product placement en
dc.subject Product placement price en
dc.description.abstract The paper deals with product placement as a smart marketing tool in today’s modern marketing communication mix. The examined tool is a form of advertisement in which branded goods or services are placed into the context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. Outlined research issues were done solely at custom selected Czech B2C enterprises during the years 2012 and 2013. The research list has also some B2B enterprises included. There has been nothing written and published before about product placement study in the Czech Republic B2C market. The primary aim of the paper is to explore how much are enterprises able to invest in product placement; or possibly ready to invest. Another field closely related to product placement cost is decision management. The secondary aim of this paper is to analyse and identify who decides to invest in and implement product placement. That is who determines price range and type of product placement. The results obtained were subjects to a statistical study. Nevertheless, the results were also analysed using quantification and by means of seeking a mutual dependence. © Common Ground, Jan Kramoliš, Martina Kopečková. All Rights Reserved. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1006527
utb.identifier.obdid 43875142
utb.identifier.scopus 2-s2.0-84973619451
utb.source j-scopus
dc.date.accessioned 2016-08-09T14:02:53Z
dc.date.available 2016-08-09T14:02:53Z
utb.contributor.internalauthor Kramoliš, Jan
utb.contributor.internalauthor Kopečková, Martina
utb.fulltext.affiliation Jan Kramoliš, Tomas Bata University in Zlín, Czech Republic Martina Kopečková, 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 No. IGA/53/FaME/11A. This paper was done with the support of Martina Kopečková (Drábková), my collaborator.
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