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dc.title The measurement of product placement en
dc.contributor.author Kozák, Vratislav
dc.contributor.author Bařinka, Karel
dc.relation.ispartof Economic Annals-XXI
dc.identifier.issn 1728-6220 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2016
utb.relation.volume 161
utb.relation.issue 9-10
dc.citation.spage 66
dc.citation.epage 70
dc.type article
dc.language.iso en
dc.publisher Institute of Society Transformation
dc.identifier.doi 10.21003/ea.V161-15
dc.relation.uri http://soskin.info/en/ea/2016/161-9-10/Economic-Annals-contents-V161-15
dc.subject Benefits for advertisers en
dc.subject Ceska zbrojovka en
dc.subject Cost of advertising en
dc.subject Cost per point en
dc.subject Methodology for measuring effectiveness en
dc.subject Product placement en
dc.subject Vinari en
dc.description.abstract Product placement can be defined as utilisation of a real product or a service directly in audiovisual works, under clear, contractually-agreed terms. The methodology for measuring the effectiveness of funds invested in product placement in audiovisual works has not been developed yet. The authors of this paper propose a possible solution for measuring the effectiveness of product placement, which they applied in the Vinari (Winemakers) TV series. The authors proceeded from the price. A sponsor of a TV commercial would have to pay to reach the target group to the same extent as when using product placement. The CPP (Cost per Point) approach was used, i.e. the cost of reaching 1% of the target group. Reaching the target group was surveyed by means of a primary investigation of the perception of the sponsor's company as a financial backer of cultural activities by using questionnaires. The authors based their calculations of effectiveness regarding the sponsoring of a television series using elements of brand and product placement on a model calculation of the current advertising prices for a thirty-second advertising spot in relation to the CPP. The average recall of the product placement in the sponsored series represented 16% of the target group. It was calculated that if broadcasting TV spots, the price would be CZK 6.7 million, which is more than six times the amount of the value of the sponsorship. The survey shows that there are positive benefits related to the support of the Vinari (Winemakers) TV series. A significant fact is also that respondents were still able to recall this sponsorship even after several days and not only when this information actually reached them. No pricelist or media can guarantee that a communicated message will be recalled, so sponsorship in TV series is concluded to be highly effective for reasonable price and with prolonged effect which surpass advertising expectations. © Institute of Society Transformation, 2016. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1006917
utb.identifier.obdid 43875521
utb.identifier.scopus 2-s2.0-85008334897
utb.identifier.wok 000390989100015
utb.source j-scopus
dc.date.accessioned 2017-06-27T08:13:15Z
dc.date.available 2017-06-27T08:13:15Z
utb.contributor.internalauthor Kozák, Vratislav
utb.fulltext.affiliation Vratislav Kozak PhD (Economics), Faculty of Management and Economics, Department of Management and Marketing, Tomas Bata University in Zlin 5139 Mostni Str., Zlin, 760 01, Czech Republic kozak@fame.utb.cz Karel Barinka Ing., Head of Marketing Department, Сeska Zbrojovka a.s. 1283 Svatopluka Cecha Str., Uhersky Brod, 688 27, Czech Republic
utb.fulltext.dates Received 7.09.2016
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