Types, Forms and Major Product Categories of Product Placement in the Czech Republic
Year: 2012
Type: article
Abstract: Product placement is defined as marketing integration of a product or a brand into a film or televised series in order to avoid conventional advertising. In this paper, there are different categories of products which are promoted by means of product placement. The main objective of product placement is to connect brands with the appropriate entertainment partners to maximize exposure and brand relevance. Product placement can occur in audio-visual works in several different forms. And finally, the last question in this paper is about describing product categories promotion by Product placement. According to the primary survey, the several groups of product categories (automotive industry and mobile phones and computers) are mostly promoted by product placement.
DOI: 10.5171/2012.441984
Authors: Jan Kramolis, Martina Drabkova
Institution: Tomas Bata University in Zlín
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W2107091777