The main aspects of this thesis is the analysis of the legal regulation of the product placement and its utilization by the Czech television. Czech law comes from the Directive 2007/65/EC of the European Parliament and of the Council, therefore several chapters are dedicated to secondary law of the European Union. The last part of this thesis includes few ideas about the law de lege ferenda. The second part of this thesis consists of the application of the product placement by the Czech television and there is a comparative analysis with selected television shows from around the world. The comparison is made with the similar shows in regards to their format and style. The result is a recommendation how to apply product placement in the future and kind of mistakes could be prevented.

La crise du disque se manifeste par une baisse conséquente du revenu des artistes. C’est pourquoi, les concerts apparaissent comme une source de revenu importante. Dans ce contexte, le placement de produits durant les concerts est une pratique qui tend à se développer. Ces constats nous ont conduit à formuler la problématique de recherche suivante : quelles sont les opportunités de placement de produits dans les concerts de musique (technique où le public n’a pas forcément conscience de la tentative de persuasion) et quel est l’impact du placement de produits sur l'image de marque ?La revue de la littérature présente trois processus de persuasion expliquant l’efficacité du placement : le concept de congruence entre l’artiste et la marque (Russell, 1998), l’intéressement perçu de l’artiste (Friestad et Wright, 1994) et l’endossement de personnalité (Mac Cracken, 1989). De plus, le cadre théorique de la servuction (Eglier et Langeard, 1987) a permis de mettre en lumière l’importance des interactions entre le personnel en contact et le consommateur. Il nous a permis de proposer une typologie du placement de produits (selon le niveau de participation de l’artiste et du public).La méthodologie de la recherche se décline en trois phases. La première phase est de nature qualitative par le biais d’entretiens semi-directifs. Ces entretiens menés auprès d’artistes de renoms, d’organisateurs de concerts et de responsables d’agences de communication ont permis d’analyser les pratiques de placement de produits d’une part et d’évaluer les motivations et les freins des professionnels vis-à-vis de cette technique d’autre part. La deuxième phase est de nature quantitative. L’efficacité de quatre techniques de placement sur l’image de marque a été comparée au moyen d’une expérimentation. Quatre concerts ont été organisés dans des conditions aussi proches que possibles de la réalité. Les résultats démontrent la supériorité du placement interactif (forte participation de l’artiste et du public au placement) en termes d’image de marque. Enfin, la troisième phase a consisté en une étude quantitative ad hoc durant un concert d’un groupe à forte notoriété utilisant la technique du placement interactif. Les résultats confirment l’influence du placement produits sur l’image de marque.En synthèse, cette thèse décrit les opportunités offertes par les concerts de musiques en termes de placement de produits. Le dispositif méthodologique permet d’évaluer l’efficacité de quatre techniques de placement sur l’image de marque et démontre l’intérêt du placement interactif. Enfin, elle contribue à mettre en lumière le rôle de l’attitude vis-à-vis de l’artiste et de la congruence entre la marque et l’artiste. Les limites de ce travail et les nombreuses voies de recherches offertes par ce champ encore peu étudié sont présentées en conclusion. / Product placement is becoming an increasingly significant communication tool in cultural products. Product placement is traditionally studied in the field of films, but music concerts are also an attractive medium. Indeed, the crisis of the music industry leads the artists to find another way to other sources of financing. Our research takes into account the influence of this technique in connection with congruence, personality endorsement and how the audience copes when they recognize the persuasion attempt. Moreover, we considered the effect of product placement on brand image, because it is one of the most important goals according to the firms which want to use the technique of product placement. We aim to better understand the ins and outs of product placements in music concerts thanks to three studies. The first one is qualitative. We interviewed various artists, companies which deal with product placement, concert music producers and a legwoman. The second one is quantitative, and compares 4 types of product placements thanks to an in situ study. The last one is also quantitative and is linked with the previous study. It aims to focus on interactive product placement in which the interaction between the artist and the audience becomes the medium for new forms of product placement. We are not able to demonstrate significant results of interactive product placement on brand image but there is a trend showing that interactive product placement leads to a better brand image compared with the other kinds of placements. Subsequently, we underline the complex role of congruence. Moreover when the audience identifies the persuasion attempt, it does not influence negatively the brand image contrary to what the Persuasion Knowledge Model indicates. In return, product placement efficiency on brand image is linked with endorsement. Indeed the attitude towards the artist has a positive influence on brand image. The research concerning product placements in music concerts is still in its early stages but this kind of sponsorship offers promising opportunities for brands and artists alike.

本研究目的在於深入瞭解電視產業如何執行轉播運動賽事的廣告行銷企劃，與在這過程中廣告主與電視臺如何進行溝通互動。現今電視臺在就所轉播的運動賽事做廣告業務銷售時，除了單純的電視廣告秒數販賣之外，往往會加入「置入性行銷」這塊，可能是衍生的相關活動、新聞議題、節目再製播、節目鏡面畫面運用、週邊文宣物露出、甚至是電視臺旗下的網路新媒體配合等。也就是產業界往往以「專案」稱之。然而不同電視臺轉播不同的運動賽事如何進行銷售包裝常是流程、規格不一、祕而不宣，過往中外對於「置入性行銷」的相關研究由於主要起源於小說出版界及電影，各項論述多為方向、戰略（strategy），較少具體方法、戰術（tactic），尤其是針對運動賽事電視節目做深入探究者。因此本研究透過個案研究法集結兩個運動賽事節目轉播的實務個案：分別由無線電視、衛星電視主導轉播的兩屆亞洲運動會，加以厚描、歸納之，期能建構適用性相對較高的具體建議與方案。 / The purpose of this study is to understand how the TV industry to carry out advertising marketing campaigns for TV sports, and how the advertisers interact with each other in this process. Nowadays, in addition to the regular sales of TV commercials, it is often possible to join the "product placement", which may be related activities, news, derivative issues, programs, digital media cooperation and so on. This is also called “project” by this industry. However, how different TV stations sell their specific sales packaging is often a secret. In the past, the related research on “product placement” was mainly originated in the novel publishing industry and movies. Accordingly, the discussion focuses on the description of strategic direction instead of tactics, especially for TV sports programs. Therefore, this study attempts to provide the concrete suggestions and solutions through the case study method. The two cases chosen for the thick description and summary are the Asian Games on TV dominated by terrestrial TV and cable TV separately.

The shift of media from traditional forms to new digital ones has raised the possibility of new kinds of media services, including mobile television. In today's communications market, mobile phones are of increasing importance to users and, since mobile devices are connected most of the time, they have a high degree of location independence. The availability of 3G technology and the mobile devices needed to implement mobile television are now established and available. Mobile television is expected to be an important new service that could penetrate the market place and provide new applications, as well as create a market for new players and new investments, if the appropriate price, content and philosophy for content design are found. This research explores the many potential application areas for mobile TV, with a particular focus on advertising. Various organisations that seek success in this market can utilise the potential for advertising on mobile TV. Ultimately, mobile device users are able to use mobile TV for entertainment and information sourcing. However, a number of challenging issues remain to be addressed. The features that appealed to the consumers were studied in this research. Surveys were conducted to obtain an understanding of consumers' opinions and needs regarding the mobile TV experience. Many users clearly do like to interact with video content on mobile devices. Interactive mobile TV advertising can benefit users who will be able to use an essentially 'free' mobile TV service, funded by an advertising model. This research proposes an environment for interactive advertising on mobile TV and discussion of an implementation of the proposed designs.

Det har uppmärksammats en intensifiering av den digitala tekniken, som under senare år tilltagit mer än någonsin (Bassiouni & Hackley, 2014, s. 116). 2017 var det första året då internet utgjorde en övervägande del av alla medieinvesteringar (Larsén, 2018). I följd av internet och sociala mediers utveckling, då digitaliseringen är mer integrerad i samhället än tidigare, finns det fler möjligheter för företag att nå ut till konsumenter. Marknadsföringsverktyget influencer marketing har i takt med digitaliseringens utveckling expanderat, och omsatte 650 miljoner kronor på den svenska marknaden 2017 (Bränström, 2018). Vid användning av influencers lämnar företag över ansvaret till en extern person och företaget har således inte lika stor kontroll över den information och marknadsföring som sker. Det nya medielandskapet är därför mer oförutsägbart (Zahoor & Qureshi, 2017, s. 47). En social plattform är YouTube och är den populäraste videotjänsten för svenskar (Davidsson et al., 2018, s. 74). Influencer marketing har ökat och företag samarbetar med influencers inom YouTube där budskap om produkter sprids genom videoklipp av influencern. Fenomenet kan återkopplas till produktplacering, vilket enligt Russel och Belch (2005, s. 74) handlar om att införliva ett varumärke eller produkt i ett underhållningssammanhang och inte uttryckligen vara en annonsering. I följd marknadsföringslagen är det inte möjligt att helt undvika att nämna att det rör sig om reklam, men det är nära sammankopplat. Produktplacering har tidigare undersökts i stor utsträckning i form av TV (Van Reijmersdal et al., 2009, s. 430) men Eagle och Dahl (2015, s. 614–615) uppmanar forskare att fokusera på produktplacering inom sociala medier och i videos. Zhang och Mao (2016, s. 155) som menar att attityder mot reklamvärdet på sociala medier är ett ständigt utvecklande ämne. Studien har kvalitativt angreppssätt, för att generera en djupare förståelse för vad det är som gör att en viss produktplacering gällande betalda samarbeten på YouTube tas emot med en mer positiv attityd än andra, givet kvinnor i generation Z. Det har i samband med insamling av empiri genomförts åtta intervjuer med kvinnor i generation Z. Den analysmetod som används i studien är teoridriven tematisk analys. Analysdelen är indelad i fem olika teman; informativitet, underhållning, irritation, trovärdighet och reklamens värde vilka härstammar från Ducoffe (1996) där trovärdighet är en variabel som framkommit genom senare studier. I samband med bearbetning av insamlad empiri identifierats ett antal betydelsefulla underteman; Influencerns tydlighet, Ny information, Samarbetets anpassning till videons helhet, Influencerns engagemang, Överdrivna övertalningsförsök, Influencerns faktiska arbete, Konsumentens och influencerns egna erfarenheter, Parasocial relation,Kontinuitet samt Samarbetets produktplacering. Avslutningsvis har den aktuella studien bidragit till en djupare förståelse för kvinnor inom generation Z och deras attityder mot produktplacering inom betalda samarbeten på plattformen YouTube och vilka faktorer som påverkar kvinnornas attityder.

<p>Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers.</p><p>Material/Method: The study is based upon interviews with six professional marketers.</p><p>Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue.</p>

Background: The consumers of today have the possibility to choose from a wide range of products and services. Consequently, the ability to differentiate the products is essential for the brand owners. If a brand owner does not manage to differentiate its product, it can be difficult to make the consumers realise the benefits of the product and convince them to buy it. One way to differentiate the product is to create a distinguished brand identity. However, it is not enough to create a strong brand identity, the brand owner must also be capable of communicating the brand identity successfully. There are several ways to communicate a message and one is to use product placement. Purpose: The purpose of the thesis is to create an understanding for product placement’s ability to communicate a brand identity, seen from the brand owners’ point of view. Delimitation: We have chosen to limit our study to only treat product placement in Swedish film. Proceed of the study: We have conducted a qualitative study where the empirical material consists of four personal interviews. Three of the interviewees represented brand owners that have used product placement and one was a product placement agent. The theoretical frame of reference consists of three main theories; marketing communication theory, theories on brand identity and theories on consumer behaviour, where communication theories will be given strongest emphasis. Results: We observed that product placement has possibilities to communicate brand identity, under certain circumstances. The product placement must either be supported by a cross promotion-campaign or expose a product that has distinguished physical characteristics as part of the brand identity.

Studies show that product placement is becoming a more and more common method for companies to use when communicating with consumers. The results of this study can’t confirm nor deny that claim, but instead we offered the observation that as a communication method, product placement and TV-commercials are more similar than revealed at first glance. Cars of the brand Ford appeared in seven out of the 50 motion pictures that made up the sample material in this study. In several instances the values that were communicated regarding the brand matched, completely or in large parts, the values communicated about the Ford brand in Ford’s own commercials. This doesn’t hold true for all companies. The similarities between Ford’s commercials and Ford’s appearances in motion pictures were only found after disregarding several companies whose appearances on screen didn’t amount to more than a flash of their logotype or a passing mention of a brand name. Still, the possibility to use the appearance of brands in motion pictures in a way equal to the communicative effort that’s taking place in a commercial is very much a reality.

The aim of this thesis is to study how television spot and product placement compare in terms of gaining the target audience’s attention, having control over the marketing message and creating credibility for a product or a brand. The context of the study is Finnish television from advertisers’ point of view. Three major theories used are: AIDA, Generic Communications Process and Two-Step Communications. Twelve hypotheses are built based on the theories, the main hypothesis being: “Although a marketing message sent through product placement gains the target audience’s attention better and creates higher credibility for a product or a brand than a television spot, advertisers are keener on sending the marketing message through a television spot than through product placement because they have more control over the message in a television spot and because it historically has a more stable legal position.” Five experts on the field were interviewed to test the hypotheses. In general, the hypotheses were supported.

Purpose/Aim: The purpose of this study was to investigate future marketing channels from the perspective of professional marketers. Material/Method: The study is based upon interviews with six professional marketers. Main results: Traditional marketing is not being put aside but needs to be combined with new methods. There are several new and exciting ways to gain attention from the audience, all depending on the purpose of the campaign. Mobile technology is considered upcoming and target group defining is a key issue.