Thesis (Ph. D.)--Washington State University, August 2007. / Includes bibliographical references (p. 95-109).

Tato diplomová práce se zabývá postoji českých spotřebitelů k Brand (Product) Placementu ve filmech a v televizi, tj. k umísťování značkových výrobků ve zmíněných médiích za účelem předání komerčního sdělení. Praktická část práce zkoumá postoje Českých spotřebitelů k této formě komunikace a jejich názory týkající se etičnosti a přijatelnosti Brand (Product) Placementu. V analytické části práce jsou sledovány rozdíly v názorech českých spotřebitelů vzhledem k individuálním odlišnostem, pohlaví respondentů a konkrétním umísťovaným produktovým kategoriím.

The diploma thesis deals with the issue of product placement and its legal aspects in the Czech republic. It analyses all the legal regulations, which strike upon product placement. The thesis also contains real law cases and two examples of contracts in this field. The author presents her own proposals and recommendations of how should product placement be regulated.

This paper analyzes attitude of Czech audience towards product placement in movies and PC games and explores its potential impact on Czech consumers' decision making. This paper also deals with the segmentation of product placement, its position within the communication mix, historical development of this technique and finally conclusions of the foreign studies.

The thesis "Product placement in TV production" focuses on a specific type of marketing communication named product placement, particularly in the Czech TV broadcasting. The main aim of this thesis is to explore product placement and its particularities in TV production, with the focus on the Czech television broadcasting. Furthermore the next goals are to describe the whole proces of product placement realisation and to find out whether people know or do not know what a term product placement is and its legal background in the Czech Republic and how they perceive product placement in the Czech broadcasting.

The thesis titled Analysis of the integration of product placement in the audiovisual work "I wake up yesterday," focuses on the use of marketing tools product placement in this particular film. The theoretical part defines the issues and their types of promotion. Characteristics of effective legislation in the Czech Republic and related European Union regulations. Pricing for product placement and the possibility of measuring effectiveness. The practical part deals with concrete examples on the matter after legalization in the Czech Republic. The work deals with the number of occurrences of brands in the audiovisual work. Furthermore, the work focuses on, whether product placement was used in accordance with the law and what proportion of occupied product placement in the total broadcast time. What percent was used for active or passive product placement and the share of the dominant and nondominant expresses shot on the product. Furthermore, it is also concentration on realism brands.

En la siguiente entrevista, la Dra. Ljubica Vodanovic nos comenta sobre la importancia de contar con un tipo de protección a los consumidores financieros en el Perú. Asimismo, analiza la labor que realiza el INDECOPI y la SBS en cuanto al consumidor de las AFP, así como la autorregulación realizada por la ASBANC. Finalmente, propone una revisión de la estructura del sistema financiero peruano, que vaya más allá de quienes sean los agentes; es decir, enfocándose más bienen la actividad que estos realicen.

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Bakgrund: Marknadsföring är ett ständigt föränderligt område, och den tekniska utvecklingen har medfört både problem och lösningar. Digital produktplacering, vilket möjliggör infogning av produkter och varumärken i efterbearbetningen av en film- eller tv-inspelning, kan ses som en lösning på den traditionella produktplaceringens brister. Syfte: Syftet med studien är att presentera en konceptuell jämförelse mellan traditionell och digital produktplacering med fokus på att, inom ramen för det senare, beskriva, analysera och skapa en förståelse för fenomenet. Studien innefattar att en definition av digital produktplacering skapas, samtidigt som dess bransch exemplifieras och framtidstron utreds. Genomförande: Efter genomförd förstudie användes dokumentstudier, och intervjuer med fem aktörer inom produktplaceringsbranschen samt en medieforskare, för att studera fenomenet utifrån vårt valda syfte. Slutsats: Vår definition av digital produktplacering, ur marknadsföringssynpunkt, lyder: Digital infogning av produkter, eller varumärken, i tidigare inspelat medieinnehåll i syfte att påverka den avsedda målgruppen. Fenomenet anser vi komplettera traditionell produktplacering som marknadsföringsmetod och kommer därför troligen inte att ersätta densamma, utan istället verka i symbios. Däremot tycks framtiden se positiv ut för de båda fenomenens användande. / Background: Marketing is a constantly changing field, and technological developments have brought both problems and solutions. Digital product placement, which enables the insertion of products and brands during the post-production of a television program or film, can be considered a solution to the flaws of traditional product placement. Aim/Purpose: The aim of this study is to present a conceptual comparison between traditional and digital product placement, focusing on describing, analyzing, and creating an understanding for the latter. The study involves creating a definition of the phenomenon, as well as exemplifying its industry, and investigating the beliefs regarding its future. Completition: Following a pre-study, document studies and interviews with five industry players within the product placement industry, and one media researcher, was used to study the phenomenon. Conclusions: Our definition of digital product placement, from a marketing point of view, is: Digital insertion of products, or brands, into previously recorded media content aiming to influence the intended target group. We believe that the phenomenon complements traditional product placement, which is why it will probably not replace the same, but rather operate in a symbiotic relationship. Nevertheless, the future seems to be positive regarding the use of both phenomenons.