The goal of this Master's Diploma Thesis was to compare the use and perception of the product placement promotion technique in the Czech Republic and in Russia. It focuses mainly on the use of this technique in films and TV shows. First of all, the term product placement is defined, its history and measuring of its effectivity are described briefly, plus some examples of successful and unsuccessful product placement are presented. Subsequently, the legal framework regulating product placement in the Czech Republic and in Russia is compared, together with examples of the use of product placement and with available data from public opinion polls. The practical part presents the results of an online survey among 190 Czech and 190 Russian respondents / viewers. It appears that there are no great differences -- although Czechs watch TV more (and domestic TV shows), and Russians go to the cinema more. However, it does seem that Russian respondents tend to buy promoted products more often. Still, the survey only had a form of a tentative probe.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:163045 |
| Date | January 2009 |
| Creators | Lazouski, Anton |
| Contributors | Koudelka, Jan, Stříteský, Václav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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