The aim of this thesis entitled "The application of product placement in music videos and its perception by target groups" to contribute to the understanding of the product placement in the music industry and to analyze the attitude of the target group to it. The theoretical part includes the various forms of marketing communication and definition of product placement. The brief history of this tool and its advantages and disadvantages are also described, including its legal definition and ethical aspects. There is also the classification of forms of product placement, where more attention is paid to the importance of product placement in music videos. Another part of the theory is an analysis of the effectiveness of product placement with a focus on the factors affecting its effectiveness. The practical part is based on the analysis of music videos and interviews in focus group. Conclusion should bring confirm or refute the hypothesis, that there is a likelihood of changes in audience perceptions and attitude towards the brand after seeing a video, which contains product placement. Also, the aim is to determine whether this discovery may even affect consumer behavior.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:192476 |
| Date | January 2013 |
| Creators | Fedotovskaya, Ekaterina |
| Contributors | Postler, Milan, Mikeš, Jiří |
| 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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