This thesis deals with marketing communications. Describes marketing communication tools that are applied to the final consumer.
The theoretical part focuses on the first part of the definition of marketing,
its definition and historical development. The following section describes first general marketing communication and the communication process. Another part deals with various tools of communication mix.
The last subchapter discusses the concept of product placement (PP). Characterizes the meaning of product placement, defines types and forms, and in the last part describes the situation regarding the placement of products on the Czech market.
The research builds on the theoretical basis of the first chapter. It focuses primarily on product placement in the Czech Republic. It characterizes the product placement
in TV shows and series. The second part of this work is focused on collecting
and processing information regarding awareness abbreviated PP and that information
are statistically tested.
In the last chapter are results of research concluded, interpreted and evaluated.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:259420 |
| Date | January 2016 |
| Creators | Stejskalová, Martina |
| Contributors | Štůsek, Jaromír, Dagmar, Dagmar |
| Publisher | Česká zemědělská univerzita 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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