This thesis deals with the functioning of product placement in Czech television and film production. The theoretical part describes its role in marketing communication, its specifics and characteristics. Also, these characteristics are illustrated in specific examples. The practical part deals with the current situation in the country. It examines the attitudes and experiences of professionals implementing product placement and production of film and television works. It discusses the process of implementation of product placement. It also describes how the correct product placement should look like, which is then illustrated by specific examples.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:149817 |
| Date | January 2012 |
| Creators | Andrle, Štěpán |
| Contributors | Pešek, Ondřej, Mazal, Jan |
| 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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