This thesis is focused on both product placement problems on a general theoretical level and their usage in a specific movie called Probudím se včera (I wake up yesterday). In the theoretical part of the essay the relevant notions involving marketing and media areas are defined, the practical part includes both the analysis of specific integration types of various brands in the film and the evaluation of information picked up by a questionnaire form which has searched for a respondents attitude to the product placement dilemma in a general way and also from the point of view of the chosen movie Probudím se včera.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:195485 |
| Date | January 2012 |
| Creators | Havlíčková, Lenka |
| 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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