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Veronika Metličková

Bachelor's thesis

Product placement v ČR a jeho využití

Product placement in the Czech Republic and its utilization
Abstract:
Tématem této bakalářské práce je product placement v ČR a jeho využití. Nejprve se seznámíme s pojmem product placement, jeho vývoje a právní legislativou. Dále se budeme zaměřovat na product placement v praxi a uvedeme příklady jeho použití. V analytické části budeme pátrat po všeobecném vědomí o product placementu a porovnávat umístění product placementu ve filmu a v seriálu.
Abstract:
The topic of this thesis is Product placement in Czech Republic and it´s utilization. We would like to introdukce koncept product placement, it´s hystory and legislation first. Than we focus on product placement in practice and show some examples of it´s utilization. We are going to discover someting about general knowledge of product and Compare product placement in the movies and soup operas in analytic …more
 

Keywords

product placement marketing reklama médium reklamní partner
 
Language used: Czech
Date on which the thesis was submitted / produced: 22. 4. 2013
Identifier: http://is.vsh.cz/th/11356/vsh_b/

Thesis defence

  • Date of defence: 27. 8. 2013
  • Supervisor: prof. PhDr. Libor Pavera, CSc.
  • Reader: Ing. Jan Mastný

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Institution archiving the thesis and making it accessible: Vysoká škola hotelová v Praze
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Institute of Hospitality Management in Prague

Bachelor programme / field:
Economics and Management / Marketing Communication in the Service Industry

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