Original title: Product placement a jeho uplatnění ve vybraném filmu.
Translated title: Product placement and its use in a chosen film
Authors: Navrátilová, Kateřina ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
Document type: Bachelor's theses
Year: 2010
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: [cze] [eng]
Tato práce definuje pojem product placement. Pojednává o jeho formách, historii a jeho právní úpravě v České republice i v USA. Hlavním cílem je prostřednictvím dotazníku analyzovat použití product placementu ve filmu Sex ve městě 2, konkrétně názory diváků na tuto netradiční formu reklamy. This thesis discusses product placement. It deals with its forms, its history and its legal regulations in the Czech Republic as well as in the U.S.A. The main goal is to analyse the use of product placement in the film Sex and the city 2 using a questionnaire , which focuses on what people think about this kind of advertising
Keywords: Marketing Communications; Product placement; Questionnaire; Dotazník; marketingové komunikace; Product placement

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/24334

Permalink: http://www.nusl.cz/ntk/nusl-74713


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Bachelor's theses