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Product Placement in Music Videos in Respect of Generation Y in the Czech Republic
 Novotný, Matěj
Product placement in music videos in respect of Generation Y. Brno, 2015. Bachelor thesis. Mendel University in Brno, Faculty of Business and Economics. From the time of the internet boom, new media had started to be developed and it has become difficult to reach especially younger consumers via traditional advertising. Therefore, marketers needed to find new techniques how to approach these consumers (Generation Y). The main objective of this bachelor thesis is to define recommendations for suitable implementations of product placement in music videos in respect of Generation Y on the Czech market. Methods of quantitative research and music video experiment were used in the practical part of the thesis. The quantitative research has gathered data from 177 respondents, and the music video experiment from 212 participants. The research was conducted in the autumn of 2015. The results were drawn via a statistical program Statistica v. 12, and practical recommendations were created and based on the results.
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