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Description
  • Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. In this article, you may learn about different attitudes to invest in product placement from field of Czech SME. The survey consists findings from carefully selected B2C a B2B SMEs in Czech Republic. There has been no doubt about business depression since 2009 which has crucial influence on amount of marketing investments. It was determined, how much are SMEs able to invest in product placement as a part of modern integrated marketing mix. These finding was classified into four basic named groups and has been constructed the Pareto chart. The second aim was to determine, who is the product placement investment decider. If the decision comes direct from a management or comes from outside (has been outsourced by advertising agency or hired marketing specialist).
  • Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. In this article, you may learn about different attitudes to invest in product placement from field of Czech SME. The survey consists findings from carefully selected B2C a B2B SMEs in Czech Republic. There has been no doubt about business depression since 2009 which has crucial influence on amount of marketing investments. It was determined, how much are SMEs able to invest in product placement as a part of modern integrated marketing mix. These finding was classified into four basic named groups and has been constructed the Pareto chart. The second aim was to determine, who is the product placement investment decider. If the decision comes direct from a management or comes from outside (has been outsourced by advertising agency or hired marketing specialist). (en)
Title
  • Product Placement Expenses for the SME Sector in CZE
  • Product Placement Expenses for the SME Sector in CZE (en)
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  • Product Placement Expenses for the SME Sector in CZE
  • Product Placement Expenses for the SME Sector in CZE (en)
skos:notation
  • RIV/70883521:28120/13:43870584!RIV14-MSM-28120___
http://linked.open...avai/riv/aktivita
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  • 99988
http://linked.open...ai/riv/idVysledku
  • RIV/70883521:28120/13:43870584
http://linked.open...riv/jazykVysledku
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  • Product placement, embedded marketing, marketing expenses, Czech SME, management decision (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [D6231289401F]
http://linked.open...v/mistoKonaniAkce
  • Chania
http://linked.open...i/riv/mistoVydani
  • Chania
http://linked.open...i/riv/nazevZdroje
  • Recent Researches in Business Administration, Product Design and Marketing
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http://linked.open...cetTvurcuVysledku
http://linked.open...UplatneniVysledku
http://linked.open...iv/tvurceVysledku
  • Kramoliš, Jan
  • Kopečková, Martina
http://linked.open...vavai/riv/typAkce
http://linked.open.../riv/zahajeniAkce
issn
  • 2227-460X
number of pages
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  • WSEAS Press
https://schema.org/isbn
  • 978-960-474-325-4
http://localhost/t...ganizacniJednotka
  • 28120
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