Analýza vnímání product placementu diváky v české filmové tvorbě

Abstract

The main goal of this thesis was to analyze the extent to which product placement affects viewers of Czech films. The secondary goal was to suggest ways to use it and find differences in perception in men and women in different age categories. The marketing research was conducted through a qualitative method, namely a focus group, which was attended by 20 respondents. The results of this thesis should approach the importance of product placement and reveal how to use it correctly in filmmaking.