Product Placement v audiovizuálních dílech a jeho vliv na diváky

Abstract

The bachelor thesis is focused on product placement and its impact on viewers as a consumer schema_dspacedb. The aim of the thesis is to use a questionnaire survey to find out how extensive the Czech consumer public is about the use of product placement, its legislation and to what extent it is influenced by. The theoretical part of the work contains the characteristics of product placement and its regulation of public and private law and subsequently also ethical. It also describes the issue of European product placement regulation. Subsequently, product placement is described as one of the marketing tools and its forms are defined in more detail. The third part describes the research method and a description of the questionnaire. The practical part consists of the results of a questionnaire survey and verification of statistical hypotheses. The results include graphic processing and verbal description based on the research results; an overall evaluation of the research is performed.