Product Placement jako další možnost příjmů České televize

Abstract

This thesis focuses on the product placement – an interesting phenomenon in the area of marketing communications which is relatively new in the Czech Republic. It also explore its occurrence in the Czech TV broadcasting. In theoretical part the main aim of this thesis is to introduce this kind of advertising in general, highlight the main advantages and show how the Czech TV stations use product placement after it has been allowed by domestic legislation. Basis of the practical part is an analysis of Czech Television broacasting, which investigates the share of product placement on the income from its advertising activities.