Postoj veřejnosti k umístění produktu v televizním vysílání a k jeho právní regulaci

Abstract

This bachelor thesis deals with a product placement and its legal regulation. The aim of the thesis is, based on the questioning results, to find out how the Czech public perceives the product placement and what awareness and approach it has as it comes to its regulation. In the theoretical part, there is a core of product placement characterized as well as its role in marketing communication and its possible impact on a viewer as a potential consumer. This part also involves a description of advertising regulation on TV broadcasting. It is determined in more detail how is the product placement, "umístění produktu" in Czech language, regulated in the Czech Republic. In the practical part of the thesis, there is an analysis and evaluation of data provided; those data were collected in the questioning. In the conclusion, the main information gained is summarized and evaluated. The results of the research outlines that the public is not sufficiently aware of this issue and that its awareness of regulation is low. Therefore, recommendations were offered to increase the public´s awareness.