Analýza využití product placementu v české tvorbě

Abstract

The theme of this master thesis is analysis of using product placement at Czech production. The aim of the thesis is evaluation of product placement as a tool of marketing communication and suggestions of recommendation for using product placement in working environment. There are two methods of marketing research in this thesis. First one is focus group, which is used as a main part of research and second one is questioning, which is supplemental part of research. In the end the thesis provides specific suggestions and recommendations aimed at the improvement of using product placement itself.