Analýza využití product placementu v televizním hobby magazínu

Abstract

The thesis discusses product placement issues - particularly its incorporation on a specific Czech TV channel. The aim of the thesis is to find out the extent of product placement from the point of view of frequency and intensity and to uncover the structure of brand names included in the content of the hobby journal in question. The thesis shows a theoretic-applicative character. The theoretic part focuses mainly on the description and explanation of basic terms related to the product placement, and the environment it is used in. The applicative part then analyzes data obtained with the help of the watching, the focus group and the questionnaire method. Each of these ways of obtaining data put focus on something else. While the method of watching helped to elucidate the frequency of inclusion of product placement into the content of the given hobby journal, the focus group method tried to find out information about perception of product placement presented in the form of visual product placement and sponsoring. The questionnaire then represented an additional method of obtaining data. Apart from the time appropriate for making an investment in product placement from the viewpoint of seasons, results of the whole research also describe placing brand names in the journal with respect to their character in relation to individual months. Conclusions also give information about advertisers, i.e. which companies advertise in the given journal and what their advertising strategies are. The results presented in the thesis could be particularly helpful for companies whose subject of enterprise relates to hobbies when making decisions on using product placement as a tool of their market communication.