Analýza využití Product Placementu v TV seriálech

Abstract

The aim of my diploma work was to analyse the use of Product Placement in TV serials. In this work I compared selected Czech and Slovak serials. At the beginning I justified the chosen topic and I defined the aim of the work. In the characteristic of the media market I described the biggest television companies broadcasting in the Czech and Slovak republic, their history and type. Further, I recorded the development of TV ratings and brief characteristics of selected serials. In the theoretical part I dealt with the definition of terms such as marketing communication, marketing communication trends and Product Placement. The main part of the work was the analysis of the results obtained by observation. Finally, I evaluated the results and made further suggestions for the serials’ creators. In the conclusion I summarized the whole diploma work including the estimation of further development of the use of Product Placement.