Process of Product Placement Implementation on the Czech Audiovisual Market

摘要

The area of utilization of the product placement as a marketing tool in the Czech Republic as a component of marketing communication mix was defined in this paper. The market of the Czech Republic concerning the occurrence of product placement is not significant - only a few TV companies. The main course of the study was this tool's production process and the individual steps preceding application of the product placement tool in marketing communication on target groups, progressing from the investor's first idea to its broadcasting in an audiovisual work. The way how the interested parties (investor - ordering party, producer and television) proceed was also investigated, as well as to what extent an audiovisual work is influenced by implementation of a product placement and how this impact is assessed by directors and producers.