| Abstract [eng] |
In the final master thesis there are analyzed marketing problems connected with product placement on the television. As it was noticed the growing use of it, emerged a great attention if it really has a notable influence on consumers behavior. Also, if it has his own place in the overall marketing theory when making strategic marketing decisions. After the analysis and filing of the marketing literature there were found a few possibilities of the product placement’s used on TV position in the marketing theory. By implementing the research grounded with the statistical data and the questionnaire, one of the possibilities suiting the reality in the practical way was chosen. This possibility was incorporated in the overall marketing strategy planning process in order to unfold its position there and to clarify its significance. Following the theoretical and practical aspects of product placement on TV it was exposed its actual importance and use. For the research results to be exact and true I have used such tools as prognosis making, correlation analysis and sample size calculation proceedings. Structure: introduction; factors encouraging the research: the problems; product placement’s position in the marketing theory; product placement on TV: the research; projections: product placement in the overall marketing strategy; conclusions; references. Thesis consists of: 93 p. texts without appendixes, 45 pictures, 20 tables, and 54 bibliographical entries. Appendixes included. |
