Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level
Kramoliš Jan, Kopečková Martina
product placement, long-term marketing, brand building, competitiveness
The primary aim of this paper was to discover connection between company’s competitiveness
and product placement as a marketing tool. The secondary aim was searching for the genesis of
product placement. The mentioned issues are explained from the perspectives of three groups:
TV studios experts, directors and producers, and other experts (media agencies and advertisers).
The Czech Republic market where product placement can be registered is very small – only few
television companies. The survey was conducted during years 2011 and 2012 in the Czech Republic.
There is no directly measurable tool to tell us exact outputs. However, the results reveal:
Marketers are sure that product placement is efficient. The product placement belongs to a longterm
marketing field where the brand building is also included. On the basis of the ascertainments
acquired by the survey, the basic links between product placement, long-term marketing,
and competitiveness are explained in this paper.
Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level [PDF file] [Filesize: 1.04 MB]
Kramoliš J., Kopečková M. (2013).
Product Placement: A Smart Marketing Tool Shifting a Company to the Next Competitive Level. Journal of Competitiveness, 5 (4), 98-114 https://doi.org/10.7441/joc.2013.04.06