Product scale promoting by product placement in the Czech Republic

Abstract

Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, story lines of television shows or news programmes in order to avoid conventional advertising. In this article, you may learn about different categories of products which are promoted by means of product placement. The main objective of product placement is to connect brands with the appropriate entertainment partners to maximize exposure and brand relevance. This is how the benefit of product placement comes into its own: where brands become part of the entertainment (a story line) rather than classic TV advertisements. And finally, the last question in this paper is about ethics - product placement can be a negative force and be not naturally integrated in a storyboard, but in the majority of cases it benefits everyone content gets paid for.