Characteristics of an insert product placement as a part of marketing communication

Abstract

The paper defined saturation of an insert product placement as a part of marketing communication. Product placement is known as a modern tool of marketing communication and so that product placement and its types and forms are not so casual used in the Czech Republic as in other parts of the world. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). Types and forms of this marketing communication tool as well as options of its utilization are also mentioned in the paper. The Czech Republic market where product placement occurs is very small - only few television companies. The primary aim of the paper is to identify the intensity of two essential areas expressing product placement using - natural (non-invasive) insert and contrived (invasive) insert. Moreover, conflicting interests of the interested parties (advertiser - ordering party, producer and television) are observed in the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can affect the script and what impact on quality and specifics of an audiovisual work can this script modification have. © 2014 , Mendel University of Agriculture and Forestry Brno. All rights reserved.