Product placement in integrated marketing communication - Czech Study

Abstract

Purpose - This paper aims to examine the notion about using product placement in theory of integrated marketing communication mix. Design/methodology/approach - The paper initially defines a theoretical background of this marketing topic. The paper then offers an scope into Czech SMEs notion about use product placement in integrated marketing communication mix. Subsequently, there is a explanation of most suitable types in Czech SMEs. Findings - This study argues that fully integrated marketing communication is associated with the various types of product placement. The paper posits that, there is well awareness why it is so important Product placement integration into marketing mix. Originality/value - As such, this paper represents a cross-functional approach to product placement and integrated marketing communication theory by opinions of Czech SMEs.