Title: Eye-tracking, in-depth interview a focus group prokazují schopnost generace Y vnímat product placement
Other Titles: Eye-tracking, in-depth interview and focus group prove the ability of generation Y to perceive product placement
Authors: Mlnářík, Pavel
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2017, č. 3, s. 32-40.
Issue Date: 2017
Publisher: Západočeská univerzita v Plzni
Document type: článek
URI: http://hdl.handle.net/11025/29162
ISSN: 1805-0603
Keywords: eye-tracking;focus group;generace Y;in-depth interview;product placement
Keywords in different language: eye-tracking;focus group;generation Y;in-depth interview;product placement
Abstract in different language: The article focuses on the phenomenon of the Product Placement. In the First part of this contribution is the Product Placement defined and the question where it can be placed is solved. Even the categorization of the communication mix tool is presented. At the end of the article there is a table that summarizes every presented category. In the article, there are also specific forms of the Product Placement defined, exactly Destination Placement and Celebrity Placement. However, the article does not neglect the Product Placement in the social media. The second part of the contribution focuses on the Product Placement research. It describes the research itself, research questions, the methods that are used, the structure of the research participants, and then evaluates the individual methods. In the research were used the results of eye-tracking, in-depth interviews and focus groups. In the focus group method, there is also presented the ethical framework of the Product Placement. At the end of the article there is a final evaluation of the obtained data, including the frame of other possibilities in research in the Product Placement phenomenon.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 3 (2017)
Číslo 3 (2017)

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