Product placement in Brand Promotion

• Autorzy: Alicja Mikołajczyk

Warianty tytułu

Product placement w promocji marki

• Języki publikacji: EN

Abstrakty

EN

Product placement can have a significant impact on brand awareness and customer purchasing decisions. The article discusses techniques applied in the mass media against the EU legal background and the opportunities it offers in reaching the target audience. (original abstract)

Product placement (in. lokowanie produktu) może mieć znaczący wpływ na wzrost świadomości marki i decyzje zakupowe klientów. W artykule omówiono techniki stosowane w środkach masowego przekazu na tle uregulowań prawnych Unii Europejskiej oraz możliwości, jakie oferuje ten rodzaj promocji marki w dotarciu do grupy docelowej. (abstrakt oryginalny)

Słowa kluczowe

EN

Product placement; Brand; Promotion; Media

PL

Product placement; Marka; Promocja; Media

• Czasopismo: Współczesna Gospodarka
• Rocznik: 2015
• Tom: 6
• Numer: nr 2
• Strony: 11--19

Twórcy

autor

Alicja Mikołajczyk

• Gdańska Szkoła Wyższa

Bibliografia

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• 2. Directive 2007/65/EC of The European Parliament and of The Council of 11 December 2007 amending Council Directive 89/552/EEC on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the pursuit of television broadcasting activities.
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• 12. Regulation of the National Broadcasting Council of 30 June 2011 concerning detailed conditions of product placement, Official Journal No. 161, item 977.
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• 14. YouTube, https://www.youtube.com/watch?v=EVBsypHzF3U.