The Identification of Factors Modifying Product Placement Effectiveness

By Jan Kramolis and Martina Drabkova.

Published by Organizational Cultures: An International Journal

Format Price
Article: Print $US10.00
Published online: April 2, 2014 $US5.00

Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, storylines of television shows, or news programmes in order to avoid conventional advertising. In this article, the possibility of evaluation of product placement effectiveness was investigated, as well as the question of whether this evaluation already exists. The target group that is the main subject of this research consists of directors, producers of audio-visual works, and other specialists from the Czech Republic. Other study issues were the conditions needed for effectiveness of product placement and the factors influencing viewers in order to achieve a required response from the target group. Creating resonance with your brand means your message has to permeate consumers’ minds and lives. More than ever, marketing needs to be impactful and emotive to create this type of resonance.

Keywords: Product Placement, Placement Effectiveness, Embedded Advertising, Branding, Marketing, Measuring, Effectiveness

Organizational Cultures: An International Journal, Volume 13, Issue 2, April 2014, pp.25-36. Article: Print (Spiral Bound). Published online: April 2, 2014 (Article: Electronic (PDF File; 755.663KB)).

Dr. Jan Kramolis

Senior Lecturer, Department of Economics, Zlín Faculty of Management and Economics, Tomas Bata University, Zlin, Czech Republic

Jan Kramolis studied in Tomas Bata Univerzity in Zlin and received Bachelor, Master and Ph.D. degrees. Jan's Ph.D. is in management and economics.

Martina Drabkova

Ph.D. Student, Department of Management and Marketing, Zlín Faculty of Management and Economics, Tomas Bata University, Zlín, Czech Republic

Martina Bdrabkova studied in Tomas Bata Univerzity in Zlin and received Bachelor and Master degrees. Martina is a Ph.D. student in management and economics.