PRACTICAL USE OF PRODUCT PLACEMENT IN SLOVAKIA WITHIN 2007 – 2017
PRACTICAL USE OF PRODUCT PLACEMENT IN SLOVAKIA WITHIN 2007 – 2017
Author(s): Peter Štarchoň, Bianka ChorvátováSubject(s): Social Sciences, Economy, Psychology, Media studies, Communication studies, Sociology, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: advertising law; product placement; product placement law; product placement regulation; use of product placement;
Summary/Abstract: Product placement law regulation has significantly changed the use of it in Slovakia in the past decade. A specific questionnaire concerning companies using several advertising channels and based on its results, the current status of the usage of product placement, advertising law comparison from 2007 and 2017, and analysis of other legislative materials, this article was made. According to this questionnaire, we were able to point out how has the usage of product placement changed. Law changes have changed the way product placement can be used in everyday life, therefore somere commendations for active product placement users were made.
Journal: Megatrendy a médiá
- Issue Year: 5/2018
- Issue No: 1
- Page Range: 123-132
- Page Count: 10
- Language: English