Szűcs, Róbert Sándor and Dávid, Éva (2012) Product placement in Hungary. JOURNAL ON LEGAL AND ECONOMIC ISSUES OF CENTRAL EUROPE, 3 (3). pp. 26-30. ISSN 2043-085X
|
Text
JLEICE_03_2012_DrSzR.pdf Download (383kB) | Preview |
Abstract
Nowadays consumers can experience a new type of advertising. Programs of television channels contain an increasing number of product placements which might be perceived by consumers. Product placement differs from the classical components of the marketing-mix and is evaluated differently in different countries. In our research we explore the effects of product placement in the segment of younger consumers and the reasons for companies to use this special type of advertising. Our goal is to provide a short overview which tries to answer to the question how product placement can influence consumers’ buying habits.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Media law, product placement, brand entertainment, marketing, buying habits. |
| Subjects: | H Social Sciences / társadalomtudományok > HF Commerce / kereskedelem H Social Sciences / társadalomtudományok > HN Social history and conditions. / társadalomtörténet > HN2 Social reform / társadalmi változás, reform |
| SWORD Depositor: | MTMT SWORD |
| Depositing User: | MTMT SWORD |
| Date Deposited: | 01 Jul 2014 13:17 |
| Last Modified: | 01 Jul 2014 13:17 |
| URI: | http://real.mtak.hu/id/eprint/13425 |
Actions (login required)
 |
Edit Item |
