Keywords: television reklama marketing Slovakia advertising brand trademark

KMT 2016 nr 6 Download PDF

Peter Mikuláš, Ph. D.

Developmental Tendency of the Product Placement in TV series Panelák

Cite: Peter Mikuláš, Ph. D., Vývojová tendencia umiestňovania produktov v televíznom seriáli Panelák, "Kultura - Media - Teologia", 2016( 25) nr 6, s. 152-161.

Product placement is one of the promotional tools frequently used by television. In the study, we focused on its use in daily television series Panelák, which can be considered as the phenomenon of Slovak television scene in the last years. During three periods (2008, 2011 and 2014) we investigated the occurrence of products in the Panelák using television archives available on the internet within a well-defined broadcasting weeks, applying the method of quantitative content analysis. We were interested in quantitative occurrence of product placement, but also the total time duration. In addition, we focused on the types of product placement. The study didn´t showed a linear increase of the product placement tool, but rather to the rationalization of its use.

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