The primary aim of this paper was to discover connection between company's competitiveness and product placement as a marketing tool. The secondary aim was searching for the genesis of product placement. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers, and other experts (media agencies and advertisers). The Czech Republic market where product placement can be registered is very small -only few television companies. The survey was conducted during years 2011 and 2012 in the Czech Republic. There is no directly measurable tool to tell us exact outputs. However, the results reveal: Marketers are sure that product placement is efficient. The product placement belongs to a longterm marketing field where the brand building is also included. On the basis of the ascertainments acquired by the survey, the basic links between product placement, long-term marketing, and competitiveness are explained in this paper.

The level of knowledge and skills of project managers in the field of regional development shows a high level of differentiation, which has an impact on management of (non)investment projects in the given region. For effective addressing problems of regional development is crucial that projects will be processed, handled and managed at a professional level. The paper aims to confirm or disprove the given hypothesis and to identify the knowledge areas affected by the ignorance the most. For this purpose the survey on the level of knowledge and skills of project managers in regional development in NUTS III region in the Czech Republic was conducted. The survey results has allowed identifying the level of knowledge and skills of project managers in regional development in project management knowledge areas and thereby has enabled to identify the knowledge areas affected by the ignorance the most. Among these knowledge areas belong mainly Risk management, Scope management and Quality management. The results have also enabled to present the level of differentiation of the level of knowledge and skills of project managers from the mean and to compare findings in the particular NUTS III region of the Czech Republic among each other. The findings show a high level of differentiation of the knowledge and skills of project managers.

The paper defi ned saturation of an insert product placement as a part of marketing communication. Product placement is known as a modern tool of marketing communication and so that product placement and its types and forms are not so casual used in the Czech Republic as in other parts of the world. The mentioned issues are explained from the perspectives of three groups: TV studios experts, directors and producers and other experts (media agencies and advertisers). Types and forms of this marketing communication tool as well as options of its utilization are also mentioned in the paper. The Czech Republic market where product placement occurs is very small -only few television companies. The primary aim of the paper is to identify the intensity of two essential areas expressing product placement using -natural (non-invasive) insert and contrived (invasive) insert. Moreover, confl icting interests of the interested parties (advertiser -ordering party, producer and television) are observed in the paper too. The last issue discussed in this paper is to what extent the degree of product placement implementation can aff ect the script and what impact on quality and specifi cs of an audiovisual work can this script modifi cation have.