Characteristics of an Insert Product Placement as a Part of Marketing Communication

Kramoliš, Jan; Kopečková, Martina

doi:10.11118/actaun201462040659

Cited by 2 publications

(1 citation statement)

References 8 publications

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“…Measuring of the effectiveness of product placement is also partly a matter of interest to M. Kopeckova and J. Kramolis; R. Bucki, B. Chramcov and R. Jasek [20][21].…”

Section: Economics and Management Of Enterprisesmentioning

confidence: 99%

The measurement of product placement

Kozak¹,

Barinka²

2016

EA-XXI

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Product placement can be defined as utilisation of a real product or a service directly in audiovisual works, under clear, contractually-agreed terms. The methodology for measuring the effectiveness of funds invested in product placement in audiovisual works has not been developed yet. The authors of this paper propose a possible solution for measuring the effectiveness of product placement, which they applied in the Vinari (Winemakers) TV series. The authors proceeded from the price. A sponsor of a TV commercial would have to pay to reach the target group to the same extent as when using product placement. The CPP (Cost per Point) approach was used, i.e. the cost of reaching 1% of the target group. Reaching the target group was surveyed by means of a primary investigation of the perception of the sponsor's company as a financial backer of cultural activities by using questionnaires. The authors based their calculations of effectiveness regarding the sponsoring of a television series using elements of brand and product placement on a model calculation of the current advertising prices for a thirty-second advertising spot in relation to the CPP. The average recall of the product placement in the sponsored series represented 16% of the target group. It was calculated that if broadcasting TV spots, the price would be CZK 6.7 million, which is more than six times the amount of the value of the sponsorship. The survey shows that there are positive benefits related to the support of the Vinari (Winemakers) TV series. A significant fact is also that respondents were still able to recall this sponsorship even after several days and not only when this information actually reached them. No pricelist or media can guarantee that a communicated message will be recalled, so sponsorship in TV series is concluded to be highly effective for reasonable price and with prolonged effect which surpass advertising expectations. Keywords: Product Placement; Benefits for Advertisers; Methodology for Measuring Effectiveness; Cost of Advertising; Cost per Point; Сeska Zbrojovka; Vinari JEL Classification: M31 DOI: https://doi.org/10.21003/ea.V161-15 Козак В. кандидат економічних наук, Університет Томаша Баті в Зліні, Злін, Чеська Республіка Барінка К. інженер, голова відділу маркетингу, АТ «Чеська збройовка», Чеська Республіка Оцінка ефективності розміщення продукту Анотація Розміщення продукту, або «продакт-плейсмент», можна визначити як використання реального продукту чи послуги безпосередньо в аудіовізуальних продуктах у відповідності з чітко визначеними умовами договору. Методика оцінки ефективності коштів, що вкладаються в розміщення товару в аудіовізуальних продуктах, дотепер залишається не розробленою. Автори даної статті пропонують можливе вирішення проблеми оцінки ефективності розміщення товару на прикладі серіалу «Vinari» («Винороби»). Визначальною у цьому відношенні, на думку авторів, є ціна. Спонсору телевізійного проекту доводиться платити, щоб досягти таких самих показників охоплення цільової групи, як і при використ...

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“…Measuring of the effectiveness of product placement is also partly a matter of interest to M. Kopeckova and J. Kramolis; R. Bucki, B. Chramcov and R. Jasek [20][21].…”

Section: Economics and Management Of Enterprisesmentioning

confidence: 99%

The measurement of product placement

Kozak¹,

Barinka²

2016

EA-XXI

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Engel’s approach as a tool for estimating consumer behaviour

Benda-Prokeinova¹,

Dobeš²,

Mura³

et al. 2017

E+M

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Engel's approach to consumption plays an important role in theoretical economics. There is thus strong empirical and theoretical interest to analyze the cross-section Engel function of real populations. A prerequisite of any economic interpretation is a reasonable estimation of these curves from given cross-section data containing households' expenditures and income. In submitted paper the Engel curves computation was applied on the Slovak household's income and expenditure. A double-log specifi cation of the Engel's function has been chosen in order to estimate the expenditure elasticity of households by using an economic status of households' head at work for each household by children per person. The household Budget Survey of the Slovak Statistical offi ce was used for the period 2004-2014. Analysis of income elasticity demonstrated negative correlation of food expenditure in Slovak households and the number of children in all food groups of the consumer basket classifi ed as necessary goods. Examination of the households based on the economic activity of their head (employee, self-employed, retired, and others) showed differences in availability of various food groups for the households (inferior, necessary, luxury goods). Increased amount of food groups were included within the luxury category in following order: the households with self-employed head, employed household head, and retirees. Households without children have meat and fats & oils included in the category inferior goods, other types of households according to the number of children considered all types of food in the consumer basket as necessary goods. Results provide deeper knowledge about consumers' behavior of Slovak households.

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Characteristics of an Insert Product Placement as a Part of Marketing Communication

Cited by 2 publications

References 8 publications

The measurement of product placement

The measurement of product placement

Engel’s approach as a tool for estimating consumer behaviour

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