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    Wyświetlanie 1-6 z 6
    Tytuł:
    “Product Placement”: The harmonization of the new Albanian media law with the European Audio-Visual Media Services Directive
    Autorzy:
    Bushati, Endira
    Powiązania:
    https://bibliotekanauki.pl/articles/1035829.pdf
    Data publikacji:
    2011
    Wydawca:
    Academicus. International Scientific Journal publishing house
    Tematy:
    product placement
    advertising
    commercial communication
    harmonization
    Opis:
    With the Audio-Visual Media Services (AVMS) Directive the explicit regulation of product placement is introduced into the framework of European media law. The product placement is today one of most debated issue for the media law experts in Europe. What is the “product placement”? In what kind of programmes the product placement is allowed? What are the conditions these programmes have to fulfill in order to contain the product placement? The AVMS Directive states even the programmes during which is not allowed the product placement. How are reflected into the new Albanian draft-law on audiovisual media services the AVMS Directive obligations? These are some of the questions that the following article tries to answers.
    Źródło:
    Academicus International Scientific Journal; 2011, 04; 60-68
    2079-3715
    2309-1088
    Pojawia się w:
    Academicus International Scientific Journal
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    City Placement: A New Element in the Strategy of Integrated Marketing Communication of Cities
    Autorzy:
    Szromnik, Andrzej
    Powiązania:
    https://bibliotekanauki.pl/articles/465538.pdf
    Data publikacji:
    2016-03-15
    Wydawca:
    Akademia Leona Koźmińskiego w Warszawie
    Tematy:
    city placement;
    product placement;
    promotion mix;
    place marketing;
    city marketing;
    innovations in marketing;
    place management;
    city promotion
    Opis:
    Purpose: Explanation of the essence and features of the “city placement” strategy, while observing the changes in “classic” forms of marketing communications used by cities and regions, including main pros and implementation procedures. Methodology: This paper is conceptual and relies on diagnosis and analysis of “city placement” strategy implementation in a chosen Polish city as well as on the author’s professional experiences. Analysis of scarce existing marketing literature, including the notion of “product placement,” allowed us to present model structures, variations, and rules that explain the role and pros of the “city placement” strategy in the promotion mix of places. Conclusions: This paper comprises not only a set of notions and models structuring the “city placement” phenomenon but also many operational concepts related to the implementation of this strategy, which makes this paper a valuable point in the discussion on innovative changes in the “promotion mix” of cities and regions. Originality: “city placement” is a novelty in promotion strategies of cities and regions. In the existing literature on place marketing, there are no in-depth conceptual works explaining the role, features, and forms of “city placement.” This paper is a new approach suggested by the author and is an attempt to explain the process.
    Źródło:
    Journal of Management and Business Administration. Central Europe; 2016, 1; 113-132
    2450-7814
    Pojawia się w:
    Journal of Management and Business Administration. Central Europe
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Product placement in brand promotion
    Product placement w promocji marki
    Autorzy:
    Mikołajczyk, Alicja
    Powiązania:
    https://bibliotekanauki.pl/articles/419214.pdf
    Data publikacji:
    2015
    Wydawca:
    Uniwersytet Gdański. Wydział Ekonomiczny
    Tematy:
    product placement
    brand promotion
    media promotion
    audiovisual
    commercial communication
    lokowanie produktu
    promocja marki, media
    komunikacja audiowizualna
    Opis:
    The phenomenon of advertising avoidance – considered an intrusive and obvious form of promotion – has occupied the minds of marketers for many years. The emergence of product placement, derived from favorably perceived celebrity endorsement advertising, has gained popularity among marketing strategists. Similarly to this form of brand promotion, it was assumed that inserting a brand in a popular film, TV show or program will enhance the brand image and affect consumer awareness, thus stimulating their purchasing decisions and making advertising spending more reasonable and consumer-oriented.
    Product placement (in. lokowanie produktu) może mieć znaczący wpływ na wzrost świadomości marki i decyzje zakupowe klientów. W artykule omówiono techniki stosowane w środkach masowego przekazu na tle uregulowań prawnych Unii Europejskiej oraz możliwości, jakie oferuje ten rodzaj promocji marki w dotarciu do grupy docelowej.
    Źródło:
    Współczesna Gospodarka; 2015, 6, 2; 11-19
    2082-677X
    Pojawia się w:
    Współczesna Gospodarka
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Brand Promotion Throught Computer Games on the Example of Second Life
    Promowanie marek w grach komputerowych na przykładzie gry Second Life
    Autorzy:
    Laskowska-Witek, Justyna
    Mitręga, Maciej
    Powiązania:
    https://bibliotekanauki.pl/articles/964171.pdf
    Data publikacji:
    2014
    Wydawca:
    Uniwersytet Ekonomiczny w Katowicach
    Tematy:
    Gry komputerowe
    Komunikowanie marketingowe
    Marka
    Product placement
    Promocja handlowa
    Techniki promocji
    Brand
    Commercial promotion
    Computer games
    Marketing communication
    Promotion techniques
    Opis:
    The in-game advertising has become a popular marketing communication channel. Especially, the online MMORPG game is Second Life that has received particular interest in recent years. In this chapter we take a close look on attributes which make this game very close to the real world and thus more attractive to users. Secondly, we identified promotion tools that brands use to promote inside of the virtual world. Furthermore, we decided to adopt the perspective of Second Life gamers and explore their attitude and reactions to promotion of companies through the game. The results of our research suggests that the majority of users we interviewed did not notice in-game brand promotion inside of Second Life. The remaining players have positively perceived such promotion activities as: different types of public relations and sponsorship, however they admitted that they have no influence on their purchasing decisions.
    Źródło:
    Studia Ekonomiczne; 2014, 205; 34-48
    2083-8611
    Pojawia się w:
    Studia Ekonomiczne
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Single stage algorithms for pole placement using static output feedback
    Autorzy:
    Kuźmiński, K.
    Krawiecki, M.
    Powiązania:
    https://bibliotekanauki.pl/articles/970929.pdf
    Data publikacji:
    2007
    Wydawca:
    Polska Akademia Nauk. Instytut Badań Systemowych PAN
    Tematy:
    generalized inverse
    time-invariant linear systems
    static output feedback
    pole placement
    Kronecker product
    Opis:
    Paper presents effective formulae, enabling transfer matrix pole assignment. This is accomplished by the use of generalized matrix inverses and the Kronecker product. All the desired pole distributions are covered - namely simple and multiple, real and complex. On this basis one-stage algorithms were developed, avoiding commonly used reduced orthogonality condition. Computational example of the presented algorithms is given.
    Źródło:
    Control and Cybernetics; 2007, 36, 4; 939-969
    0324-8569
    Pojawia się w:
    Control and Cybernetics
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    The Attitude of Children and Parents Towards Children Influencers
    Autorzy:
    Kołaszewska, Izabela
    Kacprzak, Agnieszka
    Powiązania:
    https://bibliotekanauki.pl/articles/2164647.pdf
    Data publikacji:
    2022-12-21
    Wydawca:
    Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
    Tematy:
    Children infl uencers
    consumer behaviour
    tripartite model of attitude
    product
    placement
    YouTube
    TikTok
    Opis:
    The phenomenon of internet infl uencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of infl uencer marketing. Studying the impact of infl uencers on children is of great importance not only for marketers, but also for parents responsible for upbringing their off spring. This article presents the results of a qualitative study aimed at describing three components of the attitude (cognitive, emotional and behavioural) of children and parents towards children infl uencers. The methods employed in this study are focus group interviews and individual in-depth interviews with 18 participants: children aged 8–11 and their parents. During the interviews, one sample YouTube video and two TikTok children influencer videos were presented. The analysis of cognitive aspects of attitude showed that children have a higher level of awareness of product placement in influencer video than their parents suspect. Many parents declare that they are against such content on social media, while children see nothing wrong with promotional content and believe that it is natural. As far as the emotional aspect of attitude is concerned, parents present a wider range of emotions than children, possibly because they are less familiar with such content. Being exposed to product placement in influencer videos also impacts the behavioural aspect of attitude. Children are eager to have the promoted products, but parents are sceptical about such products and declare that they buy them only for special occasions.
    Źródło:
    Journal of Marketing and Consumer Behaviour in Emerging Markets; 2022, 2(15); 4-23
    2449-6634
    Pojawia się w:
    Journal of Marketing and Consumer Behaviour in Emerging Markets
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-6 z 6

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