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Mikołajczyk Alicja (Gdańska Szkoła Wyższa)
Product placement in Brand Promotion
Product placement w promocji marki
Współczesna Gospodarka, 2015, vol. 6, nr 2, s. 11-19, rys., bibliogr. 14 poz.
Contemporary Economy Electronic Scientific Journal
Product placement, Marka, Promocja, Media
Product placement, Brand, Promotion, Media
streszcz., summ.
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. (abstrakt oryginalny)

Product placement can have a significant impact on brand awareness and customer purchasing decisions. The article discusses techniques applied in the mass media against the EU legal background and the opportunities it offers in reaching the target audience. (original abstract)
Full text
  1. Act of 25 March 2011 on the amendment of Broadcasting Act, Official Journal 2011, No. 85, item 459.
  2. Directive 2007/65/EC of The European Parliament and of The Council of 11 December 2007 amending Council Directive 89/552/EEC on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the pursuit of television broadcasting activities.
  3. Directive 2010/13/EU of The European Parliament and of The Council of 10 March 2010 (Audiovisual Media Services Directive), Official Journal of the European Union, L 95/10, 15.4.2010.
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  9. Linshi J., Self-lacing ability with "power laces" technology, TIME, 11 January 2015,
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  11. Morris J., How European Media Companies Are Dealing With Product Placement, Advertising Age, 13 June 2011, dealing-product-placement/228121/.
  12. Regulation of the National Broadcasting Council of 30 June 2011 concerning detailed conditions of product placement, Official Journal No. 161, item 977.
  13. Segrave K., Product Placement in Hollywood Films: A History, McFarland & Company, Inc., Jefferson 2004, s. 188.
  14. YouTube,
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