Aspekty integrace product placementu do audiovizuálního díla Pojedeme k moři

The aim of the bachelor's thesis is to provide a comprehensive overview of the product placement and practically illustrate its use in the Czech audiovisual production on the example of the movie Pojedeme k moři. In the theoretical part I specify the definition of product placement and categorize it into the marketing mix. I describe advantages and disadvantages of this type of marketing technique, its historical development and also types of product placement that we can find. I also define aspects of integration of product placement into the audiovisual works, while I consider legislation of this marketing activity as one of the aspects. The next part is the analysis of the movie Pojedeme k moři. The goal of this analysis is to find out what brands and in which ways were shown in the film and also to identify which types of product placement were used. Further I determine the role of product placement for the film's budget and I evaluate whether all legislative requirements were observed.