Product placement and its perception by Czech population

This bachelor thesis deals with the process of inserting products, services and brands into audiovisual works, especially into television programmes and its perception by the Czech population. The aim of the thesis is to describe the history and development of product placement, analyze it not only as a part of the communication mix but also as a marketing tool. The aim is also to introduce its different kinds and the current trends. Besides that, the thesis focuses on the legislation framework, which provides for this type of advertisement. It also discusses the positive and negative aspects of this marketing tool. Marketing research using questionnaires was carried out to determine the perception of product placement in cinematography, serials and other audiovisual works. The bachelor thesis tries to find out the perception of product placement and general knowledge about it by Czech audience. In the end of the thesis there are presented possible measures for improving the process of inserting products or brands into audiovisual works. These measures are based on the results of the questionnaire survey