PRODUCT PLACEMENT AS A COMPANY IMAGE CONSTRUCTION ON THE EXAMPLE OF SELECTED TELEVISION SERIES

Authors

  • WIOLETA KUFLEWSKA
  • KLAUDIA JUSZCZUK

DOI:

https://doi.org/10.58246/sjeconomics.v29i2.128

Abstract

This article deals with the issue of a modern form of advertising, which is product placement, specifically the method of image building on the example of television series. The paper presents short information about the history and definitions of product placement and the results of empirical research aimed at determining the impact of product placement on purchasing decisions of the surveyed consumers. The research was carried out on November 2017 using an anonymous questionnaire on a group of 130 people, Polish residents over the age of fourteen.

Published

2018-06-30

Issue

Vol. 29 No. 2 (2018)

Section

Article

License

CC-By licence - allows a work to be copied, modified, distributed, presented and performance of a work only on the condition that the original author is credited. It is a licence guaranteeing the broadest freedoms for the licensee.