The rise of product placement in Hungary
In: Proceedings of FIKUSZ '11
AbstractIn the last few years the European countries are starting to use the rules of the European Union about product placement. First of all it is really important for the European shows, programs and films to stay competitive with the American programs because in the USA product placement is permitted and an important financial source. Second of all with it the „ad avoiders” – who immediately switch the channel because of the commercials - are becoming available to target. The article describes the Hungarian situation and experiences because since this January product placement has become legal again. A detailed comparison between the classic TV commercial and product placement is also shown.
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This chapter was published in: Pál Michelberger (ed.) Proceedings of FIKUSZ '11, , pages 7-16, 2011.
This item is provided by Óbuda University, Keleti Faculty of Business and Management in its series Proceedings of FIKUSZ '11 with number 7-16.
ad-avoiders; advertising; commercial; Hungary; product placement; tv-spot;
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