Advanced Search
MyIDEAS: Login to save this book chapter or follow this series

The rise of product placement in Hungary

In: Proceedings of FIKUSZ '11

Contents:

Author Info

  • Árpád Papp-Váry PhD

    ()
    (Budapest College of Communication and Business)

Registered author(s):

    Abstract

    In 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.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.kgk.uni-obuda.hu/sites/default/files/01_Arpad_Papp-Vary.pdf
    Download Restriction: no

    Bibliographic Info

    as in new window

    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.

    Handle: RePEc:pkk:sfyr11:7-16

    Contact details of provider:
    Postal: 1084 Budapest, Tavaszmezö u. 15-17
    Phone: +36-1-6665208
    Fax: +36-1-6665209
    Web page: http://www.kgk.uni-obuda.hu
    More information through EDIRC

    Related research

    Keywords: ad-avoiders; advertising; commercial; Hungary; product placement; tv-spot;

    Find related papers by JEL classification:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:pkk:sfyr11:7-16. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Alexandra Vécsey).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.