IDEAS home Printed from https://ideas.repec.org/h/pkk/sfyr11/7-16.html
   My bibliography  Save this book chapter

The rise of product placement in Hungary

In: Proceedings of FIKUSZ '11

Author

Listed:
  • Árpád Papp-Váry PhD

    (Budapest College of Communication and Business)

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.

Suggested Citation

  • Árpád Papp-Váry PhD, 2011. "The rise of product placement in Hungary," Proceedings of FIKUSZ '11, in: Pál Michelberger (ed.),Proceedings of FIKUSZ '11, pages 7-16, Óbuda University, Keleti Faculty of Business and Management.
  • Handle: RePEc:pkk:sfyr11:7-16
    as

    Download full text from publisher

    File URL: http://www.kgk.uni-obuda.hu/sites/default/files/01_Arpad_Papp-Vary.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    ad-avoiders; advertising; commercial; Hungary; product placement; tv-spot;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. 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.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alexandra Vécsey (email available below). General contact details of provider: https://edirc.repec.org/data/gkbmfhu.html .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.