publication . Bachelor thesis . 2015

Determining the brand awareness of product placement in video games

Král, Marek;
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  • Published: 01 Jan 2015
  • Country: Czech Republic
This bachelor thesis focusses on the determination of the brand awareness of product placement in video games. The theoretical part includes information about marketing, product placement and video games. The practical part consists of evaluation of the market research about product placements in video games. Conclusion suggests the most important factors influencing the level brand awareness.
free text keywords: individuální hloubkové rozhovory; branding; videohry; komunikační mix; marketing; explorativní výzkum; product placement
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