Abstract

Product placement or embedded marketing is a form of advertisement in which branded goods or services are placed in context of movies, storylines of television shows, or news programmes in order to avoid conventional advertising. In this article, the possibility of evaluation of product placement effectiveness was investigated, as well as the question of whether this evaluation already exists. The target group that is the main subject of this research consists of directors, producers of audio-visual works, and other specialists from the Czech Republic. Other study issues were the conditions needed for effectiveness of product placement and the factors influencing viewers in order to achieve a required response from the target group. Creating resonance with your brand means your message has to permeate consumers’ minds and lives. More than ever, marketing needs to be impactful and emotive to create this type of resonance.