Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/34246
Type of publication: Straipsnis kituose recenzuojamuose leidiniuose (S5);Article in other peer-reviewed editions (S5)
Field of Science: Vadyba (S003);Management (S003)
Author(s): Pilelienė, Lina;Jurgilaitė, Sigita
Title: Produktų demonstravimo vaidybiniuose filmuose ypatumai (teorinis aspektas)
Other Title: Peculiarities of product placement in movies : theoretical aspect
Is part of: Laisvalaikio tyrimai : elektroninis mokslo žurnalas. Kaunas : Lietuvos sporto universitetas, 2013, nr. 1 (1)
Extent: p. 1-10
Date: 2013
Keywords: Pardavimų skatinimas;Reklama;Rėmimo priemonės;Advertising;Promotional tools;Sales promotion
Abstract: Straipsnyje analizuojami produktų demonstravimo vaidybiniuose filmuose ypatumai. Ši rėmimo priemonė, vis dažniau naudojama kino praktikoje, sulaukia vis daugiau filmų kūrėjų ar rėmėjų susidomėjimo, šį reiškinį ėmė nagrinėti ir mokslo tyrėjai. Straipsnyje nagrinėjama problema, kaip demonstruoti produktus vaidybiniuose filmuose. Norint atskleisti produktų demonstravimo sampratą, pateikiami šios rėmimo veiklos principai, funkcijos, sąlygos, motyvai ir būdai
Research background. According to J. A. Karrh et al. (2001) product placement in movies is used with intensions to extend product awareness, create positive associations with a product, or to promote sales. Product placement is becoming very successive tool of promotion; its impact on society is constantly growing. Many films can make an impact on society’s attitudes, also, form buying patterns. Despite a wide usage of this promotional tool, attempts to find scientific publications of Lithuanian authors considering this product placement in Lithuanian movies were unsuccessful. However, many cases of product placement can be observed in Lithuanian movies. Therefore, it becomes relevant to analyze the peculiarities of product placement in movies. The problem solved in the article is how to make product placement in movies. Foreign authors are constantly providing research on multiple aspects of product placement (its impact on viewers’ purchase intentions, impact on memorization, product awareness, etc.); therefore, the lack of Lithuanian researches in the field substantiates the problem. The object of the article is the peculiarities of product placement in movies. The aim of the article is to reveal the peculiarities of product placement in movies. [...]
Internet: https://hdl.handle.net/20.500.12259/34246
https://eltalpykla.vdu.lt/1/34246
http://vddb.library.lt/obj/LT-eLABa-0001:J.04~2013~ISSN_2345-0339.N_1_1.PG_1-10
Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:1. Straipsniai / Articles
Universiteto mokslo publikacijos / University Research Publications

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