Vol. 5 No. Különszám (2012)
Articles

The Effects of Product Placement of Commercial Television Channels on Hungarian Consumers

Published August 6, 2020
pdf (hun) (Magyar)

APA

Dávid, Éva, & Szűcs Róbert, S. (2020). The Effects of Product Placement of Commercial Television Channels on Hungarian Consumers. Economica, 5(Különszám), 32-39. https://doi.org/10.47282/ECONOMICA/2012/5/Különszám/4479

Nowadays consumers can encounter a new adverti sing practi ce. The programmes of Hungarian television channels contain an increasing number of product placements perceived by consumers. Product placement is markedly different from the classical component of marketing-mix, so the opinions on product placement vary from country to country. In our present research we have observes the effects that encourage advertisers to use product placement in their advertising activity. Our goal is to provide a short overview of the influence of product placement on the buying habits of customers.