The rise of product placement in Hungary

Árpád Papp-Váry PhD ()
Additional contact information
Árpád Papp-Váry PhD: Budapest College of Communication and Business

A chapter in Proceedings of FIKUSZ '11, 2011, pp 7-16 from Óbuda University, Keleti Faculty of Business and Management

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.

Keywords: ad-avoiders; advertising; commercial; Hungary; product placement; tv-spot (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2011
ISBN: 978-615-5018-25-1
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.kgk.uni-obuda.hu/sites/default/files/01_Arpad_Papp-Vary.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 404 Not Found (http://www.kgk.uni-obuda.hu/sites/default/files/01_Arpad_Papp-Vary.pdf [301 Moved Permanently]--> https://whost01.uni-obuda.hu/sites/default/files/01_Arpad_Papp-Vary.pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pkk:sfyr11:7-16

Access Statistics for this chapter

More chapters in Proceedings of FIKUSZ '11 from Óbuda University, Keleti Faculty of Business and Management Contact information at EDIRC.
Bibliographic data for series maintained by Alexandra Vécsey ( this e-mail address is bad, please contact ).