Uplatnění netradičních marketingových komunikačních nástrojů
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Abstract
Bakalářská práce se zabývá marketingovými komunikačními nástroji. Charakterizovány jsou tradiční i netradiční nástroje, součástí práce je také jejich komparace. Velký prostor je pak věnován product placementu se zaměřením na jeho využití prostřednictvím YouTuberů. Je vysvětlen pojem YouTuber a specifika tohoto povolání. Řešena je problematika product placementu na YouTube z pohledu firem i YouTuberů, problematika agentur zastupujících YouTubery či legislativní hledisko product placementu. Uveden a analyzován je také pozitivní a negativní případ spolupráce YouTubera a firmy.
This bachelor's thesis deals with marketing communication tools. It describes both traditional and non-traditional tools including their comparison. Product placement is discussed in much greater extent with focus on its use through the YouTubers. It explains the term YouTuber and specifics of this job. The thesis explores the issue of product placement on YouTube from a perspective of companies and YouTubers, the issue of agencies that are representing YouTubers or a legislative aspect of product placement. The thesis describes and analyses positive and negative case of cooperation between YouTuber and company.
This bachelor's thesis deals with marketing communication tools. It describes both traditional and non-traditional tools including their comparison. Product placement is discussed in much greater extent with focus on its use through the YouTubers. It explains the term YouTuber and specifics of this job. The thesis explores the issue of product placement on YouTube from a perspective of companies and YouTubers, the issue of agencies that are representing YouTubers or a legislative aspect of product placement. The thesis describes and analyses positive and negative case of cooperation between YouTuber and company.
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marketing, marketingová komunikace, product placement, YouTube, YouTuber, marketing, marketing communication, product placement, YouTube, YouTuber