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The rise of product placement in Hungary

In: Proceedings of FIKUSZ '11

Author

Listed:
  • Árpád Papp-Váry PhD

    (Budapest College of Communication and Business)

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.

Suggested Citation

  • Árpád Papp-Váry PhD, 2011. "The rise of product placement in Hungary," Proceedings of FIKUSZ '11, in: Pál Michelberger (ed.),Proceedings of FIKUSZ '11, pages 7-16, Óbuda University, Keleti Faculty of Business and Management.
    • Handle: RePEc:pkk:sfyr11:7-16
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    File URL: http://www.kgk.uni-obuda.hu/sites/default/files/01_Arpad_Papp-Vary.pdf
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    More about this item

    Keywords

    ad-avoiders; advertising; commercial; Hungary; product placement; tv-spot;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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