Promocja obiektów hotelarskich przy wykorzystaniu narzędzia product placement
Promotion of hotels using product placement

Summary/Abstract: For a product to be selected by potential clients from others, companies (including hotels) have to use more and more modern forms of communication with the market. One of such forms of communication with the market is certainly a product placement. Product placement is to place a product (in the case of this subject – hotels) in the middle of media (radio, television, video games, theater, etc.) in such a way that a potential customer has purchased a product without the use of open advertisement. This article aims to organize theoretical issues relating to product placement, with particular emphasis on the specifics of the hotels and to present a case study of the hotels using this solution. The content of this article in the theoretical part is a result of the use of research methods in the form of literature and industry reports analysis, while in the empirical part − case study analysis of Polish hotels, which used product placement to promote their services.

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