Original title: The Functions of Traditional and New Media In the Push Towards Impact- Based Advertising
Translated title: Functions of Traditional and New Media in the Push towards Impact- based Advertising
Authors: Kaston, Josh ; Král, Petr (advisor) ; Karlíček, Miroslav (referee)
Document type: Master’s theses
Year: 2009
Language: eng
Publisher: Vysoká škola ekonomická v Praze
Abstract: [eng] [cze]
The study covers both new and traditional media channels in relation to impact based advertising. It creates a new eight factors model that attempts to highlight the stregths and weaknesses of ten different media types. The study also focuses on the current and future trends of marketing. Diplomová práce pokrývá jak nová tak tradiční média v souvislosti s impact- based reklamou. V práci je vytvořen nový model 8 faktorů, jehož smyslem je vystihnout silné a slabé stránky deseti různých médií. Diplomová práce se také zabývá novými a budoucími trendy v marketingu.
Keywords: advertising; marketing; marketing communication; media; marketing; marketingová komunikace; média; reklama

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/14878

Permalink: http://www.nusl.cz/ntk/nusl-10848


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses