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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Building of the brand Ráááádio Impuls
 Mindžak, Petr ; Halík, Jaroslav (advisor) ; Malý, Josef (referee)
The work traces the Ráááádio Impuls brand building from 2004 to 2009 focussing mainly on Rádio Impuls' marketing communication on the field of brand building. The work draws upon the findings of the brand building theory and offers a comprehensive overview of the situation on the Czech radio market and a deep analysis of the Ráááádio Impuls brand building. It defines the radio's brand values and explores its communication during the advertising campaigns. The work also mentions how the radio's communication changed in relation to its cooperation with different creative agencies.
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