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National Repository of Grey Literature

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Celebrities in advertisment for alcoholic beverages Vrátil, Jiří Mgr. ; Koudelka, Jan (advisor) ; Kališová, Libuše (referee) Cílem práce bylo vytvořit doporučení pro výběr celebrity do reklamy na alkoholické nápoje, respektive tří tuzemských značek (Becherovka, Absinth a Královská medovina). Uvádím použitou metodiku, dále se věnuji vlastnímu výběru značek alkoholických nápojů (proč jsem se rozhodl pro dané brandy) a předkládám stručnou charakteristiku jak nápojů, tak výrobců, pro které mohou být výstupy mé práce zejména užitečné. Následuje výběr charakteristik a vlastností člověka, jež by měly odpovídat image jednotlivých značek alkoholických nápojů a výběr celebrit potenciálně vhodných k propagaci zvolených značek. Poté prezentuji výsledky vlastního marketingového šetření, jehož hlavním cílem byl výběr celebrit vhodných k propagaci výše jmenovaných nápojů (doplňkově jsem pak na základě zmíněného výzkumu určil optimální prostředí pro exekuci reklamy). Detailed record

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