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National Repository of Grey Literature

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Comparison of sponsorship activities of Radio Impuls and RockZone 105,9 Kelblová, Kateřina ; Postler, Milan (advisor) ; Štíhelová, Kristýna (referee) This thesis examines how sponsorship is used by media and especially by radios. A definition of sponsorsip is given and most important kinds of this commercial communication tool are desribed. The thesis also covers the impact of sponsorsip on bookeeping of a firm, methods of measuring the efficiency of sponsorship and its specifics in the field of media. Sponsorship activities of the biggest Czech private radio are compared with those of a local private radio. The most significant differences are analysed. Detailed record

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