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National Repository of Grey Literature

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Media planning and its use in commercial communication Novotná, Martina ; Postler, Milan (advisor) ; Blodigová, Lenka (referee) Media and media types, development and efficiency of media, media market, media researches and indicators, media planning, situation analyze,objectives, strategies, media plan for campaign of McDonald Detailed record

Changes in media communication and trends in their development Hádková, Lenka ; Postler, Milan (advisor) ; Blodigová, Lenka (referee) Diplomová práce popisuje oblast komerčních komunikací a současnou situaci na mediálním trhu v ČR. Stručně provádí mediálním plánováním a zahrnuje praktickou analýzu mediálního chování dvou vybraných cílových skupin. S vývojem společnosti klesá konzumace tradičních médií a objevují se moderní způsoby, jak spotřebitele ovlivnit. Nové trendy jsou zařazeny s ohledem na jejich využití v ČR a doplněny příklady ze zahraničí. Závěr shrnuje odhady vývoje mediální sféry v kratší časové perspektivě. Detailed record

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