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National Repository of Grey Literature

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Kreativita v mediálním plánování Pošepná, Tereza ; Puchýř, Milan (advisor) Úvod do problematiky mediálního plánování, marketingová strategie a mediální plánování, proces mediálního plánování, brief, tvorba strategie, faktory ovlivňující výběr médií, lokality a načasování kampaně, mediální ukazatele, post-buy analýza, kreativní mediální strategie, trh telekomunikačních služeb v České republice, plánování médií pro společnost Vodafone, použití alternativních médií v re-brandingové kampani Detailed record

Guerilla marketing and its application in commercial communications Klimeš, Tomáš ; Postler, Milan (advisor) ; Pošepná, Tereza (referee) The diploma thesis introduces Guerilla marketing as an unconventional method of commercial communication. The basics of traditional marketing are described in the first part of the work. Afterwards, the types of Guerilla marketing are presented whereas their advantages and possibilities are identified using practical examples. The consumers attitude toward the unconventional commercial communication is analyzed with the help of executed survey. Detailed record

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