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National Repository of Grey Literature

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Prelínanie parametrov kreativity verzus efektivity v reklame očami odbornej a širokej verejnosti Horváthová, Martina ; Mikeš, Jiří (advisor) Diplomová práca sa zaoberá vzájomným vzťahom medzi kreativitou a efektivitou v reklame. V teoretickej časti sú vymedzené pojmy ako marketingová komunikácia, komerčné komunikácie a reklama. V ďalšej časti nasleduje vysvetlenie pojmov efektivita a kreativita, spôsoby ich merania, súťaže a práce v nich úspešné. Následne sú porovnané výsledky súťaží kreativity a efektivity. Posledná časť rozoberá vzťah efektivity a kreativity na základe výsledkov vlastného výskumu formou elektronického dotazovania. Zavŕšením práce je porovnanie výsledkov súťaží a dotazovania a vyvodenie záverov. Detailed record

Kreativní využití jednotlivých media typů při mediálním plánování Preuhslerová, Monika ; Postler, Milan (advisor) ; Babický, Jan (referee) Práce analyzuje možnosti, které nabízí český trh reklamním zadavatelům vyvíjejícím tlak na kreativitu jak na mediální, tak na kreativní agentury. Práce se také zabývá otázkami, zda je nutné být vždy a za každou cenu kreativní a jaká kreativita je efektivní. Jednotlivé kapitoly jsou věnovány možnostem konkrétních media typů včetně analýzy obecné situace na českém trhu. Detailed record

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