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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Axe brand on Czech market since 2004
 Trojanová, Alžběta ; Hejlová, Denisa (advisor) ; Dolanský, Pavel (referee)
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Targeting advertising on TV
 Michelfeit, Radek ; Černá, Jitka (advisor) ; Štědroň, Bohumír (referee)
The thesis is firstly focused on television broadcasting. The author briefly describes the development of television broadcasting and the market specifics of TV stations. Then he describes the operation as well as financing issues of TV stations. The commercial broadcasters are dependent on revenues from advertising, so this issue is appropriately emphasized in the thesis. Then the thesis deals with targeted advertising on television from the perspective of advertisers. It describes their approach to targeted marketing, the criteria for selecting appropriate media for advertising message, suitable television channel, programme and type of advertising message. Describes the electronic audience measurement which helps to position the TV ads properly. Author also proposes the use of viewer satisfaction surveys for more effective positioning of TV ads. The last part is devoted to research of targeted advertising on TV Barrandov and observes if it is possible to place the TV spots properly according to the selected target group.
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