Měření efektivnosti reklamy

Show simple item record
dc.contributor.authorStaňková, Pavla
dc.date.accessioned2016-01-15T08:12:30Z
dc.date.available2016-01-15T08:12:30Z
dc.date.issued2011
dc.description.abstract-translatedThe article is aimed at problems with measuring efficiency of advertising. The article is divided into several parts which are tied together and proceed from the complex notion of effectiveness to the specific problems of efficiency focusing on measuring advertising efficiency. The first part of the article is devoted to the analysis of the notions related to effectiveness, espe- cially determination of the role of effectiveness in terms of its complex conception and all its forms: • effectiveness in neutral meaning, • effectiveness as expediency, • effectiveness as efficiency, • effectiveness as profitability, • economic efficiency, • total effectiveness, • prosperity. The analysis of notions such marketing communication, advertising, advertising campaign, publicity action has been carried out, too. The theoretic objectives of the thesis are completed by different approaches to measuring advertising efficiency according to the particular literary sources and authors, such Tellis, Pelsmacker, Horáková, Lyková, Dayan, Schultz, Kinnear, Taylor, Vysekalová and others. The theoretic objectives of the thesis are followed by the research where the contemporary situation in measuring advertising efficiency in business practice is surveyed, especially in these businesses: • small, middle-sized and large companies, • advertising agencies, • research institutes, • media agencies, • marketing agencies. At the end of the article the used methods of measuring advertising efficiency has been outlined. It is obvious that the methodology, method database and the advertising audit must be adapted to the particular conditions in companies namely from the macro- and micro- environment view, e.g. company size, sector, marketing and advertising strategy, used advertising media, communication aim, advertising budget, target group, etc.en
dc.format13 s.cs
dc.format.mimetypeapplication/pdf
dc.identifier.citationE+M. Ekonomie a Management = Economics and Management. 2011, č. 3, s. 117-129.cs
dc.identifier.issn1212-3609 (Print)
dc.identifier.issn2336-5604 (Online)
dc.identifier.urihttp://www.ekonomie-management.cz/download/1346065781_8bfb/2011_03_stankova.pdf
dc.identifier.urihttp://hdl.handle.net/11025/17408
dc.language.isocscs
dc.publisherTechnická univerzita v Libercics
dc.relation.ispartofseriesE+M. Ekonomie a Management = Economics and Managementcs
dc.rights© Technická univerzita v Libercics
dc.rightsCC BY-NC 4.0cs
dc.rights.accessopenAccessen
dc.subjectúčinnostcs
dc.subjectefektivnostcs
dc.subjectziskovostcs
dc.subjectprosperitacs
dc.subject.translatedeffectivenessen
dc.subject.translatedefficiencyen
dc.subject.translatedprofitabilityen
dc.subject.translatedprosperityen
dc.titleMěření efektivnosti reklamycs
dc.title.alternativeMeasuring of advertising efficiencyen
dc.typečlánekcs
dc.typearticleen
dc.type.statusPeer-revieweden
dc.type.versionpublishedVersionen

Files

Original bundle
Showing 1 - 1 out of 1 results
No Thumbnail Available
Name:
2011_03_stankova.pdf
Size:
174.04 KB
Format:
Adobe Portable Document Format
Description:
Plný text
Download
License bundle
Showing 1 - 1 out of 1 results
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download

Collections

Číslo 3 (2011)
Číslo 3 (2011)
 OPEN License Selector