The aim of my diploma thesis was to present a comprehensive view of OOH advertising in Czech republic, assess the current situation and outline the direction in which this form of advertising has great potential for further development and which way could this form of advertising lead, especially if we consider innovative technologies within the in-store advertising. The theoretical and methodological part defines OOH advertising within the marketing mix and marketing communication, mentiones its history, advantages and disadvantages, divides OOH formats according to location and use. I focused on the principles of creation OOH advertising, legislation that regulates this form of advertising, I have devoted the measurement of indoor and outdoor advertising, and described the process of planning OOH advertisement. Then I descrived the current situation in the Czech market, new trends OOH communication,which I followed in the practical part. The practical part is based on the theoretical part. It includes information about the company UGO! Media, its materials and products that can be used for in-store advertising. I also mention implemented campaigns and research that was related to the efficiency of the basic material UGO! Media and eventually devote my one research, which relates to the use of products offered by UGO! in a concrete point of sale. The conclusion sums up all the important parameters learned from the research, provides recommendation for further use UGO! product sales in a given location and general evaluation of potential in the use of new technologies in-store advertising.

Submitted by Biblioteca da Faculdade de Farmácia (bff@ndc.uff.br) on 2018-03-12T16:30:47Z No. of bitstreams: 1 PAULA AMARAL MARCOLINO - MESTRADO.pdf: 1108247 bytes, checksum: d4876accb5b7867b72fdcbecf1ee77e7 (MD5) / Made available in DSpace on 2018-03-12T16:30:47Z (GMT). No. of bitstreams: 1 PAULA AMARAL MARCOLINO - MESTRADO.pdf: 1108247 bytes, checksum: d4876accb5b7867b72fdcbecf1ee77e7 (MD5) / A vigilância pós-comercialização realizada através da notificação de eventos adversos (EA) e de queixas técnicas (QT) por profissionais de saúde e pela população, possibilita a proteção à saúde na medida em que origina o aperfeiçoamento do conhecimento sobre os efeitos de um determinado produto, proporcionando maior garantia da segurança e da qualidade dos mesmos. O objetivo deste estudo transversal com caráter descritivo foi investigar a prática da vigilância pós-comercialização de medicamentos entre farmacêuticos que atuam em farmácias comunitárias do município de Niterói pela utilização do sistema NOTIVISA. O projeto foi aprovado pelo comitê de ética em pesquisa do Hospital Universitário Antônio Pedro da UFF. A metodologia utilizada foi a aplicação de um questionário estruturado para farmacêuticos do município e de outro questionário em usuários de medicamentos. O estudo teve duração de 1 mês e contou com a participação de 181 pessoas, dentre elas 61 farmacêuticos e 120 usuários. O resultado demonstrou que os farmacêuticos têm conhecimento sobre a ferramenta NOTIVISA, mas têm dúvidas na sua utilização devido à ausência de treinamento para tal. Além de receberem poucos casos suspeitos de eventos adversos a medicamentos, raros são notificados. Há ainda muitas barreiras para a efetivação do profissional no mercado, principalmente o reconhecimento no trabalho do farmacêutico por parte da população, a falta de tempo para prática da atenção farmacêutica e a melhor capacitação do profissional. O baixo percentual de notificação no NOTIVISA demonstra que, são necessárias intervenções educativas como forma de aumentar as notificações e colaborar desta forma, para uma saúde de melhor qualidade / Post-marketing surveillance through the reporting of adverse events (AE) and product complaints (PC) by health professionals and the population, enables health protection as it leads to improved knowledge about the effects of a product, providing greater assurance of the safety and quality of the same. The purpose of this descriptive cross-sectional study was to investigate the knowledge and practice of post-marketing surveillance of medications among pharmacists working in community pharmacies in the city of Niterói, using the NOTIVISA system. The project was approved by the research ethics committee of the University Hospital Antônio Pedro da UFF .The methodology used was the application of a structured questionnaire for pharmacists in the municipality and another questionnaire in drug users. The study lasted 2 months and had the participation of 181 people, among them 61 pharmacists and 120 users. The result showed that pharmacists are aware of the NOTIVISA tool, but have doubts about its use due to the lack of training. In addition to receiving few suspected adverse medications events, rare are reported. There are still many barriers to the effectiveness of the professional in the market, especially the recognition in the work of the pharmacist by the population, the lack of time to practice pharmaceutical care and the better qualification of the professional. The low percentage of notification in NOTIVISA demonstrates that it is necessary that educational interventions must be adopted in order to stimulate and enhance the notifications, and thus collaborate for better health