Diplomová práce je zaměřena na komunikační mix vybrané události (eventu). Touto událostí je “Festival otevřených sklepů”, pořádaný neziskovou organizací Nadace Partnerství, o.p.s. ve městě Znojmě v dubnu 2010. Cílem práce je kriticky analyzovat stávající komunikační mix, předložit návrhy na zlepšení současného stavu. Přínosem diplomové práce, po případné implementaci závěrů, by mělo být zvýšení návštěvnosti následujícího “Festivalu otevřených sklepů” na podzim roku 2010.

Made available in DSpace on 2016-04-28T19:58:40Z (GMT). No. of bitstreams: 1 Maria Conceicao Moreira de Almeida Souza.pdf: 619021 bytes, checksum: 426fdeb52cf0ca12af216660f60021cf (MD5) Previous issue date: 2011-05-16 / This thesis presents a study of the novel Dias & Dias , by writer Ana Miranda. In the study, it is intended to highlight the poetic force of the novel and some of its countless possible interpretations. From the literature search that covered several theories of the literary field, the study was developed into three chapters. In the first, the discussions were focused on the creative strategy by Ana Miranda. In the second, the historical game / fictional was discussed. In the last chapter, we seek to unravel the multiple ramifications of the characters based on the theory of the double backed by reflections of scholars of the literature and psychology fields / Esta dissertação apresenta um estudo do romance Dias & Dias, da escritora Ana Miranda. No estudo, intentamos evidenciar a força poética do romance e algumas de suas inúmeras faces possíveis de interpretação. A partir de pesquisa bibliográfica que abrangeu diversas teorias do campo literário, desenvolvemos o estudo em três capítulos. No primeiro, as reflexões foram voltadas para a estratégia criativa de Ana Miranda. No segundo, discutiu-se sobre o jogo histórico/ficional. No último capítulo, buscamos desvendar os múltiplos desdobramentos das personagens, com base na teoria do duplo respaldados por reflexões de teóricos da literatura e psicologia

Thesis describes the role of creative concepts in ATL and integrated communication. Due to the detail analysis of the advertising creation process defines the key aspects for effective setting of the complex communication campaigns and creative concepts.

This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting to defined age group of consumers and it also defines the effective use of online ad formats.