This work deals with television audience measurement in the Czech Republic as a tool for planning advertising campaigns, television programming and support for corporate strategy of television organizations. The work presents the theoretical context of media research and summarizes the development of television market in the Czech Republic and the history of television audience measurement - from diary research project through the "Mediaprojekt" to the present method of measuring television audience with people metres that the author presents in detail. The work denotes the future of people meter measurement in the period 2013-2017 and compares Czech TV audience measurement project with similar projects in selected European countries. In the second part of work, author focuses on awareness about people meter project, both among the general public and professionals, using the online survey. The preparation of the research project is followed by its implementation and evaluation of results of this research. At the end of the work, marketing recommendations for the research agency are given, based on the results of research.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113466 |
| Date | January 2011 |
| Creators | Chlebounová, Pavla |
| Contributors | Zamazalová, Marcela, Postler, Milan |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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