The aim of the diploma thesis "New media and their use in public awareness campaigns" is to formulate guidelines and recommendations for the use of new media in awareness campaigns. The the methods of analysis and synthesis are used in this thesis. The thesis is divided into four chapters. The first chapter deals with new media in terms of marketing communications. The second chapter focuses on the definition of social marketing and public awareness campaigns. The third chapter deals with the analysis of four public awareness campaigns that have been used new media. The fourth chapter presents the principles and recommendations for more effective use of new media in public awareness campaigns. Respect for these principles and recommendations shoult help to future effective use of new media.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:18629 |
| Date | January 2009 |
| Creators | Jurašková, Kateřina |
| Contributors | Postler, Milan, Svátek, Jan |
| 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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