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Využití celebrit v mediální marketingové komunikaci / Celebrities Involvement in Media Marketing Communication

Main purpose of this thesis is to bring a reader into the problem of celebrity involvement in media marketing communication. In the thesis I explain the basic terms of celebrity marketing, consumer behavior, reference groups, marketing communication and celebrity endorsement. The application part focuses on my own research concerning the attitude of the Czech population sample to the advertisements with celebrities.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:75215
Date January 2009
CreatorsUhrynová, Iva
ContributorsKoudelka, Jan, Vávra, Oldřich
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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