This master thesis deals with Czech television commercial products in relation to cooperation with media houses. The objective is to evaluate the presence of commercial products in Czech Television using qualitative and quantitative research, taking into consideration the part of the viewer, and advertiser of individual campaigns focusing on media houses. The thesis consists of two parts. The first theoretical part introduces the issue of commercial communication, characteristics and measurability of media. Further, it deals with media influence of Czech Television, including commercial products which may be used in broadcasting. The second part looks into the implementation process of barter between Czech Television and media house. After that, there are secondary data obtained from the project MML-TGI and primary data from the questionnaire survey analyzed. Fi-nally are presented interviews with practitioners who provide a comprehensive view of the ongoing barter cooperation.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193490 |
| Date | January 2014 |
| Creators | Dubská, Markéta |
| Contributors | Pešek, Ondřej, Zamazalová, Marcela |
| 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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