"The processes of globalisation and integration make the questions relevant to cultural diversity of European countries highly actual. Understanding, managing and application of existing cultural differences inside the single European market is one of thefundamental tasks of effective marketing activities of Czech businesses. The goal of the project is to focus on cultural environment of the Czech Republic and EU countries and find its influence on specific spheres of marketing, e.g. advertising. Disregard of cultural influence for ads production results in fundamental reduction of its effectiveness on one hand and in deepening negative attitude towards advertising in general on the other hand. Project would follow existing and published results of researches accomplished by the applicant and its output will be both detailed analysis of cultural aspects of Czech and European advertising including definition of the Czech advertising style and detailed recommendations for production marketing and"@en . "GA402/06/0509" . . . " localisation" . . . "14"^^ . "14"^^ . . "advertising; adaptace; localisation; cultural dimension; ads strategy"@en . " cultural dimension" . . . "2008-04-25+02:00"^^ . "0"^^ . "1"^^ . "2006-01-01+01:00"^^ . "1"^^ . . . . . "Center of grant project Cultural aspects of Czech and European advertising was analysis of cultural environment of the Czech Republic and EU member states to specify it's influence in the area of advertising. Set primary goal was to specify influence of"@en . "Cultural aspects of Czech and European Advertising"@en . " adaptace" . . "Procesy globalizace a integrace \u010Din\u00ED ot\u00E1zky kulturn\u00ED diverzity evropsk\u00FDch zem\u00ED st\u00E1le v\u00EDce aktu\u00E1ln\u00ED. Pozn\u00E1n\u00ED, zvl\u00E1dnut\u00ED a vyu\u017Eit\u00ED znalost\u00ED kulturn\u00EDch rozd\u00EDl\u016F existuj\u00EDc\u00EDch uvnit\u0159 jednotn\u00E9ho evropsk\u00E9ho trhu je jedn\u00EDm ze z\u00E1kladn\u00EDch p\u0159edpoklad\u016F efektivn\u00EDho marketingu \u010Desk\u00FDch podnikatelsk\u00FDch subjekt\u016F. C\u00EDlem navrhovan\u00E9ho projektu je zam\u011B\u0159it se na kulturn\u00ED prost\u0159ed\u00ED \u010Cesk\u00E9 republiky a zem\u00ED EU a podchytit jejich vliv ve specifick\u00E9 oblasti marketingu, tj. v oblasti reklamy. Nerespektov\u00E1n\u00ED kulturn\u00EDch vliv\u016F v reklamn\u00ED tvorb\u011B vede na jedn\u00E9 stran\u011B k z\u00E1sadn\u00EDmu sn\u00ED\u017Een\u00ED jej\u00ED efektivnosti a \u00FA\u010Dinnosti, na stran\u011B druh\u00E9 i k prohlubuj\u00EDc\u00EDm se negativn\u00EDm postoj\u016Fm ve\u0159ejnosti v\u016F\u010Di reklam\u011B jako takov\u00E9. Projekt by nav\u00E1zal na ji\u017E existuj\u00EDc\u00ED a publikovan\u00E9 v\u00FDzkumy navrhovatele a jeho v\u00FDstupem bude jak podrobn\u00E1 anal\u00FDza kulturn\u00EDch aspekt\u016F \u010Desk\u00E9 a evropsk\u00E9 reklamy v\u010Detn\u011B definov\u00E1n\u00ED \u010Desk\u00E9ho reklamn\u00EDho stylu, tak i konkr\u00E9tn\u00ED doporu\u010Den\u00ED pro tvorbu marketingov\u00E9 a kreativn\u00ED strategie ur\u010Den\u00E9 pro zadavatele i tv\u016Frce \u010Desk\u00E9 reklamy a" . . "Kulturn\u00ED aspekty \u010Desk\u00E9 a evropsk\u00E9 reklamy" . . "http://www.isvav.cz/projectDetail.do?rowId=GA402/06/0509"^^ . "advertising" . "Podstatou grantov\u00E9ho \u00FAkolu Kulturn\u00ED aspekty \u010Desk\u00E9 a evropsk\u00E9 reklamy byla anal\u00FDza kulturn\u00EDho prost\u0159ed\u00ED \u010Cesk\u00E9 republiky a zem\u00ED EU a podchycen\u00ED jej\u00EDho vlivu v oblasti reklamy. Stanoven\u00FDm c\u00EDlem bylo specifikovat vliv \u010Desk\u00E9 kultury do oblasti reklamn\u00ED kreati"@cs . . "2009-10-22+02:00"^^ . . . . "2008-12-31+01:00"^^ .