. . . . "The world of advertising and man as a consumer"@en . "236"^^ . "48808" . "Pavli\u010D\u00EDkov\u00E1, Helena" . "978-80-7394-475-9" . "Sv\u011Bt reklamy a \u010Dlov\u011Bk jako spot\u0159ebitel"@cs . . "1" . "\u010Cesk\u00E9 Bud\u011Bjovice" . . "RIV/60076658:12410/14:43887761" . . "The world of advertising and man as a consumer"@en . "Sv\u011Bt reklamy a \u010Dlov\u011Bk jako spot\u0159ebitel"@cs . "Sv\u011Bt reklamy a \u010Dlov\u011Bk jako spot\u0159ebitel" . "RIV/60076658:12410/14:43887761!RIV15-MSM-12410___" . "Jiho\u010Desk\u00E1 univerzita v \u010Cesk\u00FDch Bud\u011Bjovic\u00EDch" . "1"^^ . "Tato kapitola se zab\u00FDv\u00E1 reklamou. Reklama p\u0159edstavuje jeden z kl\u00ED\u010Dov\u00FDch komponent\u016F, kter\u00FD je nezbytn\u00FD pro \u00FAsp\u011B\u0161n\u00E9 fungov\u00E1n\u00ED pr\u016Fmyslov\u00FDch podnik\u016F, nevl\u00E1dn\u00EDch organizac\u00ED \u010Di politick\u00FDch stran. Soust\u0159ed\u00ED se na formy, c\u00EDle a prost\u0159edky reklamn\u00EDch sd\u011Blen\u00ED, kter\u00E9 jsou nezbytn\u00E9 pro osloven\u00ED c\u00EDlov\u00E9 skupiny. Znalost z\u00E1kladn\u00EDch princip\u016F, na kter\u00FDch je postavena reklama, n\u00E1m pom\u00E1h\u00E1 pochopit argumentaci reklamn\u00EDho sd\u011Blen\u00ED a p\u0159ekonat p\u0159ek\u00E1\u017Eky, kter\u00E9 vznikaj\u00ED v jednotliv\u00FDch segmentech trhu." . . "12410" . "Sv\u011Bt reklamy a \u010Dlov\u011Bk jako spot\u0159ebitel" . . "1"^^ . "Tato kapitola se zab\u00FDv\u00E1 reklamou. Reklama p\u0159edstavuje jeden z kl\u00ED\u010Dov\u00FDch komponent\u016F, kter\u00FD je nezbytn\u00FD pro \u00FAsp\u011B\u0161n\u00E9 fungov\u00E1n\u00ED pr\u016Fmyslov\u00FDch podnik\u016F, nevl\u00E1dn\u00EDch organizac\u00ED \u010Di politick\u00FDch stran. Soust\u0159ed\u00ED se na formy, c\u00EDle a prost\u0159edky reklamn\u00EDch sd\u011Blen\u00ED, kter\u00E9 jsou nezbytn\u00E9 pro osloven\u00ED c\u00EDlov\u00E9 skupiny. Znalost z\u00E1kladn\u00EDch princip\u016F, na kter\u00FDch je postavena reklama, n\u00E1m pom\u00E1h\u00E1 pochopit argumentaci reklamn\u00EDho sd\u011Blen\u00ED a p\u0159ekonat p\u0159ek\u00E1\u017Eky, kter\u00E9 vznikaj\u00ED v jednotliv\u00FDch segmentech trhu."@cs . . "Hejtman, Pavel. Pavli\u010D\u00EDkov\u00E1 Helena (Eds.): Spot\u0159ebn\u00ED spole\u010Dnost a jej\u00ED reflexe ve v\u00FDuce spole\u010Densk\u00FDch v\u011Bd a v\u00FDchovy k ob\u010Danstv\u00ED" . "Advertising - media literacy - civic education"@en . "I" . . "The chapter deals with advertising, which represents one of the important conditions of successful functioning of an industrial enterprise, non-governmental organisation or political parties. The attention is focused on forms, goals and means of advertising that are necessary for addressing the target groups. Being familiar with the basic modes of operation employed by advertising helps us to assess its argumentation and to overcome various obstacles arising from the respektive segments of the market."@en . "[4F618C82B170]" . . "21"^^ .