"1"^^ . "RIV/61988987:17250/08:A0900RBD!RIV09-MSM-17250___" . . "Ostrava" . . "Kniha pojedn\u00E1v\u00E1 o z\u00E1kladn\u00EDch pojmech komunikace obecn\u011B, o masov\u00E9 komunikaci a jej\u00EDch m\u00E9di\u00EDch od prvopo\u010D\u00E1tku po sou\u010Dasnost a p\u0159edev\u0161\u00EDm o marketingov\u00E9 komunikaci a marketingov\u00E9m komunika\u010Dn\u00EDm mixu. N\u00E1sleduj\u00EDc\u00ED \u010D\u00E1st je zam\u011B\u0159ena na reklamu jako z\u00E1kladn\u00ED propaga\u010Dn\u00ED aktivitu marketingov\u00E9ho komunika\u010Dn\u00EDho mixu a jej\u00ED c\u00EDle glob\u00E1ln\u00ED i etapov\u00E9."@cs . "S" . . . "Kn\u00ED\u017Eka o reklam\u011B" . "978-80-7368-533-1" . . "Srpov\u00E1, Hana" . "198"^^ . "Kn\u00ED\u017Eka o reklam\u011B" . . "Kn\u00ED\u017Eka o reklam\u011B" . . . "374942" . "[50152776D78B]" . . . "Kn\u00ED\u017Eka o reklam\u011B"@cs . "RIV/61988987:17250/08:A0900RBD" . . "Kn\u00ED\u017Eka o reklam\u011B"@cs . "mass communication; marketing communication; commercials; advertisements; language; Czech language; grammar"@en . . "The author analyses and specifies the key terminology used in this monograph. The central terms are communication and mass communication. The text offers also various mass media classifications. Then the author specifies the term marketing communication. Next chapters deal with the theory of the most aggressive part of the mix - advertising discourse. Here, the author defines its content and extent, specifies its goals (global and partial), its various forms, and advertising media. The substantial part of the book is dedicated to the language and style of the Czech advertisements."@en . "Ostravsk\u00E1 univerzita v Ostrav\u011B. Filozofick\u00E1 fakulta" . . "Book on Commercials"@en . "Kniha pojedn\u00E1v\u00E1 o z\u00E1kladn\u00EDch pojmech komunikace obecn\u011B, o masov\u00E9 komunikaci a jej\u00EDch m\u00E9di\u00EDch od prvopo\u010D\u00E1tku po sou\u010Dasnost a p\u0159edev\u0161\u00EDm o marketingov\u00E9 komunikaci a marketingov\u00E9m komunika\u010Dn\u00EDm mixu. N\u00E1sleduj\u00EDc\u00ED \u010D\u00E1st je zam\u011B\u0159ena na reklamu jako z\u00E1kladn\u00ED propaga\u010Dn\u00ED aktivitu marketingov\u00E9ho komunika\u010Dn\u00EDho mixu a jej\u00ED c\u00EDle glob\u00E1ln\u00ED i etapov\u00E9." . . "198"^^ . "1"^^ . . . . "Book on Commercials"@en . "17250" . "182" . .