. "1"^^ . "V sou\u010Dasn\u00E9m obdob\u00ED siln\u00E9 konkurence, kdy v\u00FDrobky, jejich kvalita a parametry jsou t\u00E9m\u011B\u0159 toto\u017En\u00E9, je z\u0159ejm\u00E9, \u017Ee hlavn\u00ED konkuren\u010Dn\u00ED v\u00FDhoda bude spo\u010D\u00EDvat zejm\u00E9na na \u00FArovni doprovodn\u00FDch slu\u017Eeb a komunikaci podniku s potenci\u00E1ln\u00EDmi z\u00E1kazn\u00EDky. V r\u00E1mci marketingov\u00E9 komunikace z\u00EDsk\u00E1vaj\u00ED \u010Dasto podniky konkuren\u010Dn\u00ED v\u00FDhodu pomoc\u00ED reklamy. Je v\u0161ak d\u016Fle\u017Eit\u00E9 si uv\u011Bdomit, \u017Ee krom\u011B n\u00E1vrhu, p\u0159\u00EDpravy a realizace reklamy je nezbytnou sou\u010D\u00E1st\u00ED reklamn\u00EDho procesu spr\u00E1vn\u011B zm\u011B\u0159it v\u00FDsledky, vyhodnotit je a vyvodit z\u00E1v\u011Bry tak, aby byly aplikov\u00E1ny do dal\u0161\u00ED praktick\u00E9 \u010Dinnosti. C\u00EDlem p\u0159\u00EDsp\u011Bvku je p\u0159edlo\u017Eit takovou metodiku m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy v podniku, kter\u00E1 bude srozumiteln\u00E1, jednoduch\u00E1, finan\u010Dn\u011B i \u010Dasov\u011B nen\u00E1ro\u010Dn\u00E1 a bude dodr\u017Eena m\u00EDra ur\u010Dit\u00E9 vypov\u00EDdac\u00ED schopnosti. \u00DAsp\u011B\u0161nost m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy z\u00E1vis\u00ED zejm\u00E9na na spr\u00E1vn\u00E9m v\u00FDb\u011Bru metodiky, na spr\u00E1vn\u00E9 volb\u011B metody, na spr\u00E1vn\u00E9m pou\u017Eit\u00ED t\u00E9to metody v praxi, na spr\u00E1vn\u00E9m vyhodnocen\u00ED v\u00FDsledk\u016F a jejich prezentaci."@cs . . . "Z(MSM 265300021)" . . . "2004-01-01+01:00"^^ . "Metodika m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy jako n\u00E1stroj konkuren\u010Dn\u00ED schopnosti podniku" . . "165-169" . "[0898488F2EFF]" . "573223" . . . "Sta\u0148kov\u00E1, Pavla" . "In contemporary epoch high competition; when products; their quality and parameter are as good as identical; is a broad; that basic competitive advantage it'd be consist especially in level of the attendant service trades and communication between company potential customer. Intra marketing communication often company obtain competitive advantage by means of the advertising. Is however consequential awake; that bar design; preparing and realization advertising is a necessary part of advertising process correctly measure results; evaluation and deduce such as to was application into another effectual activities. the main aim of this article is it bring up such methodology measurement effectiveness advertising in the company; that it'd be comprehensible; homely; financial and up to date unpretending and compliance extent certain predicate ability. Successfull measurement effectiveness advertising depend especially in a correct access methodology; in a correct options method; in a correct application th\u2026"@en . . . . . "28120" . . "5"^^ . . . "Univerzita Tom\u00E1\u0161e Bati ve Zl\u00EDn\u011B" . . "RIV/70883521:28120/04:63502233" . "V sou\u010Dasn\u00E9m obdob\u00ED siln\u00E9 konkurence, kdy v\u00FDrobky, jejich kvalita a parametry jsou t\u00E9m\u011B\u0159 toto\u017En\u00E9, je z\u0159ejm\u00E9, \u017Ee hlavn\u00ED konkuren\u010Dn\u00ED v\u00FDhoda bude spo\u010D\u00EDvat zejm\u00E9na na \u00FArovni doprovodn\u00FDch slu\u017Eeb a komunikaci podniku s potenci\u00E1ln\u00EDmi z\u00E1kazn\u00EDky. V r\u00E1mci marketingov\u00E9 komunikace z\u00EDsk\u00E1vaj\u00ED \u010Dasto podniky konkuren\u010Dn\u00ED v\u00FDhodu pomoc\u00ED reklamy. Je v\u0161ak d\u016Fle\u017Eit\u00E9 si uv\u011Bdomit, \u017Ee krom\u011B n\u00E1vrhu, p\u0159\u00EDpravy a realizace reklamy je nezbytnou sou\u010D\u00E1st\u00ED reklamn\u00EDho procesu spr\u00E1vn\u011B zm\u011B\u0159it v\u00FDsledky, vyhodnotit je a vyvodit z\u00E1v\u011Bry tak, aby byly aplikov\u00E1ny do dal\u0161\u00ED praktick\u00E9 \u010Dinnosti. C\u00EDlem p\u0159\u00EDsp\u011Bvku je p\u0159edlo\u017Eit takovou metodiku m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy v podniku, kter\u00E1 bude srozumiteln\u00E1, jednoduch\u00E1, finan\u010Dn\u011B i \u010Dasov\u011B nen\u00E1ro\u010Dn\u00E1 a bude dodr\u017Eena m\u00EDra ur\u010Dit\u00E9 vypov\u00EDdac\u00ED schopnosti. \u00DAsp\u011B\u0161nost m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy z\u00E1vis\u00ED zejm\u00E9na na spr\u00E1vn\u00E9m v\u00FDb\u011Bru metodiky, na spr\u00E1vn\u00E9 volb\u011B metody, na spr\u00E1vn\u00E9m pou\u017Eit\u00ED t\u00E9to metody v praxi, na spr\u00E1vn\u00E9m vyhodnocen\u00ED v\u00FDsledk\u016F a jejich prezentaci." . . . "Metodika m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy jako n\u00E1stroj konkuren\u010Dn\u00ED schopnosti podniku" . . "80-7318-179-7" . . . "Zl\u00EDn" . "Metodika m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy jako n\u00E1stroj konkuren\u010Dn\u00ED schopnosti podniku"@cs . "Zl\u00EDn" . "Methodology for Measurement Efficiency of Advertising as a Tool of the Enterprise Competitive Ability"@en . "In contemporary epoch high competition, when products, their quality and parameter are as good as identical, is a broad, that basic competitive advantage it'd be consist especially in level of the attendant service trades and communication between company potential customer. Intra marketing communication often company obtain competitive advantage by means of the advertising. Is however consequential awake, that bar design, preparing and realization advertising is a necessary part of advertising process correctly measure results, evaluation and deduce such as to was application into another effectual activities. the main aim of this article is it bring up such methodology measurement effectiveness advertising in the company, that it'd be comprehensible, homely, financial and up to date unpretending and compliance extent certain predicate ability. Successfull measurement effectiveness advertising depend especially in a correct access methodology, in a correct options method, in a correct appl"@en . . . "1"^^ . "Methodology for Measurement Efficiency of Advertising as a Tool of the Enterprise Competitive Ability"@en . "V\u00FDsledky v\u00FDzkumu stavu a rozvoje konkuren\u010Dn\u00ED schopnosti podnik\u016F zl\u00EDnsk\u00E9ho regionu" . . . "Metodika m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy jako n\u00E1stroj konkuren\u010Dn\u00ED schopnosti podniku"@cs . . "RIV/70883521:28120/04:63502233!RIV/2005/MSM/281205/N" .