. "Problems of measuring the advertising efficiency"@en . . "RIV/70883521:28120/09:63508321!RIV10-MSM-28120___" . "RIV/70883521:28120/09:63508321" . "\u00DAskal\u00ED m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy" . . "Univerzita Tom\u00E1\u0161e Bati ve Zl\u00EDn\u011B" . "Je m\u00E1 reklama efektivn\u00ED?? to je kl\u00ED\u010Dov\u00E1 ot\u00E1zka a z\u00E1rove\u0148 dilema v\u0161ech zadavatel\u016F reklamy i reklamn\u00EDch agentur. Po skon\u010Den\u00ED reklamn\u00ED kampan\u011B je nutn\u00E9 zjistit, do jak\u00E9 m\u00EDry splnila reklamn\u00ED kampa\u0148 sv\u00E9 c\u00EDle, jak ovlivnila image zna\u010Dky nebo firmy. Zda byla reklamn\u00ED kampa\u0148 \u00FAsp\u011B\u0161n\u00E1 \u010Di ne, to je mo\u017Eno zjistit zejm\u00E9na z v\u00FDsledk\u016F anal\u00FDzy prodeje, pod\u00EDl\u016F na trhu \u010Di zm\u011Bn n\u00E1zor\u016F z\u00E1kazn\u00EDk\u016F na zna\u010Dku. Mnoho marketingov\u00FDch odborn\u00EDk\u016F tvrd\u00ED, \u017Ee \u00FA\u010Dinnost reklamy zm\u011B\u0159it nelze. Nen\u00ED to snadn\u00E9, ale to neznamen\u00E1, \u017Ee bychom to nem\u011Bli zkusit. Nikdo nezaru\u010D\u00ED, \u017Ee m\u011B\u0159en\u00ED reklamy bude stoprocentn\u00ED, obvykle se vyskytnou probl\u00E9my: abstraktn\u00ED v\u00FDsledky, dlouhodob\u00E9 \u00FA\u010Dinky reklamn\u00ED kampan\u011B, p\u016Fsoben\u00ED v\u00EDce vliv\u016F najednou, n\u00E1klady na m\u011B\u0159en\u00ED \u00FA\u010Dinnosti, nedostatek informac\u00ED \u010Di probl\u00E9my s realizac\u00ED." . . "\u00DAskal\u00ED m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy"@cs . . . "978-80-7318-798-9" . . "8"^^ . . "Zl\u00EDn" . "Finance a v\u00FDkonnost firem ve v\u011Bd\u011B, v\u00FDuce a praxi" . "Zl\u00EDn, \u010Cesk\u00E1 republika" . "Is my advertising effective?%22 is the key question that poses a dilemma to all producers and their advertising agencies. After an advertising campaign it is necessary to find out to Chat extent has the ad campaign reached its goals, how has the campaign affected the brand name image or company image etc. Whether an ad campaign has succeeded or not can be determined from sales, market share and relationship alterations towards the brand. Many marketers tell you that you can\u00B4t measure advertising effectiveness. It?s not easy, but that does not mean we should not try. Nobody has ever invented a 100 % secure advertising test, as usually the following problems occur: abstract character of the results, long term effects of campaigns, combined influence of more effects at once, costs of measuring, lack of information and realization problems."@en . "Advertising; efficiency; measuring efficiency; economic and non-economics efficiency"@en . . "\u00DAskal\u00ED m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy" . "[2BE0D0EF676C]" . . . "V" . "\u00DAskal\u00ED m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy"@cs . "2009-04-23+02:00"^^ . "1"^^ . . . "1"^^ . . "Problems of measuring the advertising efficiency"@en . "28120" . . "Je m\u00E1 reklama efektivn\u00ED?? to je kl\u00ED\u010Dov\u00E1 ot\u00E1zka a z\u00E1rove\u0148 dilema v\u0161ech zadavatel\u016F reklamy i reklamn\u00EDch agentur. Po skon\u010Den\u00ED reklamn\u00ED kampan\u011B je nutn\u00E9 zjistit, do jak\u00E9 m\u00EDry splnila reklamn\u00ED kampa\u0148 sv\u00E9 c\u00EDle, jak ovlivnila image zna\u010Dky nebo firmy. Zda byla reklamn\u00ED kampa\u0148 \u00FAsp\u011B\u0161n\u00E1 \u010Di ne, to je mo\u017Eno zjistit zejm\u00E9na z v\u00FDsledk\u016F anal\u00FDzy prodeje, pod\u00EDl\u016F na trhu \u010Di zm\u011Bn n\u00E1zor\u016F z\u00E1kazn\u00EDk\u016F na zna\u010Dku. Mnoho marketingov\u00FDch odborn\u00EDk\u016F tvrd\u00ED, \u017Ee \u00FA\u010Dinnost reklamy zm\u011B\u0159it nelze. Nen\u00ED to snadn\u00E9, ale to neznamen\u00E1, \u017Ee bychom to nem\u011Bli zkusit. Nikdo nezaru\u010D\u00ED, \u017Ee m\u011B\u0159en\u00ED reklamy bude stoprocentn\u00ED, obvykle se vyskytnou probl\u00E9my: abstraktn\u00ED v\u00FDsledky, dlouhodob\u00E9 \u00FA\u010Dinky reklamn\u00ED kampan\u011B, p\u016Fsoben\u00ED v\u00EDce vliv\u016F najednou, n\u00E1klady na m\u011B\u0159en\u00ED \u00FA\u010Dinnosti, nedostatek informac\u00ED \u010Di probl\u00E9my s realizac\u00ED."@cs . . "348039" . "Sta\u0148kov\u00E1, Pavla" .