"4" . "1214-9187" . "S" . "\u010Cl\u00E1nek se zab\u00FDv\u00E1 metodick\u00FDm popisem nejd\u016Fle\u017Eit\u011Bj\u0161\u00EDch krok\u016F vedouc\u00EDch k vytvo\u0159en\u00ED obrazu o u\u017E\u00EDv\u00E1n\u00ED kulturn\u00EDch aspekt\u016F v televizn\u00ED reklam\u011B. Autorka se zam\u011B\u0159uje p\u0159edev\u0161\u00EDm na v\u00FDzkumn\u00E9 metody u odli\u0161n\u00FDch c\u00EDlov\u00FDch skupin a na p\u0159\u00EDkladu d\u00EDl\u010D\u00EDch v\u00FDsledk\u016F analyzuje kulturn\u00ED aspekty vyu\u017Eit\u00E9 k osloven\u00ED potenci\u00E1ln\u00EDho spot\u0159ebitele televizn\u00ED reklamou." . . "1"^^ . . . . "\u010Cl\u00E1nek se zab\u00FDv\u00E1 metodick\u00FDm popisem nejd\u016Fle\u017Eit\u011Bj\u0161\u00EDch krok\u016F vedouc\u00EDch k vytvo\u0159en\u00ED obrazu o u\u017E\u00EDv\u00E1n\u00ED kulturn\u00EDch aspekt\u016F v televizn\u00ED reklam\u011B. Autorka se zam\u011B\u0159uje p\u0159edev\u0161\u00EDm na v\u00FDzkumn\u00E9 metody u odli\u0161n\u00FDch c\u00EDlov\u00FDch skupin a na p\u0159\u00EDkladu d\u00EDl\u010D\u00EDch v\u00FDsledk\u016F analyzuje kulturn\u00ED aspekty vyu\u017Eit\u00E9 k osloven\u00ED potenci\u00E1ln\u00EDho spot\u0159ebitele televizn\u00ED reklamou."@cs . . "The article deals with the methodological description of the most important steps to create a picture of the using cultural aspects in television advertising. The author focuses mainly on research methods for different target groups and the partial results serves as the basis for analysing of cultural aspects, which can be used in television advertising to reach potential consumers."@en . "[A73DB6D4A08E]" . . . "Methodology of Research in Field of Using Cultural Aspects in TV Advertising"@en . . "RIV/70883521:28120/10:63509835!RIV11-MSM-28120___" . "Kub\u00ED\u010Dkov\u00E1, Eli\u0161ka" . . "Methodology of Research in Field of Using Cultural Aspects in TV Advertising"@en . . . . "7" . "Metodika v\u00FDzkumu v oblasti vyu\u017Eit\u00ED kulturn\u00EDch aspekt\u016F v televizn\u00ED reklam\u011B"@cs . . "RIV/70883521:28120/10:63509835" . "Metodika v\u00FDzkumu v oblasti vyu\u017Eit\u00ED kulturn\u00EDch aspekt\u016F v televizn\u00ED reklam\u011B"@cs . . . "Metodika v\u00FDzkumu v oblasti vyu\u017Eit\u00ED kulturn\u00EDch aspekt\u016F v televizn\u00ED reklam\u011B" . "Marketing research; questionnaire; cultural aspects; advertising appeal; experts; general public; TV advertising."@en . "270954" . "28120" . "Media4u Magazine" . "CZ - \u010Cesk\u00E1 republika" . . . "7"^^ . "Metodika v\u00FDzkumu v oblasti vyu\u017Eit\u00ED kulturn\u00EDch aspekt\u016F v televizn\u00ED reklam\u011B" . . "1"^^ .