"RIV/70883521:28120/11:00001041!RIV12-MSM-28120___" . "M\u011B\u0159en\u00ED efektivnosti reklamy"@cs . "3" . "RIV/70883521:28120/11:00001041" . "The article is aimed at problems with measuring efficiency of advertising. The article is divided into several parts which are tied together and proceed from the complex notion of effectiveness to the specific problems of efficiency focusing on measuring advertising efficiency. The first part of the article is devoted to the analysis of the notions related to effectiveness, especially determination of the role of effectiveness in terms of its complex conception and all its forms: effectiveness in neutral meaning, effectiveness as expediency, effectiveness as efficiency, effectiveness as profitability, economic efficiency, total effectiveness, prosperity. The analysis of notions such marketing communication, advertising, advertising campaign, publicity action has been carried out, too. The theoretic objectives of the thesis are completed by different approaches to measuring advertising efficiency according to the particular literary sources and authors, such Tellis, Pelsmacker, Hor\u00E1kov\u00E1, Lykov\u00E1, Dayan, Schultz, Kinnear, Taylor, Vysekalov\u00E1 and others. The theoretic objectives of the thesis are followed by the research where the contemporary situation in measuring advertising efficiency in business practice is surveyed, especially in these businesses: small, middle-sized and large companies, advertising agencies, research institutes, media agencies, marketing agencies. At the end of the article the used methods of measuring advertising efficiency has been outlined. It is obvious that the methodology, method database and the advertising audit must be adapted to the particular conditions in companies namely from the macro and micro environment view, e.g. company size, sector, marketing and advertising strategy, used advertising media, communication aim, advertising budget, target group, etc."@en . "Measuring of Advertising Efficiency"@en . "M\u011B\u0159en\u00ED efektivnosti reklamy"@cs . . . "Measuring of Advertising Efficiency"@en . . "Effectiveness, efficiency, profitability, economic efficiency, prosperity, advertising efficiency"@en . "000296315100010" . . "CZ - \u010Cesk\u00E1 republika" . . . . "\u010Cl\u00E1nek je zam\u011B\u0159en na problematiku m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy. Je rozd\u011Blen na n\u011Bkolik \u010D\u00E1st\u00ED, kter\u00E9 na sebe navazuj\u00ED a postupuj\u00ED od komplexn\u00EDho pojet\u00ED efektivnosti a\u017E ke specifick\u00FDm probl\u00E9m\u016Fm \u00FA\u010Dinnosti se zam\u011B\u0159en\u00EDm na m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy. Prvn\u00ED \u010D\u00E1st \u010Dl\u00E1nku je v\u011Bnov\u00E1na anal\u00FDze pojm\u016F vztahuj\u00EDc\u00EDch se k efektivnosti a \u00FA\u010Dinnosti, zejm\u00E9na vymezen\u00ED \u00FAlohy \u00FA\u010Dinnosti v r\u00E1mci komplexn\u00EDho pojet\u00ED efektivnosti a v\u0161ech jej\u00EDch forem: o efektivnosti ve v\u00FDznamu neutr\u00E1ln\u00EDm, o efektivnosti jako \u00FA\u010Delnosti, o efektivnosti jako \u00FA\u010Dinnosti, o efektivnosti jako ekonomi\u010Dnosti, o ekonomick\u00E9 efektivnosti, o celkov\u00E9 efektivnosti, o prosperit\u011B. Rovn\u011B\u017E je provedena anal\u00FDza pojm\u016F marketingov\u00E9 komunikace, reklama, reklamn\u00ED kampa\u0148, reklamn\u00ED akce. Teoretick\u00E1 v\u00FDchodiska pr\u00E1ce jsou dopln\u011Bna o r\u016Fzn\u00E1 pojet\u00ED m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy podle jednotliv\u00FDch liter\u00E1rn\u00EDch zdroj\u016F a autor\u016F, jako nap\u0159. Tellis, Hor\u00E1kov\u00E1, Lykov\u00E1, Dayan, Schultz, Kinnear,Taylor, Vysekalov\u00E1 a dal\u0161\u00ED. Na teoretick\u00E1 v\u00FDchodiska diserta\u010Dn\u00ED pr\u00E1ce navazuje pr\u016Fzkum, kter\u00FD mapuje sou\u010Dasnou situaci v praxi p\u0159i m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy, a to zejm\u00E9na u: o mal\u00FDch, st\u0159edn\u00EDch a velk\u00FDch firem, o reklamn\u00EDch agentur, o v\u00FDzkumn\u00FDch agentur, o medi\u00E1ln\u00EDch agentur, o marketingov\u00FDch agentur. V z\u00E1v\u011Bru \u010Dl\u00E1nku je zpracov\u00E1n p\u0159ehled v praxi nejvyu\u017E\u00EDvan\u011Bj\u0161\u00EDch metod m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy. Je z\u0159ejm\u00E9, \u017Ee metodiku, datab\u00E1zi metod i audit reklamy je nutno p\u0159izp\u016Fsobit konkr\u00E9tn\u00EDm podm\u00EDnk\u00E1m ve firm\u011B a to jak z pohledu makroprost\u0159ed\u00ED, tak i mikroprost\u0159ed\u00ED, jako nap\u0159.: velikost firmy, odv\u011Btv\u00ED, marketingov\u00E1 a reklamn\u00ED strategie, pou\u017Eit\u00E1 reklamn\u00ED m\u00E9dia, komunika\u010Dn\u00ED c\u00EDl, rozpo\u010Det reklamy, c\u00EDlov\u00E1 skupina, apod." . . . . . "\u010Cl\u00E1nek je zam\u011B\u0159en na problematiku m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy. Je rozd\u011Blen na n\u011Bkolik \u010D\u00E1st\u00ED, kter\u00E9 na sebe navazuj\u00ED a postupuj\u00ED od komplexn\u00EDho pojet\u00ED efektivnosti a\u017E ke specifick\u00FDm probl\u00E9m\u016Fm \u00FA\u010Dinnosti se zam\u011B\u0159en\u00EDm na m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy. Prvn\u00ED \u010D\u00E1st \u010Dl\u00E1nku je v\u011Bnov\u00E1na anal\u00FDze pojm\u016F vztahuj\u00EDc\u00EDch se k efektivnosti a \u00FA\u010Dinnosti, zejm\u00E9na vymezen\u00ED \u00FAlohy \u00FA\u010Dinnosti v r\u00E1mci komplexn\u00EDho pojet\u00ED efektivnosti a v\u0161ech jej\u00EDch forem: o efektivnosti ve v\u00FDznamu neutr\u00E1ln\u00EDm, o efektivnosti jako \u00FA\u010Delnosti, o efektivnosti jako \u00FA\u010Dinnosti, o efektivnosti jako ekonomi\u010Dnosti, o ekonomick\u00E9 efektivnosti, o celkov\u00E9 efektivnosti, o prosperit\u011B. Rovn\u011B\u017E je provedena anal\u00FDza pojm\u016F marketingov\u00E9 komunikace, reklama, reklamn\u00ED kampa\u0148, reklamn\u00ED akce. Teoretick\u00E1 v\u00FDchodiska pr\u00E1ce jsou dopln\u011Bna o r\u016Fzn\u00E1 pojet\u00ED m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy podle jednotliv\u00FDch liter\u00E1rn\u00EDch zdroj\u016F a autor\u016F, jako nap\u0159. Tellis, Hor\u00E1kov\u00E1, Lykov\u00E1, Dayan, Schultz, Kinnear,Taylor, Vysekalov\u00E1 a dal\u0161\u00ED. Na teoretick\u00E1 v\u00FDchodiska diserta\u010Dn\u00ED pr\u00E1ce navazuje pr\u016Fzkum, kter\u00FD mapuje sou\u010Dasnou situaci v praxi p\u0159i m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy, a to zejm\u00E9na u: o mal\u00FDch, st\u0159edn\u00EDch a velk\u00FDch firem, o reklamn\u00EDch agentur, o v\u00FDzkumn\u00FDch agentur, o medi\u00E1ln\u00EDch agentur, o marketingov\u00FDch agentur. V z\u00E1v\u011Bru \u010Dl\u00E1nku je zpracov\u00E1n p\u0159ehled v praxi nejvyu\u017E\u00EDvan\u011Bj\u0161\u00EDch metod m\u011B\u0159en\u00ED \u00FA\u010Dinnosti reklamy. Je z\u0159ejm\u00E9, \u017Ee metodiku, datab\u00E1zi metod i audit reklamy je nutno p\u0159izp\u016Fsobit konkr\u00E9tn\u00EDm podm\u00EDnk\u00E1m ve firm\u011B a to jak z pohledu makroprost\u0159ed\u00ED, tak i mikroprost\u0159ed\u00ED, jako nap\u0159.: velikost firmy, odv\u011Btv\u00ED, marketingov\u00E1 a reklamn\u00ED strategie, pou\u017Eit\u00E1 reklamn\u00ED m\u00E9dia, komunika\u010Dn\u00ED c\u00EDl, rozpo\u010Det reklamy, c\u00EDlov\u00E1 skupina, apod."@cs . "11" . "1212-3609" . "211490" . "V" . "28120" . "[D2976D0ABCB6]" . . . . . . "1"^^ . . "13"^^ . . "M\u011B\u0159en\u00ED efektivnosti reklamy" . "1"^^ . "M\u011B\u0159en\u00ED efektivnosti reklamy" . "E+M. Ekonomie a Management" . "Sta\u0148kov\u00E1, Pavla" .