Title: Výzkum indoor reklamy v nákupních centrech ve městě Plzeň
Other Titles: Indoor advertising research in schopping centres in the city of Pilsen
Authors: Ptáčková, Karolína
Citation: Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2016, č. 2, s. 67-75.
Issue Date: 2016
Publisher: Západočeská univerzita v Plzni
Document type: článek
URI: http://hdl.handle.net/11025/22489
ISSN: 1805-0603
Keywords: indoor reklama;výzkum;nákupní centrum;Plzeň
Keywords in different language: indoor advertising;research;shopping centre;Pilsen
Abstract in different language: The aim of this paper is implementation of indoor advertising research in shopping centres in the city of Pilsen with suggesting measures to optimize researched situation. There are a summarization of available knowledge in the field of marketing communication focoused on indoor advertising in shopping centres, other short summarization of available knowledge in the field of marketing research and the final proposal of research project which are ensued the implementation and imaging of partical goals. The methods used in the research are secondary sources analyze, observation (in the first phase of research) and personal interview (the second phase of research). There are two main parts of the paper - theoretical and practical. The terms advertising and indoor advertising (mainly focused on the typology, present trends, its admeasurement, advantages and disadvantages and legislative restrictions) are described in the theoretical part. The realized research which recognizes the suitability of indoor advertising media in selected shopping centres in Pilsen is the content of a practical part of this paper. The summary of this research and measures suggested for optimization are described in the conclusion.
Rights: © Západočeská univerzita v Plzni
Appears in Collections:Číslo 2 (2016)
Články / Articles (KMO)
Číslo 2 (2016)

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