Nové formy marketingu: Branded entertainment – Bc. Anna Pavlíčková
Bc. Anna Pavlíčková
Master's thesis
Nové formy marketingu: Branded entertainment
New marketing forms: Branded entertainment
Abstract:
Cílém této diplomové práce je představit a vymezit novou marketingovou metodu branded entertainment a prozkoumat postoje vůči tomuto nástroji. Úvodní část se věnuje proměnám marketingového prostředí v důsledku technologických změn a trendům marketingové komunikace. Hlavní část tvoří 1) vymezení pojmu branded entertainment a souvisejících termínů jako je advertainment, branded content, content marketing …moreAbstract:
The aim of the master thesis is to present and to define branded entertainment, a new marketing method, and to analyse different attitudes towards this instrument. The introduction deals with changing marketing environment as a result of technological changes and trends in marketing communication. The main part consists of 1) a definition of the term branded entertainment and related terminology, such …more
Language used: Czech
Date on which the thesis was submitted / produced: 9. 9. 2016
Identifier:
https://is.vsfs.cz/th/rw83u/
Thesis defence
- Date of defence: 4. 11. 2016
- Supervisor: Mgr. Michal Tomčík, PhD.
- Reader: PhDr. Tereza Vacínová, Ph.D.
Full text of thesis
Contents of on-line thesis archive
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Marketing Communication
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