Měření efektivnosti reklamy


Měření efektivnosti reklamy

Jméno a příjmení autora:

Pavla Staňková

Rok:
2011
Číslo:
3
Strany:
117 - 129
Klíčová slova:
effectiveness, efficiency, profitability, economic efficiency, prosperity, advertising efficiency.
JEL klasifikace:
DOI (& full text):
Anotace:
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…více
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:

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