Počítání uhlíkové stopy mediálních kampaní

The objective of this thesis is to propose a media plan that will reduce the carbon footprint of a media campaign while maintaining its reach of the target audience at a frequency of 1+. The theoretical part describes the development of requirements related to the calculation and reporting of the carbon footprint of media campaigns, while at the same time this part describes how different media types contribute to the creation of the carbon footprint and what is their role in campaigns with the context of the Czech media environment. Subsequently, the carbon footprint of a specific media campaign using multiple media types is calculated and an optimization based on theoretical knowledge is proposed to reduce the carbon footprint of the campaign while maintaining cross-media reach at a frequency of 1+.