Creative Concept as the Key Element of the ATL Communication
| Thesis title: | Kreativní koncept jako klíčový prvek nadlinkových komunikačních aktivit |
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| Author: | Shmalko, Anna |
| Thesis type: | Diplomová práce |
| Supervisor: | Mikeš, Jiří |
| Opponents: | Charvát, Martin |
| Thesis language: | Česky |
| Abstract: | Cílem diplomové práce je vymezení role kreativního konceptu v nadlinkové a integrované komunikaci. Na základě analýzy vzniku a vývoje ATL kampaní definuji aspekty efektivního přístupu k tvorbě kreativních konceptů a komplexních komunikačních kampaní. |
| Keywords: | marketingová strategie; kreativní strategie; brief; reklamní agentura; komunikační strategie |
| Thesis title: | Creative Concept as the Key Element of the ATL Communication |
|---|---|
| Author: | Shmalko, Anna |
| Thesis type: | Diploma thesis |
| Supervisor: | Mikeš, Jiří |
| Opponents: | Charvát, Martin |
| Thesis language: | Česky |
| Abstract: | Thesis describes the role of creative concepts in ATL and integrated communication. Due to the detail analysis of the advertising creation process defines the key aspects for effective setting of the complex communication campaigns and creative concepts. |
| Keywords: | brief; advertising agency; communication strategy; marketing strategy; creative strategy |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
| Date of assignment: | 10. 12. 2007 |
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| Date of submission: | 29. 8. 2008 |
| Date of defense: | 9. 9. 2008 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/13875/podrobnosti |