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Měření efektivnosti reklamy
Měření efektivnosti reklamy
Name and surname of author:
Pavla Staňková
Year:
2011
Issue:
3
Keywords:
effectiveness, efficiency, profitability, economic efficiency, prosperity, advertising efficiency.
JEL clasification:
DOI (& full text):
Anotation:
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:
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:
Appendix (online electronic version):
Economics and Management
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