Factor of originality in advertising

Bachelor thesis Czech RESTRICTED
Ešner, Rudolf (2009)
  • Publisher: Vysoká škola ekonomická v Praze
  • Subject: viral ad; reklama; originalita; creativity; buzzmarketing; originality; advertising; virální reklama; advertising campaign; guerilla marketing; kreativita; reklamní kampaň
    acm: ComputingMilieux_THECOMPUTINGPROFESSION

The bachelor thesis deals with exploitation of original attitudes in advertising. The thesis solves answers, what role plays the factor of originality in advertising, when and why firms use that factor, how creators work with it, how consumers perceive the factor and what other elements it generally contains. The bachelor thesis qualifies relationship of advertising and originality, describes and probes practical situations, when originality in advertising can be used as a serious competitive advantage.
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