publication . Bachelor thesis . 2009

Factor of originality in advertising

Ešner, Rudolf;
Restricted Czech
  • Published: 01 Jan 2009
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
Abstract
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.
Subjects
ACM Computing Classification System: ComputingMilieux_THECOMPUTINGPROFESSION
free text keywords: viral ad; reklama; originalita; creativity; buzzmarketing; originality; advertising; virální reklama; advertising campaign; guerilla marketing; kreativita; reklamní kampaň
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