publication . Master thesis . 2015

Regulace venkovní reklamy v České republice

Coufal, Vojtěch;
Restricted Czech
  • Published: 01 Jan 2015
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
Outdoor advertising constitutes a part of the public space and as such it affects all inhabitants. Outdoor advertising causes several negative effects, such as traffic hazard or visual pollution. Therefore, it raises a requirement for its effective regulation. The thesis analyzes the current state of regulation of outdoor advertising in the Czech Republic and focuses primarily on advertising alongside the roads and on advertising in Prague. It deals with advertising from a marketing point of view, its role in society and the economic theories and approaches to advertising. Next, the thesis presents the specifics and forms of outdoor advertising, and also negativ...
free text keywords: visual pollution; reklama; advertising structure; regulace; venkovní reklama; outdoor advertising; regulation; reklamní zařízení; advertising; vizuální smog
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