COMMERCIAL MEDIA LANDSCAPE CHANGES WITH THE ARRIVAL OF THE INTERNET IN THE CZECH REPUBLIC
COMMERCIAL MEDIA LANDSCAPE CHANGES WITH THE ARRIVAL OF THE INTERNET IN THE CZECH REPUBLIC
Author(s): Dušan PavlůSubject(s): Media studies, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: internet; internet commercial communication; shares of individual media-types; structure of the media market;
Summary/Abstract: The arrival of the internet communication has, particularly in the past 20 years, significantly changed the structure, influence, impact and effectiveness of information sources in the commercial and social environment in the Czech Republic. The paper wants to document this development on the basis of the data from public opinion polls and costs of marketing communication, from statistics and expert reports. It will analyze the quantitative share of electronic commercial communication in the total volume of funds invested in marketing communication and assess changes in the behaviour of recipients of this information in the aspect of preferences to sources, trust in these sources, etc.
Journal: Megatrendy a médiá
- Issue Year: 6/2019
- Issue No: 1
- Page Range: 681-691
- Page Count: 11
- Language: English