ADVERTISING STRATEGY ACCORDING TO THE CONCEPT OF THE FCB MODEL IN THE CONDITIONS OF THE VARIOUS GENERATIONS

The aims of the paper are: 1) to verify the validity of the traditional theoretical definition of the Foote, Cone & Belding (FCB) model based on the use of representative products concerning the age (generation) and gender of the selected target group in the conditions of the Czech Republic, and...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	E+M ekonomie a management 2021-10, Vol.24 (4), p.189-205
Hauptverfasser:	Matušínská, Kateřina, Stoklasa, Michal
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising agencies Communication Gender Marketing Marketing communications Mass media Methods Product life cycle Television advertising Validity
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!