Právní úpravy reklamy a její ekonomické aspekty v médiích

Abstract

The dissertation is focused on advertising, its regulation and its economic aspects. The reader will learn in it, how advertising has developed throughout history, how it can be spread to the consumer or the addressee of an advertisement, or what are the main objectives and functions linked to it. The main chapter is devoted to the legislative arrangements for advertising, describes ways in which advertising is adjusted, regulated or prohibited in the Czech environment. In it is also described the creation of laws, or regulatory developments adopted since the first law regulating advertising in 1927. At the end of this section is also compared with the German regulation, namely misleading advertising. The last chapter describes actual situation on the ad to the potential reader. It describes invested expenditure for the year 2011, and how they were distributed among the various media. It also describes today's ways of examining the effectiveness of advertising messages.