Add to ORKGThis doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represents the creative elements of interactive online campaign to Czech national culture, defined as the value orientation by Schwartz according to targeting...