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Prague Rallysprint's marketing communication
Šenkýřová, Michaela ; Voráček, Josef (advisor) ; Pecinová, Markéta (referee)
Title: Prague Rallysprint's marketing communication Objectives: The main goal of this thesis is description and survey of the recent marketing communication of the Prague Rallysprint, and evaluation present marketing communication on the basis of finding data; alternatively create some suggestions for its improvement. Methods: In this thesis, following qualitative methods are used: structured interview, descriptive case study, analysis of documents and monitoring. Interviews show the original promotional strategy and promotional instruments. Descriptive case study was used to gain more information about promotional strategy. Document analysis helped to study internal documents like reports, marketing guides and promotional materials. Monitoring was used to visual exploration of promotional materials, so that they can be improved. This method was also focused on sponsors and their position. In this thesis is used questionnaire as quantitative method. The goal group are fans from motor sports. Results: The results of this thesis are the evaluation of original marketing communication and creation of suggestion for its improvement. In a new project come to expand of printed advert, internet communication via live stream, PR activities work back with press conferences and at sponsoring go steps for...
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