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National Repository of Grey Literature

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Instore marketing and its aplication at Ahold Czech Republic, a. s. Ešner, Rudolf ; Postler, Milan (advisor) ; Eliáš, Martin (referee) This thesis deals with an important part of marketing in retail trade -- instore marketing with a focus on commercial communications and especially sales promotions applied in Albert stores. The thesis characterizes the specifics of marketing in the retail and shopping behavior of Czech customers. The main part concerns the analysis of instore communication in Albert stores -- both its own communication and the possibilities of commercial communications of suppliers, who sell their products in supermarkets and hypermarkets Albert. The thesis also analyzes the system of selling communication space in Albert stores and a survey of effects and effectiveness of the most common sales promotions at point of sale and provides recommendations for their proper execution. Detailed record

Factor of originality in advertising Ešner, Rudolf ; Černá, Jitka (advisor) ; Pešek, Ondřej (referee) The bachelor thesis deals with exploitation of original attitudes in advertising. The thesis solves answers, what role plays the factor of originality in advertising, when and why firms use that factor, how creators work with it, how consumers perceive the factor and what other elements it generally contains. The bachelor thesis qualifies relationship of advertising and originality, describes and probes practical situations, when originality in advertising can be used as a serious competitive advantage. Detailed record

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