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Confrontational Communication in Automotive Industry
 Med, Ondřej ; Vondra, Zdeněk (advisor) ; Truhlář, Filip (referee)
This bachelor thesis analyzes comparative advertisement made by Hyundai. This thesis analyzes both external and internal environment of the company. The means to achieve this are SWOT analysis and PESTLE analysis. Those analysis help to understand motivation of Hyundai to differentiate their products. Thesis also explains advantages and disadvantages of comparative advertising and its risks and opportunities. In further reading are analyzed notable comparative commercials from the past. Thesis is divided into theoretical part and practical part. In the theoretical part are explained keywords necessary for the practical part. The practical part utilizes knowledge from the theoretical part. In the conclusion of the practical part is evaluated effectiveness of the comparative advertisement and its impact on sales.
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