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BTL communication of Hellmann´s brand
 Hrázká, Simona ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This dissertation refers to BTL communication of Hellmann's brand from Unilever ČR, which is the leader on the mayonnaise and tatar sauce market for several years. The objective of this dissertation is to analyse questions about below the line communication with the focus on Sales promotion, outline trends in this matter and show application on concrete brand with the highlight of most used parts of BTL communication during execution of chosen activation, evaluation of this activation and proposition of feasible improvements.
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