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The impact of the advertising campaign on the sales of products of pharmaceutical companies and its impact on the consumer.
 KROUPOVÁ, Veronika
The bachelor thesis is divided into two parts. In the first one, using secondary literature, I dealt with marketing, advertising and related processes. I have further described factors influencing consumer behaviour. In connection to the analysis of data I have briefly described the health issue. In the second part I have evaluated the success of advertising campaigns of the firm Merck Serono in 2007 and 2008 in sales of nasal drops Nasivin in connection to acute respiratory infections, which was the aim of this paper. I have analyzed the end consumer of the product Nasivin. I researched his socio-demographic profile, life style, psychological profile of how the consumer can be influenced by media. I collected the data from three sources. The firm Merck Serono provided data on advertising campaigns and the results of sales in 2007 and 2008. The market research agency Median provided the data for analysis of the end consumer. The National Institute of Public Health was the third source of data providing information on the course of acute respiratory diseases. By means of the applied analysis it was not possible to clearly determine the success or failure of the campaigns. I have determined the characteristics of the end consumer. The firm applies all necessary forms of promotion, complies with the needs of the end consumers, and is able to make a good timing of the season character of the product being in close relationship to the distribution of acute respiratory diseases. To evaluate the benefit of advertising campaigns I have recommended to analyze the advertising campaigns also in the next years and to aim the campaigns at gaining new customers. The work of agents should be intensified in order to support the co-operation with the customer-specialist. Further recommendations concerned the motives of promotion of sales and communication with media and further ways oriented on the customer-consumer. In the discussion and in the conclusion I have mentioned the health issue, the Czech health care system and prevention of civilization diseases.
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