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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Marketing costs in a period of economic crisis and after it
 Dostálková, Dominika ; Pešek, Ondřej (advisor) ; Brázdil, Stanislav (referee)
This bachelor´s thesis analyses changes in marketing costs depending on the stages of the business cycle. Especially a strategy of firms, which have to face an economic crisis in the years 2008-2013. Thesis sets a target how changed the investments of Czech companies to marketing in the period of crisis. Theoretical part engages in economic cycle, marketing environment and marketing in the period of economic crisis. In practical part are specific costs on advertisement in particular mediatypes in price list costs depending on the macroeconomics indicators. Then there are also analysis on turnover of media agencies and B2B market. From the analysis was found that if macroeconomics indicators decreasing, also marketing costs decreasing and vice versa, exception costs to internet advertising which are in expansion in whole period. Differences in marketing costs was not proved at big companies which produce consumer products, this conclusion was found in case study of five selected companies.
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Marketing costs influence on a particular group-buying website
 Flídrová, Barbora ; Kloudová, Dana (advisor) ; Rod, Aleš (referee)
This thesis examines a solution to the problem of measuring advertising effectiveness. Using econometric analysis influence of marketing costs on daily turnout is quantified. Analysed data were provided by a certain group-buying website and include information on revenues, marketing costs and number of visitors from June 2011 to July 2014. Econometric analysis proved to be a perfectly applicable method for measuring marketing results, both exogenous costs variables appeared to be significant and their positive effect on daily revenues was confirmed. Results obtained in the analysis enabled the group-buying website to optimise its marketing mix by spending its marketing budget more effectively.
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