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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
The role of advertising in the communication mix
 KRIEGOVÁ, Kristýna
The thesis is focused on the analysis of the effectiveness of advertising in the communication mix of the selected company and then propose changes and recommendations to improve the role of advertising in the selected campaign. The theoretical part contains basic concepts related to marketing communication and a brief description of individual tools of the communication mix and advertising campaigns, requirements for their processing and measurement of their effectiveness. In the application part, a selected company Decathlon, which specializes in the sale of sports equipment, is presented. The practical part also deals with the analysis of the company's communication mix and the analysis of a selected advertising campaign focused on the sale of running equipment. These analyses were carried out on the basis of own observations and secondary data obtained from a semi-structured interview with a member of the company's marketing department. Furthermore, qualitative research was conducted through a questionnaire survey. This paper concludes by evaluating the assumptions made and then making specific suggestions and recommendations for improving the role of advertising in the selected campaign based on the analysis and consultation with the marketing team.
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Effectivity of internet marketing in Czech Republic
 Zanespalová, Andrea ; Očenášek, Vladimír (advisor) ; Kánská, Eva (referee)
The subject of this bachelor thesis is the internet advertisement phenomenon on the Czech market. In the theoretical part it maps the conventional advertisement, its history and formation of the internet advertisement as a result of massive growth of Internet among the general public. The thesis goes on to lay out individual forms of Internet advertisement describing their advantages, disadvantages and most common uses of each one of them. It describes ways of Internet advertisement effectiveness measurement and introduces analysis tools of several most common Internet advertisement providers. The practical part of the thesis describes an actual facebook campaign from creating the advertisement to analysing the results. The company, its activities and its previous advertising in social media are described in the opening of the practical part. Next, the Facebook campaign is described from the campaign plan, the creation of the advertisement, to the results on each particular day and their analysis. Finally, possible improvements for the future campaigns are offered.
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