|
| |
|
|
The perception of advertisement and in-store communication by Czech consumer
Kozel, Adam ; Horová, Olga (advisor) ; Tyll, Ladislav (referee)
The main aim of this bachelor thesis is to analyse the contemporary position of advertisement in mass media and in-store communication on the Czech market and simultaneously, based on carried out marketing research, evaluate the way how Czech consumers perceive these two forms of communication mix. The thesis is divided into two parts. The theoretical part focuses on basic terms, division, practical examples, characteristic feature and function of advertisement and in-store communication on the Czech market. In the second part, the emphasis is placed on practical implementation of these examined actualities into primary survey in order to enable the verification and evaluation of the theoretical information in practice though the answers of the respondents. The conclusion summarizes the achieved results, evaluates repletion of goals, makes recommendations and analyses the data obtained from the conducted marketing research.
|
|
|
Instore communication
Walzelová, Veronika ; Zamazalová, Marcela (advisor) ; Nikolič, Marta (referee)
The Thesis looks into problems of in-store communication from Brief of POS to final placement at the store. The core of the Thesis is to reveal non-efficient fields of otherwise very successful tools. The goal is to verify hypothetic problems which influence full effectiveness of POS tools at retail stores. The Thesis brings a different frame of reference and tries to reveal problems and make them visible, but to find out solutions as well. The results are supported by researches from 3 different fields. They are the customer research, the supplier and POS implementer research, and retail research (hypermarket). The methods used are observation, interview (personal and questionnaire) and assisted shopping. Confirmed problems which follow from researches and influence the effectiveness of POS are these: no certain definition of POS goals; inadequate attractiveness of POS for customers; low-cost production instead of creativity and originality; no harmony between material of display and exposed products and bad cooperation between all subjects within process of POS.
|
|
|
Retail Marketing
Demuth, Jan ; Cimler, Petr (advisor) ; Chylíková, Hana (referee)
This thesis is about the situation of retail marketing in Czech republic, with a special focus on in-store marketing instruments and activities. The goal of this work is to evaluate the application of these marketing instruments in a specific retail store. This chosen store is supermarket Billa. The first part of the thesis is offering theoretical base for in-store marketing activities and also presents the history of retail marketing in Czech republic. The second part is focusing on the situation in the chosen retail store and offers an evaluation of it's marketing activities.
|
|
| |
guest ::
