Browsing by Author "Soukalová, Jaroslava"
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- ItemAnalýza reklamních kampaní ve Škoda Auto a.s.(Technická Univerzita v Liberci, 2010) Soukalová, Jaroslava; Dědková, JaroslavaThe thesis has been focused especially on analysing advertising costs and sales of the Škoda Auto a.s. Company´s cars and their greatest rivals at the Czech market. A theoretical part of the study introduces customers´ issues to the readers, ie. concrete target groups and advertising campaigns. The introduction of practical section desribes the said target groups and the real users of individual model series of the Škoda cars. However, the study has been focused mostly on comparing communication strategies of the most important competitors at the Czech market within the period of the last 5 years. Evolution and general success of individual companies is then interpreted in the final section from which some proposals to change the portfolios of medial costs for the Škoda Auto a.s. Company have resulted. However, such proposals differ from the reality in minimum aspects only as it was found from the analysis that the Company provides very effective advertising campaigns for the Czech market.
- ItemAnalýza reklamních kampaní ve Škoda Auto a.s.Soukalová, Jaroslava