Projekt reklamní kampaně výrobkové řady UNO VINO firmy TESCOMA s.r.o. - Dočkálková, Hana (2008)
Studijní obor: Management a marketing
Studijní obor: Management and Marketing
Ústav: Ústav managementu
Univerzita Tomáše Bati ve Zlíně. Fakulta managementu a ekonomiky
Tomas Bata University in Zlín. Faculty of Management and Economics
Keywords: Reklamní plán; komunikace; cíle komunikace; reklamní sdělení STEP analýza; SWOT analýza; Name of the thesis "A project of advertisement campaign of the UNO VINO product line of the Tescoma company". The goal of this thesis is to produce a communication plan for a new product line for the company which is the leader on the market of kitchenware. The work consists of a theoretical and practical part. In the first part there is a background regarding advertisement plans which have been taken from literature. The theoretical part is followed by the practical part where a description of the Tescoma company can be found together with a situational analysis; consisting of STEP analyses; microenvironment and SWOT analyses. Moreover; there is a comparison with the former products also connected with the mentioned SWOT analysis of the new product. Eventually; a communication plan; time frame and budget requirements and risks assessments are set based on the above mentioned analyses; diplomová práce