Návrh event marketingové kampaně ve vybraném segmentu prodeje osobních automobilů

Abstract

The thesis deals with the proposal of a model of the future event – marketing campaigns in the company AUTOCENTRÁLA s. r. o. Describes the whole process of planning an advertising campaign since the inception of the idea to create the event, through to the realization of the event. It is divided into two parts. In the theoretical part, attention is given to the comprehensive activities of planning experiential marketing. In the practical part is based on the analysis of not too successful, ongoing advertising campaign, created by draft a model form of future advertising campaigns. This proposal, including any analyses and questionnaire survey, is in the thesis in detail described. In the evaluation of the proposed campaign are described the main benefits on the basis of which the author recommends a created model event – marketing campaigns to include in the marketing strategy of the company.