Propagační program vybrané společnosti

Abstract

The theme of the work presented is "Promotional programme of a chosen company”. It includes an outline of promotional tools used by the chosen company and there are also some possible changes in the company’s promotion proposed. The practical part includes a detailed analysis of the above-mentioned means of advertising, and their subsequent evaluation. There are total costs of the company’s promotion regarding previous four years enlisted. The proposed changes as well as measures on the basis of theoretical experience are presented in the last part of the work. The overall results should help to achieve the company’s goals and reduce its costs. On the basis of the analyses and my own experience I have proposed reengineering of the company’s promotion programme. The aim of the proposal is to show further alternatives in terms of promotion and to reveal hidden weaknesses that are recorded in writing in this project.