Analýza reklamní kampaně

Abstract

The subject of this thesis is an analysis of an advertising campaign. The theoretical part includes marketing communication, an advertising campaign and characteristics of a financial institution which was named Fodo for the need of this work. The practical part is focused on a comparison of secondary data of the Fodo financial institution. These data are processed by using contingency tables. The aim of this thesis is to determine whether Fodo‘s campaign was carried out successfully or not by comparing the secondary data. In conclusion of the thesis, recommendations for Fodo are proposed which could lead to an increase in the number of the requests for personal loans.