Reklamní potenciál regionálních médií pro společnost podnikající v oblasti surovin

Abstract

The objective of this thesis is the assessment of the regional advertising media possibilities and their potential for Emeran, a company trading in the brown coal. The introductory part includes a short description of the company and its economic parameters. Subsequently, there is a general characterization of advertising media market and its development, especially pointing out the establishment of new private media companies after the year 1989. The next part brings an analysis of the company business focusing on the up-to-now investments into advertising and promotion contracts. According to the carried-out analysis it has been found out that the advertising is not a key part of company business but it helps the company to earn a good awareness and reputation. Based on these findings a new advertising campaign is designed on a regional scale including the financial requirements. In the final part of the thesis the importance of advertising for the company, the difficult position of the company in the brown coal market, as well as possible positive effects of the regional advertising campaign are discussed.