Analýza role promotéra při komunikaci v místě prodeje

Abstract

The topic of my bachelor thesis is the analysis of a promoter’s role in interaction with consumer in the point of sale. The aim of the thesis was to find out, in case of sale of Activia‘s products, what role does the promoter have when he becomes a part of retail, stimulates sales and participates in creation of company’s image during the so – called promo actions. By using theoretical knowledge and marketing research, where primary data were obtained, certain improvements of promo actions were suggested what made possible to acquire better efficiency and increase long-term growth.