The aim of my thesis is to analyze the possibility of using a leaflet as an effective tool of marketing communications as well as to demonstrate the possible problems associated with its preparation and production on a practical example. The thesis consists of two main parts. In the first part of this work theoretical approaches to communication and representation of a leaflet campaign are discussed. Main attention is paid to direct marketing, as area in which a leaflet as a communication tool belongs. In the second part the theoretical hypotheses, together with an own survey are analyzed and applied on the example of Ahold company and its competitors. This part also examines in detail the production process of the leaflet and proposes possible solutions. In conclusion, the findings of the two parts are described and new possible approaches are recommended.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:18268 |
| Date | January 2009 |
| Creators | Bienková, Daniela |
| Contributors | Filipová, Alena, Zeman, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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