Master thesis is focused on marketing communication of British American Tobacco company. The objective is analysis on example of campaign which is connected to the launch. Theoretical part is dedicated to characteristics of marketing mix, communication mix and also to brand. Tobacco industry, its specifics and mainly the legal restrictions are described in practical part of the thesis. Then there is introduction of BAT company and Rothmans brand. As was already mentioned, the last chapter is about particular study case, Rothmans Demi Click and about detailed analysis of campaign which is related to this launch. Part of a thesis is also evaluation of the campaign by quantitative and qualitative research. At the end there are recommendation for the future.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359332 |
| Date | January 2017 |
| Creators | Šáchová, Barbora |
| Contributors | Postler, Milan, Arslanianová, Denisa |
| 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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