The work deals with the analysis of Oscillococcinum TV commercial in the Czech republic. Oscillcoccinum is a homeopatic product which is usually used against flu and cold. First part of the thesis deals with theoretic bases, focus is on marketing communication tools, methods of marketing budget determination and on planning media campaigns. In the practical part there is an introduction of Boiron CZ corporation and Oscillococcinum product. The thesis deals with TV advertisement for the past two years. Monitoring of media expenditure analyses the whole segment and the strongest competition, data from MML-TGI research helps with target audience definition and its detail examination (characteristics, attitudes, media consummation etc.). Last part deals with TV Metr (the ratings research) data analysis and, last but not least, illustrates the sales increase according to the TV campaign (based on IMS Health research data).
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:11067 |
| Date | January 2008 |
| Creators | Franta, Jaroslav |
| Contributors | Zamazalová, Marcela, Procházková, Markéta |
| 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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