This thesis inquires into media mix in the FMCG category, focusing on yoghurt products. The theoretical part describes the mediamarket entities and functioning, important media indicators, media research projects and monitoring projects of advertising expenditures. After the division of the media from a theoretical point of view comes a chapter exploring the markets of particular media types and their characteristics which results in the evaluation of their advantages and disadvantages in advertising communication. The final part analyzes the media mix and advertising spending over the whole Czech advertising market, the FMCG market and then yoghurt market comparing the communication of the major yoghurt manufacturers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:73897 |
| Date | January 2010 |
| Creators | Kraft, Zdeněk |
| Contributors | Postler, Milan, Smékal, Vít |
| 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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