The aim of this thesis is to analyze three Czech guerilla campaigns (Vodafone -- "Gone with fake reindeer", Postovni spořitelna -- "There is already closed, the bank at your post office is open", www.skoly.cz -- "I had to learn better"), which subsequently will evaluate and compare the individual results. Based on the results I show what consumers attitude to this type of marketing communication. In conclusion I create a guerilla campaign, for opening of a new tanning salon.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:165327 |
| Date | January 2012 |
| Creators | Zíková, Kristýna |
| Contributors | Hajdíková, Taťána, Svoboda, Petr |
| 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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