Sponsoring really deserves its place among marketing tools. Its significance indicates not only the fact that in real life it is being used increasingly by companies, it is also being paid greater attention in the literature. This work comes with a synthesis that seeks to promote the perception of sponsoring as a specific and comprehensive marketing tool. With comparison of sponsoring within the frame of marketing tools; a detailed comparison with a tool of PR, and with reasons for and against the inclusion sponsoring under the PR. Specific part is focused on new trends in sponsoring-related change in society, and defines the concept of CSR in the frame of social sponsoring. The practical use of sponsoring is studied on example of Czech Savings Bank (Česká spořitelna, a. s.), and describes various processes associated with the sponsoring of the ČS, then describes selected projects of sponsoring and in detail describes and reviews the project Bike for Life (Kolo pro život). The aim of sponsoring in the context of marketing tools is primarily to increase the value and perception of the sponsor`s brand. Enhance sponsor`s image and promote and contribute to a positive public opinion, the last part is therefore devoted to an overall evaluation of sponsorship activities of ČS with measures for their improvement.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:17303 |
| Date | January 2009 |
| Creators | Šída, Rudolf |
| Contributors | Vávra, Oldřich, Zamazalová, Marcela |
| 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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