Komunikace a public relations firmy Lasselsberger a.s. – Ing. Pavla Nováková
Ing. Pavla Nováková
Bachelor's thesis
Komunikace a public relations firmy Lasselsberger a.s.
Lasselsberger communication and public relations
Abstract:
Význam public relations (PR) a komunikace ve vztahu k reklamě stále roste. Reklama, zvláště masová reklama se svojí nepředvídatelnou kvalitou, byla v minulosti přeceňována. Public relations bylo podceňováno. PR je jako zámek s mnoha pokoji. Marketingový guru Philip Kotler ho nazývá PR PENCILS: publikování, plánované akce, novinky, společenská angažovanost, identifikační nástroje, lobování, investice …moreAbstract:
The significance of public relations (PR) and of communication in relation to promotion has been steadily increasing. Promotion, in first place the mass one, along with its unpredictable quality, was overestimated in the past, while the public relations were estimated. PR is a sort of a castle containing many rooms. The marketing guru Philips Kotler calls it PR PENCILS: publishing, planned actions …moreKeywords
Klíčová slova Komunikace public relations integrovaná marketingová komunikace marketingová situační analýza strategie segmentace corporate identity propagační nástroje veřejné akce loajalita tisková konference médiaplán inzerce sponzoring internet. Keywords Communication integrated marketing communications marketing situational analysis strategy segmentation promotional tools events loyalty press conference advertising sponsorship internet.
Language used: Czech
Date on which the thesis was submitted / produced: 14. 4. 2009
Identifier:
https://is.vsfs.cz/th/x4zgs/
Thesis defence
- Date of defence: 12. 6. 2009
- Supervisor: Mgr. Jitka Novotná
- Reader: Ing. Jitka Černá
Citation record
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Bachelor programme / field:
Economics and Management / Marketing Communication
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