Advertisement – the phenomenon of communication

Bc. Mariia Saraeva

Bachelor's thesis

Abstract:

My bachelor thesis work is about interaction between a company and the audience. Advertising has a great impact on the consumer in the selection of goods. In today's situation there is a huge competition among manufacturers and among similar products. Public demand for advertising appears where the consumer has the choice. Some argue that the advertisements certainly do not need, and the most famous and popular brands of the world, spend insane advertising budgets, and make unforgettable commercials. I want to consider for two questions in my bachelor's thesis. The first is the importance of advertising for successful well-known companies. In the theory part I will describe existing types of advertising, why it works successfully and what its role in business. For my practical part, I focused on global market leaders as “Nestle”, “Danone” and “Heinz”. By the example of three companies, I will study the second question - how advertising can have a goal not only to sell, but primarily to help its customers make the right choice.

Abstract:

My bachelor thesis work is about interaction between a company and the audience. Advertising has a great impact on the consumer in the selection of goods. In today's situation there is a huge competition among manufacturers and among similar products. Public demand for advertising appears where the consumer has the choice. Some argue that the advertisements certainly do not need, and the most famous and popular brands of the world, spend insane advertising budgets, and make unforgettable commercials. I want to consider for two questions in my bachelor's thesis. The first is the importance of advertising for successful well-known companies. In the theory part I will describe existing types of advertising, why it works successfully and what its role in business. For my practical part, I focused on global market leaders as “Nestle”, “Danone” and “Heinz”. By the example of three companies, I will study the second question - how advertising can have a goal not only to sell, but primarily to help its customers make the right choice.

Keywords

Marketing communication, product, advertising, influence, commercial, consumer, relationship, mass media, message, press, company, information, internet, new technologies, behavior, purchase

Language used: English

Date on which the thesis was submitted / produced: 28. 4. 2016

Thesis defence

• Date of defence: 20. 6. 2016
• Supervisor: Ing. Jiří Šnajdar
• Reader: Mgr. Pavel Kotyza

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication