Sponsorship as a tool of effective communication
Abstract
This Master´s thesis deals with a sponsor activities of Škoda Auto, a.s., that are used as one of the marketing communication instrument. The main pillar of the intention to make the communication more effective is the proposal for a new strategy of using sponsoring as an instrument that integrates it into the complex communication mix and by means of multiplication maximizes communication effect while pursuing fulfilment of marketing and communication goals of the company- info:eu-repo/semantics/masterThesis
- the effectiveness of communication; komunikační mix; strategie.; marketingová komunikace; Sponzoring; strategy.; Škoda Auto; Sponsorship; awareness of the mark; marketing communication; efektivnost komunikace; event marketing; povědomí o značce; image; communication mix
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Last time updated on 10/08/2016
This paper was published in National Repository of Grey Literature.
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