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Sponsorship as a tool of effective communication

By Kristýna Bábíková


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

Topics: 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
Publisher: Vysoké učení technické v Brně. Fakulta podnikatelská
Year: 2007
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