Reklama v období první republiky na příkladu firmy Baťa

The aim of this bachelor thesis is an analysis of using the advertisement by companies on the example of the Baťa company in the postwar Czechoslovakia. At the beginning, I am investigating what was the relation of the state to advertisement, how strict a government policy was and what was the concenquences of that for companies. I focused on regulation changes during the mentioned period and how legal processes had been treated on that bases. In the next part, on the example of the Baťa company, I am analysing how important was the advertisment for the company, especially a process of making an advertising. Who worked in it and what advertising instrumets and strategies had been used. I am also examining the role of an advertisment in the process of dealing with crisis after World War I, the global economic crisis and the competition. The last part is focused on a costumer attitude towards advertising, which affacted the form and the content, mechanisms of targeting advertisement and feedback collection. The bachelor thesis is based on the hypothesis that the advertising was one of the key success factors of the Bata company and its company strategy, pretty much due to oversea inspiration. Simultaneously with all parts I am presenting the comparism with the USA, which was the country inspiring Tomas Bata.