Vnímání reklamy a in-store komunikace českým spotřebitelem

The main aim of this bachelor thesis is to analyse the contemporary position of advertisement in mass media and in-store communication on the Czech market and simultaneously, based on carried out marketing research, evaluate the way how Czech consumers perceive these two forms of communication mix. The thesis is divided into two parts. The theoretical part focuses on basic terms, division, practical examples, characteristic feature and function of advertisement and in-store communication on the Czech market. In the second part, the emphasis is placed on practical implementation of these examined actualities into primary survey in order to enable the verification and evaluation of the theoretical information in practice though the answers of the respondents. The conclusion summarizes the achieved results, evaluates repletion of goals, makes recommendations and analyses the data obtained from the conducted marketing research.