Nabídkové letáky supermarketů jako nástroj generování nadspotřeby

The diploma thesis deals with the leaflets of supermarkets in connection with the generation of overconsumption in the Czech society. It focuses on the extent to which offer advertising leaflets encourage consumers to visit the supermarket and to buy goods and whether this purchase is really desirable and necessary. The main goal of this work is to contribute to the expansion of the current state of knowledge in this field and at the same time to define general recommendations concerning the usage of leaflets as a marketing and communication tool. To conclude, the work uses both theoretical knowledge and data obtained during qualitative interviews with women - mothers, who are still the ones responsible for the purchase for the whole family.