Upload
sandeep-soma
View
248
Download
0
Embed Size (px)
Citation preview
8/11/2019 Bakalarska Prace - Barbora Vincenecova
1/87
Masarykova univerzita
Ekonomicko-sprvn fakulta
Katedra podnikovho hospodstv
ANA!"A MA#KE$%N&'() *$#A$E&%E "A+#AN%,NK'*ME$%.K) /%#M0 12*'3. NA ,E*K)M $#+4
E51'#%N& MA#KE$%N& *$#A$E&0 '/ $+E .'*ME$%.
.'M1AN0 '1E#A$%N& %N $+E ."E.+ MA#KE$
3akalsk prce
Autor6 3ar7ora (incenecov
3rno8 listopad 9::;
8/11/2019 Bakalarska Prace - Barbora Vincenecova
2/87
za marketin?ov strate?ie zahrani@n kosmetick firmy
pso7c na @eskm trhu
Nzev v an?li@tinB6 ECplorin? Marketin? *trate?y of the .osmetic .ompany'peratin? in the .zech Market
Katedra6 Katedra podnikovho hospodstv
#ok o7ha=o7y6 9::;
Anotace v etin
'7sahem tto prce =e anal>za marketin?ov strate?ie kosmetick firmy Avon8 operu=c na
@eskm trhuD KonkrtnB se sna odpovBdBt na otzky6 =ak metody reklamy Avon praktiku=e8
=ak nstro=e sales promotion pouv a =ak typy pu7lic relations firma vol k FspBGn
komunikaci se zkaznkemD *7Br dat 7yl uskute@nBn na zkladB rozhovoru s marketin?ovou
editelkou spole@nosti Avon ,esk repu7likaD
Anotace v anglitin
$his dissertation investi?ates the marketin? strate?y techniHues Iithin the cosmetic company
operatin? in the .zech marketD %t tries to ansIer folloIin? Huestions6 Jhich methods of
advertisin? does the company use Jhat types of sales promotion does the or?anisation apply
to attract customers Jhich pu7lic relation practices does the association utilize to
communicate Iith its stakeholders $he data Ias collected on the 7asis of intervieI Iith the
marketin? mana?er of Avon .zech #epu7licD
Klov slova v etin
Marketin?ov strate?ie8 reklama8 sales promotion8 pu7lic relations
Klov slova v anglitin
Marketin? strate?y8 advertisin?8 sales promotion8 pu7lic relations
8/11/2019 Bakalarska Prace - Barbora Vincenecova
3/87
Prohlen
1rohlaGu=i8 e =sem 7alakskou prciAnalza marketingov strategie zahranin kosmetick
firmy psobc na eskm trhuvypracovala samostatnB a v seznamu literatury uvedla vGechnypouit literrn a od7orn zdro=eD
( 3rnB dne LD z 9:
OOOOOOOOOOOOOOOOODD
vlastnoru@n podpis autorky
8/11/2019 Bakalarska Prace - Barbora Vincenecova
4/87
Acknowledgements
% could not have Iritten this dissertation Iithout the help of folloIin? peopleD
/irst and foremost8 % Iould like to eCpress my special thanks to MrD #o7ert #D $rick8 my
dissertation supervisor8 for his continued support8 supervision8 encoura?ement and patienceD
*econd8 my acknoIled?ements 7elon? to the marketin? mana?er of Avon .#8 the
investi?ated company8 for her help Iith my researchD
% am particularly inde7ted to MrD .hris %reland8 the Academic *kill $utor of +uddersfield
4niversity 3usiness *chool8 for his help to decline my lan?ua?e imperfections in En?lishD
/inally8 % Iould like to appreciate the supervision and overall help of my pathIay leader8 MrD
Kevin
8/11/2019 Bakalarska Prace - Barbora Vincenecova
5/87
Content
Chapter 1: Introduction 1
D #ationale
D9 'vervieI of .hapters 9
Chapter 2: Industry ac!ground "
9D9 1olitical 3ack?round P
9D9 .urrent .osmetic Market Q
9DP Avon ;
Chapter ": #iterature $evie% &
PD Advertisin?
PDD /unctions of Advertisin?
PDD9 $ypes of Advertisin? 9
PDDP Advertisin? in practise P
PDD *tyles of advertisin?
PDDQ Jhen Ads Jork L
PD9 *ales 1romotion R
PD9D /unctions of sales promotion S
PD9D9 3enefits of sales promotion S
PD9DP imitations of sales promotion S
PD9D Jhen sales promotion Iorks 9:
PD9DQ *ales promotion o7=ectives 9:
PD9D; *ales promotion techniHues 99
PDP 1u7lic #elations T1#U 9L
PDPD 3enefits of 1# 9L
8/11/2019 Bakalarska Prace - Barbora Vincenecova
6/87
PDPD9 /unctions of 1# 9R
PDPDP $ypes of pu7licity use in 1# practise P
PD *ummary PQ
Chapter ': $esearch (ethodology ")
D Vescription of the Method P;
DD Wualitative versus Huantitative methods P;
DD9 Wuestionnaire PR
DDP /ocus ?roups PS
DD %ntervieI :
D9 #esearch 1rocess 9
DP imitations of the *tudy P
Chapter *: +indings ''
QD Advertisin?
QD9 *ales promotion ;
QDP 1u7lic #elations L
QD .zech .osmetic $rademarks Q:
Chapter ): Conclusion *1
;D %ntroduction Q
;D9 Viscussion of the findin?s Q
;DP $he main limitation of the study Q
;D #ecommendations for future research Q
;DQ .onclusion QQ
$e,erence list *)
8/11/2019 Bakalarska Prace - Barbora Vincenecova
7/87
#ist o, +igures )*
#ist o, A--reviations ))
#ist o, Appendices ).
Appendi/ 1 )&
Appendi/ 2 .'
8/11/2019 Bakalarska Prace - Barbora Vincenecova
8/87
A-stract
$his dissertation investi?ates the marketin? strate?y techniHues Iithin the cosmetic company
operatin? in the .zech marketD
%t 7e?ins Iith a 7rief look at the political 7ack?round in the .zech #epu7licD $hen there is an
outline of the current .zech cosmetic market8 folloIed 7y the introduction of the company
that took part in the research8 Avon .#D $hereafter8 there is a revieI of literature to eCamine
various techniHues and methods relatin? to marketin? strate?iesD $he research for this
dissertation uses Hualitative methods of investi?ation and secondary data collectiontechniHues are employedD $he study took form of intervieI accompanied 7y a Huestionnaire8
Ihich complemented the data acHuired from the secondary investi?ationD /inally8 ma=or
findin?s of this dissertation emer?e and are discussedD
Avon .# seems to have understood the trends in the .zech cosmetic marketplace8 Ihen
concernin? advertisin?8 sales promotion and pu7lic relationsD $he company specializes itself
in direct sellin? therefore8 the vast ma=ority of its sales promotion techniHues and advertisin?
takes part in the catalo?ueD $here is evidence that the 1# activities re?ardin? relationships
Iith employees seems to 7e Iell or?anisedD
%t is hoped that this study Iill encoura?e further investi?ation in this particular area8 Ihich
may help .zech cosmetic companies to improve their marketin? strate?ies in order
successfully to compete Iith firms from a7roadD
8/11/2019 Bakalarska Prace - Barbora Vincenecova
9/87
Chapter 1
Introduction
1.1 Rationale
Marketin? communication is an interactive!process T#oIley8 SSRU8 7ein? a tIo-Iay
XconversationY 7etIeen the producer and the consumerD .ompanies need to inform their
customers a7out neI or eCistin? products8 communicate innovations8 try to persuadeneI consumers to try their products8 summin? up8 esta7lish aIareness a7out 7rands in
the consumerZs mindD $he consumer perceives the 7rand8 creates his or her personal
opinion and acts accordin? to his or her attitude to the product promotedD "or most
companies the #uestion is not $hether to communicate but rather $hat to say% to $hom
an& ho$ often!Kotler TSS[ QS;UD 'n the other hand8 Jilmshurst and Mackay T9::9U
underscore the importance of the ri?ht com7ination of all communication tools involved
7ecause the Iron? selection could lead to confusion of the customers8 even more8discoura?in? them from purchase the productD
After the fall of the %ron .urtain8 neI markets emer?ed in .entral and Eastern EuropeD
$he increasin? interest in international trade has hei?htened the need for the
introduction of marketin? communications in order to ?ain neI customersD $he
cosmetic market in the .zech #epu7lic seems to 7e a ?ood eCample of the penetration
of forei?n firms into former .ommunist 7lock countriesD +oIever8 feI studies attempt
to map the differences 7etIeen marketin? communication strate?ies of traditional
.zech enterprises and the neI entrants from a7roadD
$he purpose of this dissertation Ias ori?inally to compare the marketin?
communication strate?ies of tIo selected cosmetic companies \ first one from the
.zech #epu7lic and the second one from a forei?n countryD 4nfortunately8 due to
difficulties in ?ainin? the trust of any .zech company there had to 7e a chan?e of
1
8/11/2019 Bakalarska Prace - Barbora Vincenecova
10/87
o7=ectivesD $his meant that the study had to concentrate on the forei?n enterpriseD
Nevertheless8 the Huestions8 Ihich this paper seeks to ansIer8 are as folloIs6
D Jhich methods of advertisin? does the company use
9D Jhat types of sales promotion does the or?anisation apply to attract customers
PD Jhich pu7lic relation practices does the association utilize to communicate Iith its
stakeholders
1.' (vervie$ of )hapters
$he rest of this dissertation is divided into five further chaptersD $hese are noI 7rieflydetailedD
/olloIin? the introductory chapter the second chapter provides a 7ack?round to the
industry 7ein? investi?ated8 namely the .zech cosmetic industryD .hapter three is
dedicated to literature revieID %n this part8 advertisin?8 sales promotion and pu7lic
relations T1#U Iill 7e outlinedD %n the fourth section8 Ie Iill discuss the methodolo?y of
this survey and =ustify the choice of the selected methodD $hereafter8 the part re?ardin?
findin?s takes place and finally8 Ie Iill conclude the Ihole researchD $he last chapter
Iill provide recommendations for the future researchD
$he folloIin? chapter Iill re?ard the political 7ack?round8 the situation in the .zech
cosmetic market and a description of the investi?ated company AvonD
2
8/11/2019 Bakalarska Prace - Barbora Vincenecova
11/87
Chapter 2
Industry Background
$his chapter is concerned a7out the industry 7ack?round in the .zech #epu7licD /irst8
the political situation Iill 7e discussed to understand the stran?e 7ehaviour of the .zech
marketin? mana?ers involved in the researchD *econd8 the current situation of the
cosmetic market in the .zech #epu7lic Iill 7e outlined and finally8 the investi?ated
association Iill 7e descri7edD
'.1 *olitical backgroun&
'ver forty years of communism in the .zech #epu7lic has created such a le?acy in the
mind of the population that it Iill 7e a lon? time 7efore it is for?ottenD *ome differences
Ihen mentionin? the attitude to Iork could 7e o7served Ihen comparin? the ?eneration
that ?reI up under the communist re?ime and the youn?er mem7ers of the populationD
As everythin? Ias directly prescri7ed8 for eCample8 the amount of production8 the
salaries and eCtra pay or indirectly prescri7ed from the decision makin? centre of
MoscoI throu?h the five-year plans8 then all the companies aimed to meet these plans
or eCceed them[ profit Ias not a consideration T%onescu8 S;LU D Moreover8 the decision
makers even Ianted to foresee the ?lo7al demand therefore8 there Ias no need to
esta7lish marketin? department Iithin the associations T*avitt8 9::UD 'n the other
hand8 in li7eral systems the most desira7le aim is to ?ain profit8 satisfy the Iorkforce
Iith sufficient Ia?e and other soft 7enefits like a company car or other perHuisites
T&ros and *teinherr8 9::UD Marketin? department is a commonplace in the vast
ma=ority of current or?anisationsD
Enterprises in the .zech #epu7lic until SRS Iere appreciated 7y the decision makers
for overproduction 7ut there Iere no eCtra appraisals for the individual IorkersD All the
3
8/11/2019 Bakalarska Prace - Barbora Vincenecova
12/87
employees includin? the mana?ement Iere Iorkin? for the stateZs needs and not for
their oIn interest8 Ihich caused a lack of motivation leadin? after some time to
ne?ative attitudes to Iork T#akoIska-+armstone8 SLSUD $here Iere no future
prospects for the individuals in terms of the company 7ecause everythin?8 even
promotion8 Ias or?anised from MoscoID %n addition8 the IorkersZ social layer played asi?nificant roleD /or eCample8 the children of miners Iould 7e appraised and Iere likely
to have ?ood future Iork prospects =ust 7ecause of their parentsZ social layerD
$he political system had its oIn influence as IellD $he only accepta7le political party
Ias the communist one and the mem7ership in it Ias considered as hi?hly
recommendedD $he person Ihose parents Iere not mem7ers of the communist political
party had severe difficulties Ihen8 for instance8 applyin? for the university or Ihen
tryin? to ?ain a senior mana?ement positionD 'f course8 these facts ne?atively affected
the Iork opportunities for the future lifeD $he people Iere forced to Iork8 as it Ias
compulsoryD $he mana?ement system Ias often top-doIn structured8 knoIn as
Xpeachin?Y Ihich meant that informin? the top mana?ement Ihen someone Ias
demonstratin? antipathy Iith the re?ime or tried to communicate Iith Xthe JestY - Ias
commonD
$he a7ove discussion shoIs that the mem7ers of the XolderY ?enerations Iere veryoften 7ored Iith their =o7 and unmotivatedD %n contrast to this8 the Xyoun?erY
?enerations seem to 7e very am7itious8 hard Iorkin? and self-confidentD %t seems as
thou?h the youn? people Iant to make up for the loss of forty years of total separation
from the Iestern European countries T3lack7urn8 SSUD Nevertheless8 some remnants
of the communist style of mana?ement can still 7e o7servedD $his research has shoIn
that most mana?ers contacted Iho Iork for the ori?inally .zech cosmetic companies
seem to 7e suspicious8 distrustful and not Iillin? to let some7ody from outside the firm
take a look insideD $his is clearly demonstrated Iith the ne?ative attitude of the .zech
eCecutive 7odies Ihen they refused to cooperate in this studyD $herefore8 the initial
o7=ective to eCplore the marketin? strate?ies of the .zech enterprise compared to its
international counterpart Ias amended due to the impossi7ility of o7tainin? data from
the .zech firmsD
4
8/11/2019 Bakalarska Prace - Barbora Vincenecova
13/87
'.' )urrent cosmetic market
After the collapse of communist re?ime8 neI cosmetic companies from forei?n
countries entered the .zech marketD *uddenly8 there Iere traditional local enterprises
TVermacol8 Astrid8 Eva and many othersU Iith no previous eCperience of Ihat Iestern
countries Iould consider to 7e marketin?8 competin? Iith the companies from a7roadD
$he favourite places Ihere the customers 7uy cosmetics are a hypermarket8 specialised
dru?store T%N.'MA #esearch8 9::U or a perfumery T%N.'MA #esearch8 9::UD
Althou?h8 most of the customers com7ine their shoppin? in different shoppin? stores8
hypermarkets and specialised dru?stores remain the most popular place to 7uy
cosmetics for P:] of the .zech population T%N.'MA #esearch8 9::UD $he %N.'MA
#esearchZs 9:: survey has shoIn that .zech Iomen usually 7uy ?oods such as
shoIer ?els in supermarkets8 Ihereas perfumes or decorative cosmetics tend to 7e
purchased in the specialised storesD .$K T9::7U presumes that the vast ma=ority of the
hypermarket visitors are price-sensitive consumers Ihilst in the specialised dru?stores
Ie can find customers Iho seem to 7e more interested in the assortment8 they 7uy
trademark merchandise and the Iidth of the assortment and pleasant shoppin?
environment seem to 7e for them more important than the priceD %n contrast8 .$K
T9::aU emphasises that even price-conscious consumers are prepared to purchase in the
specialised dru?stores if the prices and the assortment supply is the same or 7etter than
in hypermarketsD iVNE* T9::U points out that the increasin? price-sensitivity of the
.zech people could 7e caused 7y hi?h levels of unemployment and sloIer ?roIth of
real Ia?esD $here is evidence that the population Iith medium and hi?h education
appears to 7e interested in products distri7uted 7y direct marketers Ihere the most
si?nificant producer seems to 7e Avon T%N.'MA #esearch8 9::UD
$he 7est mean of communication Ihen concernin? cosmetics seems to 7e a leafletT.$K8 9:: 7UD Jithin the frameIork of the Ihole dry ?oods market8 cosmetic is the
most promoted cate?ory T.$K8 9:: 7UD $he list continues Iith the statement of the
most promoted sorts of cosmetics such as various cr^mes8 perfumes and make-up in the
specialised dru?stores and hi?hli?hts that cosmetics is the most promoted cate?ory of
?oods in the hypermarkets as IellD +oIever8 .zech consumers seem to 7e influenced
7y their personal eCperiences8 the Huality and price of the ?oods and the ?oodIill of the
5
8/11/2019 Bakalarska Prace - Barbora Vincenecova
14/87
8/11/2019 Bakalarska Prace - Barbora Vincenecova
15/87
on three occasions TAvon .osmetics8 9::Q?UD /urthermore8 the article states that the
or?anisation o7tained _$he *pirit of Avon AIardZ in 9::9 for meetin? the sales tar?ets
despite the fact that the headHuarters in 1ra?ue had to 7e evacuated due to summer
floodsD Avon .osmetics T9::Q?U hi?hli?hts that the .zech su7sidiary of Avon achieved a
si?nificant increase in customers in the cate?ory X+air cosmeticsY therefore[ it deserved_$he .EE Marketin? ECcellence AIardZ three years a?oD Additionally8 Avon .osmetics
T9::Q?U emphasises that in 9::P8 the enterprise received _$he .EE Marketin?
ECcellence AIardZ for successful launchin? the ran?e X1lanet *paY on the .zech market
and from the _.entral ` Eastern Marketin? &roupZ the company o7tained a special
aIard for the successful launch of the ran?e X/or menY last yearD #ecently8 the company
IorldIide has introduced its oIn collection of =eIelleryD
$he political 7ack?round8 the situation in the current .zech cosmetic market and the
detailed description of the investi?ated company Iill help us to understand the
marketin? 7ehaviour of the firm on the marketplaceD $he neCt part of the dissertation
Iill concern the research topics advertisin?8 sales promotion and pu7lic relations T1#UD
7
8/11/2019 Bakalarska Prace - Barbora Vincenecova
16/87
Chapter 3
Literature Review
$he purpose of this chapter is to provide information a7out the marketin?
communication miC used to promote the productD $here is no space for introducin? all
of them Tsee /i?ure PDU therefore8 the three most Iidely used Iill 7e considered \
advertisin?8 sales promotion and pu7lic relations T1#UD 'n the other hand8 there is
another mean of communication _Iord of mouthZD $his method is very difficult to
command as it eCpresses the customerZs perception of the 7rand and the producer can
hardly mana?e to control the peopleZs eCperience or opinion a7out the particular product
TJilmshurst and Mackay8 9::9UD
+igure "01: Coon counicationprootion tools
Advertising 3ales
Prootion
Pu-lic
$elations
Personal
3elling
4irect
ar!eting
1rint and7roadcast ads
.ontests8?ames8sIeepstakes8lotteries
1ress kits *alespresentations
.atalo?s
1acka?in?-outer
1remiums and?ifts
*peeches *ales meetin?s Mailin?s
1acka?in?inserts
*amplin? *eminars %ncentivepro?rams
$elemarketin?
Motionpictures
/airs and tradeshoIs
Annual reports *amples Electronicshoppin?
3rochures and7ooklets
EChi7its .harita7ledonations
/airs and tradeshoIs
$( shoppin?
1osters andleaflets
Vemonstrations *ponsorships
Virectories .ouponin? 1u7lications#eprints of ads #e7ates .ommunity
relations3ill7oards oI-interest
financin?o77yin?
Visplay si?ns Entertainment %dentity media
8
8/11/2019 Bakalarska Prace - Barbora Vincenecova
17/87
1oint-of-purchasedisplays
$rade-inalloIances
.ompanyma?azine
Audiovisualmaterial
$radin? stamps Events
*ym7ols and
lo?os
$ie-ins
*ource6 Kotler TSS8 pD QSLU
+avin? the product in the certain place8 settin? the appropriate price and decidin? Ihich
distri7ution channels to utilize is simply not enou?h to start the sellin? process[ the
consumer must notice the product and all the product miC included TJilmshurst8 and
Mackay8 9::9UD $he method hoI to ?ain and retain the consumerZs attention is called
marketin? strate?yD $his means introducin? the strate?ic marketin? plannin? into
particular &ay,to,&ay marketing tactics an& operations! T/ifield8 SSRUD /i?ure PD9
illustrates the development of marketin? strate?y in a common IayD
9
8/11/2019 Bakalarska Prace - Barbora Vincenecova
18/87
+igure "02: 4eveloping ar!eting strategies
*ource6 /ifield TSSR8 pD RU
Je could see that to set up a marketin? strate?y Ie need to clarify appropriate
marketin? o7=ectiveD 3efore8 Ie must specify or?anisational ?oals8 Ihich determine the
strate?ic marketin? positionD ECplorin? market needs and opportunities Iill help us to
esta7lish market niche for Ihich Ie can start the productionD $he last item remains the
or?anisational capa7ility8 Ihich reveals the internal resources for efficient operation of
Marketing
objective
Marketingstrategy
Opportunities
Competitive opportunitiesnvironment au!it
Opportunities an! t"reats*tructural opportunities
#ap ana$ysisMarket attractiveness
Organisationa$ capabi$ity
%esource&per'ormanceau!it
(trengt"s an! )eaknessesCompetitor ana$ysis*n!ustry ana$ysis
Market nee!s
Customer be"aviourMarket segmentation
Marketattractiveness#ap ana$ysisMarket s"are
+eve$ o' invo$vementMet"o! o' entry
Organisationa$ goa$s
Mission statement
,usiness objective
,usiness strategy
(trategic marketposition
-"e
marketingmi./es0
Marketp$ace
imp$ementation
1
8/11/2019 Bakalarska Prace - Barbora Vincenecova
19/87
the associationD 'nce Ie have created the particular strate?y marketin? miCes their
implementation can take placeD
NoI Ie understand hoI to plan a marketin? strate?y and Ihat tools to useD $he
folloIin? lines Iill discuss the marketin? communication methods8 their functions8
7enefits and shortcomin?s in more depthD /irst8 advertisin?8 second8 sales promotion and
third8 pu7lic relations T1#U Iill 7e outlinedD At the very end of this chapter8 the
summary Iill recapitulate the secondary researchD
+.1 A&vertising
T#oIley8 SSRU defines advertisin? as
Any pai& form of non,personal presentation an& promotion ofi&eas% goo&s or services by any i&entifie& sponsor. -he pages of
professional ne$sletters an& magazines are common avenues fora&vertising information pro&ucts!D
$his chapter is ?oin? to descri7e various aspects of advertisin?D /irst8 functions of
advertisin? Iill 7e introducedD *econd8 different types of advertisin? and finally8 styles
and appeals of advertisin? Iill 7e eCplainedD
"0101 +unctions o, advertising
Accordin? to recent research8 three functions of advertisin? can 7e perceivedD %n this
part8 they Iill 7e demonstrated in more depthD
Advertisin? is a process used 7y a merchandiser to inform customers T0eshin8 SSRUDMoreover8 *mith TSSQaU postulates that advertisin? comes across Ihen launchin? neI
product or Ihen the customer needs to 7e informed a7out the already eCistin? oneD 'ne
could also say that the main function of advertisin? is to provide particular informationD
11
8/11/2019 Bakalarska Prace - Barbora Vincenecova
20/87
/urthermore8 3atra8 Myers and Aaker TSS;U append that advertisin? plays si?nificant
role in chan?in? consumersZ mind8 ?ainin? their attention and persuadin? them a7out
Hualities of the productD
$he most desira7le aim of advertisin? seems to remain the support of the sale of
concrete merchandise8 as mentioned a7ove freHuently accomplished 7y providin?
sufficient information to underpin customersZ aIareness of the certain product TArens8
9::9UD /or the same reason8 oI and Mohr T9:::U shoI that some ?oods could 7e
purchased at a seasonal 7asis only8 advertisin? functions as a reminder to the pu7lic
meanIhileD 'n the contrary8 some professional services like medical or le?al Iere not
connected Iith advertisin? techniHues in pu7lic opinion for many years T&arretson and
.loI8 SSSUD
"0102 5ypes o, advertising
0eshin TSSRU divides advertisin? in three parts6
1ioneer advertisin?6 this type of advertisin? is useful Ihen merchandisers
provide information related to neIly launched product that potential customers
could notice it moreover8 it serves to 7oost the potential consumersZ aIareness
rather than to alert on the merchandiseZs aspects of HualityD
.ompetitive advertisin?6 this tries to attract potential consumers Iith providin?
particular information a7out the productZs 7enefits that seem to 7e uniHue and
unlikely to found in other competin? itemsD
.omparative advertisin?6 this means strai?ht comparison 7etIeen tIo or more
competin? products in the marketplaceD Additionally8 the author points out that is
necessary to put stress on the special conditions Iithin the En?lish market Ihere
the neI $rade Marks Act from SS alloIs companies directly to compare its
products Iith its competitors to foster competitive advanta?eD
12
8/11/2019 Bakalarska Prace - Barbora Vincenecova
21/87
"010" Advertising in practise
$Io variant approaches in advertisin? practice could 7e noticedD #ational and emotional
appears and their em7ranchment Iill 7e discussedD
Rational appeal v emotional appeal
As the name reveals the difference 7etIeen rational and emotional appeal of the
advertisement is o7viousD $he rational appealsZ aim is to inform customers8 either
eCistin? or potential8 a7out the product[ the Ihole ad is a7out providin? some
specification a7out the merchandiseZs features and is freHuently used in the computer
market and in 7usiness\to\7usiness advertisin? Ihereas the emotional appeal is 7ased
on processin? a particular emotion in the o7serverZs mind T0eshin8 SSRUD Vifferent
types of rational and emotional appeal Iill 7e discussed later onD +oI the rational and
emotional appeals connected Iith the level of customerZs level of interest Iork see
/i?ure PD9D
+igure "02: 5he -alance o, eotions and in,oration provision
*ource6 /ill TSSS8 pD 9R9U
A&vertising appeals
$here are tIo various types of advertisin? appeals Ihich Iill noI 7e taken in accountD
/uture appeal means8 accordin? to 3atra8 Myers and Aaker TSS;U a type of
ig" invo$vement
+o) invo$vement
%ationa$ pro!uct attribute appea$s
*n'ormation provision
,ene'it c$aims
motiona$ imagebase! appea$s
(ocia$ ego "e!onic orientation
13
8/11/2019 Bakalarska Prace - Barbora Vincenecova
22/87
advertisement hi?hli?htin? the main Hualities or elements of the merchandise or service
offeredD %n accordance Iith Vriver and /oCall TSRU8 the producer uses this type of
advertisin? Ihen an intended comparison Iith other competin? product is desiredD
Another type of advertisin? appeal is price or value appeal Ihich tries to convince the
7uyers that they o7tain other value Iith the purchase of that particular product or thatthey save money as *mith TSSQaU notesD $he Iriter mentions also that this techniHue is
more efficient Ihen accompanied Iith another value for the customers such as hi?h
Huality and loI priceD ikeIise8 the main attri7ute of the ad could 7e Huality T/ill8
SSSUD Advertisin? Ihich emphasises Huality is called Huality appealD $here is another
appeal named neIs approach8 Ihich in a con?ruence Iith 3atra8 Myers and Aaker
TSS;U is useful Ihen the product has 7een innovated or other chan?es could 7e
discoveredD A different vieI is popularity appeal Ihich concentrates on shoIin? theposition of the 7rand in the marketplace for instance the 7rand 50 is the NoD in &reat
3ritain T0eshin8 SSRUD %n contrast8 fear or an?er is freHuently used to develop the
feelin? of fear or an?er in the customer in order to persuade him or her to identify Iith
the product T*mith8 SSQaUD Another eCample is a social acceptance appeal Ihich8
accordin? to Arens T9::9U8 tries to lead the 7uyers to feel like their favourite film starD %n
a?reement Iith /ill TSSSU8 the manufacturers often focus on ?ainin? the pu7licZs
aIareness of the 7rand tar?etin? on the peopleZs mind or ori?inate a special uniHue
ima?eD $his techniHue is called sensory appealsD
"010' 3tyles o, advertising
*tyle of advertisin? divides into tIo 7road areasD $hese are appeals 7ased on the
provision of information and appeals 7ased on emotions and feelin?sD $hese areas are
noI discussed in turnD
/irst of all8 Ie Iill consider appeals 7ased on providin? informationD Manufacturers
implement factual advertisin? Ihen they Iant the consumer to purchase the
merchandise that is Ihy the ad as a Ihole is concerned to ?ive particular information
T0eshin8 SSR[ /ill8 SSSUD /urthermore8 this approach is used to underpin the
consumersZ final resolution T+arker8 9:::UD $he 7uyer can reco?nize real - life situations
14
8/11/2019 Bakalarska Prace - Barbora Vincenecova
23/87
Ihen he or she has 7een eCposed to that type of advertisement8 to illustrate8 tIo Iomen
involved in recommendation of the Iashin? poIder T/ill8 SSSUD #eceivers Iill identify
themselves Iith the performers and seein? that the promoted product has successfully
solved the performerZs pro7lem8 7uyers are tempted to purchase that one for solvin?
their oIn pro7lems T3ranthIaite8 9::9UD *imilarly8 the style of advertisin? calleddemonstration could 7e perceived as an advertisement8 Ihere8 as Erdo?an and $a??
T9::PU declare8 the particular merchandise is descri7ed as the only Iay hoI to tackle
some pro7lem[ the product seems to 7e the ideal solution8 take the case of advertisement
of medical products often use to overcome the sufferin? and so onD .onsiderin? another
type of advertisin?8 testimonial8 Ie could o7serve that the aim of this is to convince the
customers of Hualities of a concrete product 7y usin? a spokesperson appraisin? the
merchandiseZs attri7utes and 7enefits moreover[ the person should 7e someone familiarto the pu7lic Erdo?an and $a?? T9::PUD $he trustIorthiness is the ma=or aspect of the ad
as the authors stateD
$he second type of advertisin? is 7ased on emotional feelin?sD $his contains various
stylesD /or instance8 usin? fear folloIs tIo tar?ets6 first8 the customer is Iarned of
conseHuences of inappropriate handlin? Iith the product or unsuita7le manners and its
possi7le hazard Tdrink drivin?U[ second8 the patron Iould 7e eCposed to pu7lic
indi?nation if not used the particular merchandise8 to demonstrate advertisements
promotin? anti-dandruff shampoo T+ackley8 9::PUD 3esides8 he declares that fear could
7e considered as a ?reat tool to convince the onlookers to take proper moves Tfor
eCample stop smokin?UD 'n the other hand8 eCa??eratin? the pro7lems could cause the
customersZ alienation T/ill8 SSSUD A different case is humourD $he employment of
humour can usually ?uarantee that the consumer Iill 7e in a ?ood disposition8 Ihich
could ensure his or her positive perception of the 7rand T+ackley T9::PUDAs the person
is lar?ely persuaded of the Huality of the product8 there is hi?h pro7a7ility that he or sheIill 7uy it as the paper commentsD %n contrast8 /ill TSSSU notes that some issues
toIards not usin? humour have 7een raised8 the mission of the ad can disappear Ihile
concentratin? on the humour component8 and cross-7order advertisin? could tackle
pro7lems Iith translation as conveyin? the messa?e could cause o7staclesD %n
correspondence Iith 'kazaki and #ivas T9::9U8 there is evidence that advertisin? in
recent years usin? animation has 7een aimin? especially on children as the uninterestin?
15
8/11/2019 Bakalarska Prace - Barbora Vincenecova
24/87
product could pull the o7serversZ noticeD As there are no pro7lems Iith translation the
advertisin? seems to 7e a7le easily to reach cross-7orders eCtend as the authors assumeD
Advertisin? styles can use seC as IellD 4tilisin? seC can 7e re?arded as eCceptiona7le
and it really Iorks in some cases only Nielson and .urry TSSLUD 3rands concernin?
Iith underIear often provide ads Iith seC appeal tryin? to ?ain the peopleZs aIareness8for eCample some perfume producers use that as Iell as the Iriters claimD %ncludin?
musicIithin the advertisement could 7e appertained as on of the tools hoI to raise the
consumersZ attention and to create positive aspect to the 7rand promoted T/ill8 SSSUD
$he consumer mi?ht easily remem7er the melody and connect it Iith the particular
product neCt time Ihen displayed to the adD Moreover8 music can interpret the lifestyle
as many car producers shoI T/ill8 SSSUD %t can serve to foster the product
differentiation as Iell as the author proposesD Jhat is more8 usin? fantasy andsurrealism can induce different perceptionsD *eein? an advertisement shoIin? the
product in unusual situations evokes various notions hoIever8 the producer should 7e
aIare of the possi7le misunderstandin?D 'ften sym7ols and special si?ns are used
T'kazaki and #ivas8 9::9UD *lice of lifeis the name of the folloIin? styleD 1eople from
the _real lifeZ try to persuade the final users throu?h the performance in front of the
camera TNielson and .urry8 SSLUD $hese _normalZ people are in some cases much more
likely to convince the pu7lic of Hualities and attri7utes of the promoted merchandise
rather than cele7rities or other influential individuals8 that is Ihy many producers
prosper from the nature of this type of advertisin? T0eshin8 SSRUD Not every
advertisement includes spoken IordD Non-ver7al advertisements are freHuently
eCploited Ihen the producer intends to launch the particular product in forei?n markets
as Iell as there are no restraints Iith the forei?n lan?ua?e interpretation T3ranthIaite8
9::9UD .hocolate producers8 7eer industry also insurance a?encies often use the method
called 7rand herita?e or history T0eshin8 SSRUD Not only the styles mentioned a7ove
eCist8 there are many moreD 0eshin TSSRU puts forIard other types of advertisin? as
mini \ drama8 continuin? character8 pastiche8 spectacular8 musical8 sta?e shoI8
infomercials and many othersD
16
8/11/2019 Bakalarska Prace - Barbora Vincenecova
25/87
"010* 6hen ads %or!
%nformation included in the ad invokes a special emotional feelin? in the customerZs
heart that is Ihy the producers should 7ear in mind that even the advertisement focused
on providin? information leaves a certain trace in the personZs emotional perception of
the 7rand TVriver and /oCall8 SRUD .ompilation of the emotional and rational unit of
the ad creates a peerless mark in the pu7licZs mind and that is Ihy the merchandiser
should 7e aIare of and handle Iith this intan?i7le asset carefully T
8/11/2019 Bakalarska Prace - Barbora Vincenecova
26/87
+igure "0": 5he prootion process
*ource6 /ifield TSSR8 pD 9LU
$he process 7e?ins Iith settin? promotional o7=ectivesD /rom identification of the tar?et
evidence8 Ie are a7le to select the appropriate messa?eD An important issue is
apparently selection of the ri?ht medium to convey our messa?eD $he final 7ud?et for
advertisin? could 7e approved afterIardsD $he last step is supervisin? and controllin?
the results in accordance Iith the o7=ectivesD
+.' ales *romotion
(ariant techniHues are used to increase sales 7y providin? free samplesD Vespite of sales
promotion plays si?nificant role in the marketin? miC this method seems to 7e less
re?arded than other parts Tdirect marketin?8 advertisin?U as *rinivassan8 and Anderson
TSSRU postulateD $here is evidence that more than in other areas of marketin?
1 (et promotiona$ objectives
2 *!enti'y t"e target evi!ence
3 (e$ect t"e message
4 (e$ect t"e me!ia
5 gree bu!gets
6 Monitor test an! contro$resu$ts
18
8/11/2019 Bakalarska Prace - Barbora Vincenecova
27/87
mana?erial positions in sales male eCecutives dominate T+armon8 SSLUD %n this chapter8
several topics are descri7edD /irst8 its function8 7enefits and limitations are discussedD
NeCt8 o7=ectives and finally8 techniHues of sales promotion are representedD
"0201 +unctions o, sales prootion
$he sales promotion techniHues influence customers8 resellers and producers as Iell
T/ill8 SSSUD VaIes T9::U points out that the ?roIin? trend of utilisation of this
marketin? tool could 7e o7served in recent yearsD Accordin? to his survey8 sales
promotion makes the purchasin? procedure si?nificantly easierD Also due to risin? ran?e
of products offered8 the sales promotion helps the producers to ?ain more space on the
retail shelves and the resellers could lure customers to their stores as the author saysD
+oIever8 sales promotion does not provide economies of scale compared to advertisin?8
so it is more likely to 7e utilized 7y companies Iith lesser market share ToI and Mohr8
9:::UD
"0202 ene,its o, sales prootion
*ales promotions have a dou7tless impact on the process of production as it ena7les to
settle the fluctuation of consumer demand[ moreover8 its chan?ea7ility to the amount
produced fosters the small 7usinessesZ financial situation toIards ?reater competitors in
the marketplace as lar?er enterprises have usually less limited financial sources T0eshin8
SSRUD *ales promotion can 7e considered as a ?reat tool for ?roIin? the sales in short
period of time TAlvarez and .assielles8 9::QUD aunchin? neI products connected Iith
effort to convince the customers to try avoids outdatin?[ mountin? the merchandiseoffered eCtends the customersZ selection can 7e stated as other 7enefits of sales
promotion TVaIes8 9::UD
"020" #iitations o, sales prootion
+oIever8 not only advanta?es can 7e seen Ihen eCplainin? the role of sales promotionD
%t indu7ita7ly underpins 7rand sIitchin? Ihich causes 7ad perception of the 7rand
19
8/11/2019 Bakalarska Prace - Barbora Vincenecova
28/87
T0eshin8 SSRUD Even some of the loyal consumers start 7uyin? the promoted product on
the certain occasion only TIhen the sales promotion is runnin?U or they may start
thinkin? that the promoted 7rand encounters sales pro7lems as 1eattie and 1eattie
TSSQU demonstrateD Alvarez and .assielles T9::QU proclaim that eCa??erated use of
sales promotion =eopardises the 7rand profita7ility at allD /inally8 dAstous andandreville T9::PU state that despite of eCtensive eCploitation of sales promotion in the
marketin? miC there is a scarce of academic research in this particular fieldD
"020' 6hen sales prootion %or!s
$o evaluate the efficiency of the sales promotion campai?n several criteria have to 7e
metD 0eshin TSSRU introduces the idea as folloIs6
*ettin? the o7=ectives must 7e done in a proper Iay in terms of o7viousness and
conciseness
Measurement of the tar?ets is commonplace
1lacin? unrealistic aims has no sense
/inancial coverin? of the campai?n must 7e sufficient
Alvarez and .assielles T9::QU hi?hli?ht that sales promotion cannot 7e realised as an
eCtemporisation8 conversely8 detailed devices should 7e Iorked outD
"020* 3ales prootion o-7ectives
$here are tIo types of sales promotion o7=ectivesD $hese are consumer o7=ectives and
trade o7=ectives and 7oth of them Iill noI 7e considered in turnD
)onsumer ob/ectives
2
8/11/2019 Bakalarska Prace - Barbora Vincenecova
29/87
.onsumer o7=ectives focus on the final userD $here are a num7er of aspects that fall into
this cate?oryD /irstly8 there is the increasin? use of customer re?isters8 7oth current and
prospective8 7y firms T0eshin8 SSRUD $hen8 there is the persuasion of consumers to try
neI or current merchandiseIhich #oIley8 TSSRU identifies a main o7=ective of sales
promotionD $he success of such a campai?n is also dependent on the nature of thepromoted product and the consumersZ involvement in the purchase T/ill8 SSSUD /or
more facts8 see /i?ure PDD
+igure "0': A sales prootion o-7ectives grid
*ource6 /ill TSSS8 pD P;PU
/rom the fi?ure a7ove several issues can 7e o7servedD /or current merchandise orservices8 the strate?y is apparently either to 7oost the usa?e or to persuade neI
customers to purchase a productD $hereafter8 the levels of usa?e and trial for the
particular market se?ment have to 7e approved T/ill8 SSSUD
A further consumer o7=ective is product re-purchasebloyaltyD $he aim of this o7=ective is
to create repeated shoppin? in the short-term strate?y and for the lon? term to ori?inate
it"out sa$espromotion
on$oya$s use 'ors)itc"ing
+oya$s use care'u$$y
:se sa$es promotionto stimu$ate tria$
on$oya$s usesa$es promotion toattract 'or tria$
+oya$s use sa$espromotion to re)ar!'or increase! usage
Newproduct ormarket
sta!lishedproduct ormarket
"igh Low
Involvement
21
8/11/2019 Bakalarska Prace - Barbora Vincenecova
30/87
the consumer loyalty TAlvarez and .assielles8 9::QUD %ncrease ratebfreHuency of
purchase has suchlike o7=ectives as the former one[ the achievement may 7e reached 7y
shoIin? neI utilisation of the current product T0eshin8 SSRUD $radin? up is another
consumer o7=ectiveD /ill TSSSU descri7es tradin? up as a techniHue Ihere the producer
prepares the promoted product in small Huantities and ?ives it in the consumersZdisposal in order to persuade them to 7uy lar?er amounts laterD 1arsons T9::PU
summarises that 7ecause of its Huick operation sales promotion is useful Ihen
launchin? a neI product or Ihen the producerZs intention is to overcome the difficulties
connected Iith some periods of the product life cycleD
-ra&e ob/ectives
$here are a num7er of trade o7=ectives Ihich the manufacturers may seek to meetD#esellers freHuently use traffic 7uildin?to lure the customers to visit the store Ihere the
particular promoted merchandise can 7e purchased TVaIes8 9::UD $his means profit
for 7oth partners of the distri7ution channel \ the producer and the retailer as IellD $he
other trade o7=ective is inventory 7uildin?D 3ecause of the producer Iants the customer
to 7uy ?reater amounts of the ?oods he or she also Iants to convince of eCtensive
inventory is availa7le T Nrhinen8 Nissinen and 1uska8 9:::UD 'n the other hand8
as 0eshin TSSRU su??ests8 the producer may develop neI product so he Iants thereseller to diminish his or her inventoryD 1arsons T9::PU assumes that sales promotion is
due to its a7ility to react Huickly could 7e used to decrease the effect of competitive
doin?s8 Ihich is another type of trade o7=ectivesD $here is another option hoI to support
the tradeD %n con?ruence Iith 0eshin TSSRU8 many aims of support to trade could 7e
o7served6 in-store samplin?8 seasonal production TsIimmin? suits8 ski8 and many
othersU8 impetus to try neI products and so onD ucas TSS;U presumes that in-store
promotion appears to 7e not very profita7leD Nrhinen8 Nissinen and 1uska T9:::U add
that the company mi?ht seek to re=uvenate decreased sales Iith proper sales promotionD
22
8/11/2019 Bakalarska Prace - Barbora Vincenecova
31/87
"020) 3ales prootion techni8ues
3asically8 there are three mem7ers of the distri7ution chain8 all of them havin? distinct
o7=ectivesD %n this part8 all the aims Iill 7e shoIn in more depthD /irst8 techniHues that
manufacturers use to cooperate Iith resellers8 second8 the methods of maintainin? the
relations 7etIeen resellers and consumers Iill 7e mentioned and third8 the main
attention Iill focus on techniHues used 7y manufacturers to attract consumersD $o
illustrate the possi7le channels of distri7ution8 see /i?ure PDQD $he company investi?ated
in this research is presented as manufacturer dealin? Iith final consumers therefore8 Ie
Iill focus on o7=ectives connected Iith manufacturers and resellers in more depthD
+igure "0*: Consuer ar!eting channels
*ource6 Adapted from Kotler TSS8 pD Q9SU
/ill TSSSU emphasises that manufacturers Iho try to persuade retailers to stock their
merchandise freHuently use these kinds of concessions6
7uyin? alloIances \ the retailer is ena7led to keep particular amount of ?oods in
recurred for certain orders
Manufacturer
#etailer
Jholesaler #etailer
.onsumer
23
8/11/2019 Bakalarska Prace - Barbora Vincenecova
32/87
merchandise alloIance \ the reseller is entitled to keep arran?ed amount of
?oods Iithout payin? for it
competition for the retailers \ aimed to underpin the retailersZ accomplishment
further trainin? for the resellers Iithout char?in?
'n the other hand8 there are o7=ectives Ihich are important for resellers to attract final
usersD
8/11/2019 Bakalarska Prace - Barbora Vincenecova
33/87
products from different ran?eD %ndeed8 the consumer 7ears in mind these tIo products
T*rinivassan and Anderson8 SSRUD +oIever8 *rinivassan and Anderson TSSRU ar?ue
that coupon implementation reHuires more money and timeD As descri7ed a7ove
coupons can 7e provided immediately to customers8 Ihich ena7les the producer to aim
on specific ?roup of consumers and as /ill TSSSU hi?hli?hts this is more eCpensive orthrou?h media8 Ihich carries the advanta?e of Iide intensity of impressionD Moreover8
Jilliams TSSU adds that usin? coupons has main draI7acks of shippin? eCpenses8
profusion and other disadvanta?es should 7e 7orn in mindD Additionally8 &arretson and
.loI TSSSU remind that another marketin? tool should accompany the couponin?
techniHueD $o lead the sales promotion campai?n to successful end the producer mi?ht
provide some price-offsD 1rice-offs mean that the manufacturer marks the merchandise
that the customer could accurately see that the price is loIered T/ill8 SSSUD Alvarez and.assielles T9::QU maintain that price-off or money-off are very common promotion
techniHues as they are effective Ihen attractive customersD %n addition8 0eshin TSSRU
eCplains that the neI price is freHuently hi?hli?hted on the packa?e itself8 entirely or as
a percenta?e to the previous priceD Nevertheless8 the author speculates there are
draI7acks linked to this method \ all the consumers Iill 7e eCposed to that price
reduction8 not the faithful ones onlyD As #app and .ollins TSRLU a?ree price offs could
7e implemented Iithin several days Iithout previous eCaminin? the eCpected outcomeD
1eattie and 1eattie TSSQU Iarn a7out the possi7ility of price Iars Ihen eCa??eratin?
price-off techniHues amon? competitorsD 3onus packs 7elon? to other sales promotion
techniHuesD 4sin? them eCpresses sellin? 7i??er value TtIo packs instead of oneU for
unvaryin? price T/ill8 SSSUD 0eshin TSSRU develops this idea 7y splittin? up the term
X7onus packY6
3onus pack itself - the packa?e is au?mented Iithout payin? more8 the increased
amount la7elled a7solutely or as a percenta?e of the re?ular volume
3anded pack - tIo or more products are fiCed to?ether
$hereafter8 0eshin TSSRU notes that the producersZ option relies on his or her potential[
the first techniHue involves capacities for enlar?ement of the packa?e8 Ihich is naturally
not inherent to all companies8 the second one needs eCtensive Iorkforce and more time
25
8/11/2019 Bakalarska Prace - Barbora Vincenecova
34/87
for fiCin? the packa?esD Another type of sales promotion techniHue used 7y
manufacturers to ?ain consumerZs attention is a free ?iftD 0eshin TSSRU concentrates on
these types of a free ?ift6
'n-pack free ?ift - the additional product is supplemented to the re?ular one Tfor
eCample a .V appended to a ma?azineUnevertheless8 larcenies could 7e re?arded
as an important shortcomin?
%n-pack free ?ift - the added product is hidden inside ordinary merchandise
Jith-pack free ?ift - useful in cosmetic industry
$he pack itself - the packa?e could 7e used a?ain after utilisation of the ?oods
$he survey of 0eshin sustains that all these practises Ihen used properly enrich the
7rand Iith si?nificant Iorth in the consumersZ mind8 this techniHue operates as a tool to
set of from its rivalsD Moreover8 0eshin TSSRU refers that the producer may Iant to
7oost the loyalty Iith creatin? more ensuin? free ?ifts so that the customer is tempted to
7uy a certain product in particular period of time ?ainin? this free ?ift IithinD %n
addition8 there is another allurement for the pu7lic6 sIeepstakes and contestsD /ill
TSSSU descri7es contest as the promotional tool Ihere consumers emulate in facultiesor Iorkmanship to o7tain some aIard8 Ihereas sIeepstakes are competitions Ihere the
person aIarded has to 7e chosen accidentallyD Easier selection of Iinners 7elon?s
dou7tlessly to advanta?es of the latter techniHue8 Ihich may7e leads to its ?reater
popularity as the research concludesD 0eshin TSSRU cites that on the one hand contests
and sIeepstakes could 7e o7served as ?ood chance hoI to create aura to the 7rand as a
Ihole8 7alanced a?ainst the time difficulties connected Iith settin? up the campai?nD
Jilliams TSSU punctuates the relevancy of pu7lic8 Ihich should 7e impressed 7y thepromotionD 1ursuant to his survey8 children 7elon? to the most influencea7le onesD 'n
the other hand8 smart cards can 7e perceived as the tool of futureD Jilliams TSSU
accentuates smart cards as further developed cards imposed mostly in the 4*AD +e
emphasises that these cards contain many information a7out the holder useful Ihen the
individual Iants to pay for the purchaseD %t is a7le to keep information a7out the date of
emption and Ihen it comes to payment at the checkout reader8 personal ?reetin? could
26
8/11/2019 Bakalarska Prace - Barbora Vincenecova
35/87
appear on the screen afterIards as the author saysD /urthermore8 #app and .ollins
TSRLU point for previous shoppin? come forIard and finally8 the price for all ?oods is
automatically su7tracted Ihen price reduction promotions are 7ein? in pro?ressD %nstead
of shoIin? the present at the store itself8 the customer may receive the ?ift 7y mail
T0eshin8 SSRUD +e su??ests that o7tainin? the present can 7e conditioned 7y increasedamount of 7uy[ the eCtra value can 7e sumptuous Ihich8 of course8 proves more value
for the receiverD %n accordance Iith his study8 this techniHue can serve to set apart to the
companyZs rivalsD +oIever8 there are other costs linked Iith this practice such as
posta?e8 Irappin? for eCample8 Ihich causes many eCpenditures to start the campai?n
as the author IarnsD *elf liHuidatin? offers may 7e a different sales promotion methodD
4sin? self-liHuidatin? offers does not reHuire many costin? items 7ecause part of the
costs is inherent to the individual and the second part Tsellin?8 eCposureU 7elon?s to thefirm as /ill TSSSU notesD *elf-liHuidatin? offers can 7e seen in the car industry8
eCceptional form could 7e noticed Ihen considerin? some media emulation T0eshin8
SSRUD $o demonstrate8 he descri7es the process on the eCample of a phone call that the
applicant has to complete to Iin the apprised aIard8 for instance to ansIer particular
Huestion8 hoIever the respondent is not aIare that the he or she call Iill pay for the call
Iith increased sum of money compares to usual char?eD $he disadvanta?e to its loI
costs could 7e that this is not a7le to 7oost the sales like other promotional tools8
furthermore8 no special merit to the pu7lic is provided as the author reasonsD %n
conclusion8 azar T9::QU refers to unlaIful types of sales promotion such as lottery
?am7lin?D $he company may use a specialised a?ency to prepare the Ihole promotion
pro?ramme TKramer8 9::QUD
+.+ *ublic Relations 0*REvery company has 1#8 even if it o7=ects it TMurray8 9::UD 1u7lic relation is a mean of
communication Iith eCternal and internal stakeholders of the firmD %n this chapter
various aspects of 1# Iill 7e discussedD /irst of all8 the 7enefits of 1# Iill 7e
eCplainedD *econd8 various functions of this marketin? tool and finally8 different types
of 1# techniHues are descri7edD
27
8/11/2019 Bakalarska Prace - Barbora Vincenecova
36/87
"0"01 ene,its o, P$
0eshin TSSRU sees the ma=or o7=ective of 1# as 7ein? a7le to create ?oodIill and to
provide enou?h information for the consumers that they Iill sympathise Iith thecompanyZs performance and comprehend its philosophyD Moreover8 +ayIood TSSRU
presents 1# as an eCcellent mean of sharin? information Iith the company and its
stakeholdersD EHually important8 Murray T9::U remarks that 1# seems to 7e
multilateral and ori?inative compared to other marketin? toolsD
.ompared to advertisin?8 1# offers the advanta?e of 7ein? someIhat more trustIorthy
7ecause the pu7lic perceives the information a7out the firm in a different Iay
TKoproIski8 SSQ[ 0eshin8 SSRUD Additionally8 traces of particular media methods
could 7e encoded in the 1# theme8 Ihich delivers the certain mission Iith more
relia7ility TKoproIski8 SSQUD KoproIski states that 1# seems to 7e less costly in
contrast Iith advertisin?8 as there are no eCtra costs for the media vehicleD Moreover8 as
the study shoIs8 1# possesses the a7ility to transmit the tar?et information immediately
to concrete pu7lic8 Ihich could 7e more pro7lematic Ihen usin? advertisin?D 1#8 like
no other form of marketin? communication8 has the faculty to ?enerate eCceptional
outcomes helpin? to foster the companyZs ima?e TKoproIski8 SSQ[ 0eshin8 SSRUD
.onversely8 as the investi?ations confirm8 the scarcity of 1# is dou7tlessly its ina7ility
to re?ulate the communication 7ecause the eCposure to the audience and the final
appearance of the messa?e 7elon?s to the mediaD
"0"02 +unctions o, P$
1# plays a momentous role in the Ihole marketin? miCD $here is evidence that usin?
1# can meet a variety of o7=ectivesD
$he company is operatin? Iithin a constantly varyin? environment thus it cannot
consider its position in the marketplace as static[ its task is to pursue the Iidespread
aIareness of the institutionZs performance in the overall vieI and re?ulate it to the
companyZs 7enefit T0eshin8 SSR[ Murray8 9::UD Moreover8 eCecutive 7odies have to 7e
28
8/11/2019 Bakalarska Prace - Barbora Vincenecova
37/87
continually informed a7out the companyZs conduct to make sure that the associationZs
actions do not trespass the ?enerally honoured political and social norms T0eshin8
SSRUD $he mana?ement of or?anisations concernin? hi?h-tech production8 as *eitel
T9::U hi?hli?hts8 rely on ?ood 1#8 as it is the only Iay of settin? up in an environment
full of rivalsD 'ne could also say8 pu7lic affairs entails maintainin? relationships Iithdifferent stakeholders such as press8 pu7lic enterprises8 trade unions and ?overnment
T(arey8 SSLUD Every company8 accordin? to 0eshin TSSRU8 should 7oth create and look
after ?ood connections Iith the pu7lic or?anisations 7ecause the local or ?lo7al
administrators eCpress opinions toIards many activities carried out 7y 7usinessesD 1#
is an eCcellent tool for maintainin? contacts 7oth Iithin the company and outside
T0eshin8 SSRUD Announcin? the or?anisational involvement in Xcharity donationY
pro?rammes could 7e8 as Jilson T9:::U postulates8 an admira7le eCample of creatin?positive pu7licityD All the stakeholders should 7e aIare of the companyZs situation
Iithin the marketplace and 1# uses a variety of techniHues to inform them Tfor eCample
periodicals for internal or eCternal useUD $he main o7=ective of profit-makin?
or?anisations is to create enou?h financial revenueD As noted a7ove8 the company
operates Iithin structuralised surroundin?s of stakeholders8 Ihose perception of the
or?anisationZs accomplishment seriously influences the amount of income achievedD
$he companyZs action should 7e presented truly to the pu7lic 7ecause ne?ative meanin?
from outIards could shape future failures T0eshin8 SSRUD Additionally8 in-house
activities develop the previous point8 hi?hli?htin? the importance of esta7lishin? and
keepin? ?ood communications Iith the internal employees8 as they create the core of
the company and ne?ative information routes Iithin the top-doIn mana?ement could
cause earnest pro7lems in production and8 therefore8 influence ne?atively the pu7lic
perception of the enterprise T0eshin8 SSRUD /urthermore8 Jilson T9:::U emphasizes the
advanta?es of employee volunteer pro?rammes as a marvellous inte?rative
communication policyD 1# promotes not only the or?anisationZs name 7ut it is
responsi7le for providin? appropriate information a7out its merchandise and services as
Iell T0eshin8 SSRUD Also8 7oostin? consciousness a7out neI product is noIadays more
likely to take the form of 1# rather than advertisin? T*eitel8 9::UD /inancial press and
financial eCperts could 7e re?arded as tIo ma=or financial stakeholders TMurray8 9::UD
'ne of the most important issues connected Iith the or?anisational performance is
29
8/11/2019 Bakalarska Prace - Barbora Vincenecova
38/87
unHuestiona7ly dealin? Iith the financial analysts8 Iho assess the corporate output 7y8
for eCample8 settin? value to the companyZs shares T0eshin8 SSRUD 1reparin? and
renderin? sufficient and Huality information can 7e re?arded as one of the 1#Zs task
T*affir8 9:::UD 3esides8 media relationsZ o7=ective is to drive attention and constant
aIareness T(arey8 SSLUD Maintainin? ?ood connections Iith media come under the keyconcern of 1# as many of the or?anisational missions are developed Iith the help of
them T0eshin8 SSRUD Media consist of people Iith their oIn estimation of Ihat the
or?anisation is doin?8 thus creatin? positive relationships Iith the media employees
could almost ?uarantee that the messa?es conveyed throu?h the intermediary Iill
correspond to the companyZs concept T0eshin8 SSRUD
1# is not only a7out hard Iork8 0eshin TSSRU su??ests that one of the very important
issues of 1# is to take proper actions in local or ?lo7al occasionsD +e proposes that the
enterprise should or?anise some amusin? pro=ect to reinforce ?ood connections Iith the
influential stakeholders such as employees or resellersD 'ne could also say that
providin? these _leisureZ activities ena7les the company to discover hidden needs and
pro7lems of stakeholders TMurray8 9::UD 'verall8 7usiness sponsorship means8
accordin? to 0eshin TSSRU8 that the or?anisationZs name could 7e linked to a particular
event8 Ihich could 7uild a stron? 7rand value to customersD Moreover8 (arey TSSLU
says that the audience is much more likely to 7ear in mind the promoted 7rand after
such eventD $he firm must plan the 1# process to meet the corporate o7=ectives set for
the particular campai?n[ the functions of 1# are simply not enou?h to achieve a?reed
?oalsD $o understand hoI the 1# process is planned8 look at /i?ure PD;D
3
8/11/2019 Bakalarska Prace - Barbora Vincenecova
39/87
+igure "0): 5he P$ planning process
*ource6 0eshin TSSR8 pD 9;9U
$he process is introduced 7y identifyin? 1# pro7lems and opportunitiesD $his represents
a fundamental for plannin? necessary 1# activitiesD $he folloIin? step is
implementation of the plan and the final step involves evaluation of the plan in
con?ruence Iith the initial pro7lems and the activities approvedD
"0"0" 5ypes o, pu-licity use in P$ practise
$here is evidence that the companies utilize a Iide ran?e of pu7lic relation tools in
practiseD %n this part Ie Iill descri7e them in more depthD 'ne of them is or?anisational
pu7licationsD NeIsom et alD T9::9U descri7es them as periodicals issued for internal use8
the Iorkforce and stakeholdersD %n correspondence Iith her research8 these serve to
provide information to the top eCecutive 7odies and to loIer levels of the structure as
IellD *he points out also that 7ulky enterprises mi?ht have this type of internal
neIsletter for Iorkers on the same level Tfor eCample for superintendentsUD 1rovidin?
or?anisational pu7lications seem to 7e crucially important for small 7usinesses as their
level of financial resources is limited and this techniHue 7elon?s to the less costly ones
-"e i!enti'ication o' ;%prob$ems&opportunities
-"e p$anning o' ;% activities
*mp$ementation o' p$an
va$uation o' p$an
31
8/11/2019 Bakalarska Prace - Barbora Vincenecova
40/87
T%lhator8 SSRUD Another type of pu7lications is industry pu7licationsD *mith TSSQ7U and
NeIsom et alD T9:::U eCplain that the enterprise mi?ht 7e a part of industry
or?anisation8 Iho could issue pu7lications in order to tackle some difficult tasks in the
particular environment and finally8 these are often distri7uted to industry deputies8
financial and economics eCperts8 administrative leaders and othersD $o achieve 1#?oals the company may provide trade association pu7licationsD $hey are distri7uted
Iithin the main office of trade or association union and they are eCpanded for the staff
on the same level of the structure TNeIsom et alD8 9:::[ Murray8 9::UD Nevertheless8
(arey TSSLU and NeIsom et alD T9:::U affirm that sponsored ma?azines could 7e
o7served as eCpensive8 many companies use them8 and rather the others practise
advertisin? to foster its interestsD Additionally8 (arey and NeIsom et alD postulate that
companies facin? decrease of profita7ility mi?ht not uphold issuin? them 7ecause oftheir hi?h costsD 'ne of the most Iidely used 1# tool is neIspapersD NeIsom et alD
T9:::U divides neIspapers to three ?roups6 for inside use8 outside use or for 7othD
Moreover8 she hi?hli?hts that the company may ?ain profit from distri7utin? them as
they mi?ht reHuire some amount of money from the receiversD NeIsletters for the
Iorkforce inside appear to 7e very efficient vehicle of contact as it could cover issues of
personal attention and amusin? stuff alon?side serious contri7utions as IellD 'n the
other hand8 $hompson TSS9U introduces another useful type of 1# source \ a 7rochure
for eCternal useD $here is another type of 1# tools8 hand7ooksD +and7ooks could 7e
re?arded as very effective mean of communication Iith employees 7ecause they
provide not only mentions a7out the companyZs performance 7ut also useful information
of all the individualZs duties and 7enefits that the enterprise presents T*affir8 9:::[
*eitel8 9::UD %t should contain sufficient information a7out the companyZs inside
procedures8 crucial people the employee must knoI and a7out all the help from the
or?anisation8 the person should utilise toIards his or her oIn carrier pro?ress as the
authors claimD 3esides8 this type of pu7licity can have eCternal form as mentioned in the
studyD $he or?anisation may utilise audiovisual methods of communication as IellD
*ponsored films are produced Iithout famous actors and are at disposal Iithout any
payin? as edin?ham and 3runin? T9:::U reportD Jhen talkin? a7out sponsored films8
Ie usually focus on hu?e enterprises Iith their oIn producin? facilities as the research
notesD /eature fillers also 7elon? to this cate?oryD %n the vieI of *affir T9:::U8 feature
32
8/11/2019 Bakalarska Prace - Barbora Vincenecova
41/87
fillers can 7e considered as short lastin? clips often shoIn on special occasions
Tsportin? eventsU .orporate videos for eCternal use are a type of 1# practises and
freHuently take form of videos for classrooms[ they mi?ht carry issues for education and
may have similar appearance to documentaries TNeIsom et alD8 9:::UD *eitel T9::U
makes the point that this method appears to 7e one of the most effectiveD $here isevidence that in the medical and health sector corporate videos for internal uses appear
to have si?nificant importance T*mith8 SSQ7UD NeIsom et alD T9:::U declares that these
could 7e o7served as very similar to internal neIsletters 7ut takin? different form8
moreover8 havin? similar functionsD $here are different means of 1# communication
such as teleteCt8 videoteCt8 internet and intranet in the 1# practiceD 4sin? teleteCt
reHuires a special decoder8 Ihich ena7les the a7onent to read information on Ihatever
kinescope Ihilst videoteCt messa?es could 7e distri7uted throu?h either $( or computerTNeIsom et alD8 9:::UD Additionally8 *eitel T9::U eCplains that usin? intranet 7ecomes
IorldIide as utilisin? of the 1. technolo?y could 7e o7served even in smaller
enterprisesD NeIsom et alD T9:::U nails doIn that intranet could 7e termed as internal
mean of communication Ihere information is sent and received throu?h computer
facilitiesD *peeches are very important tool of 1# techniHues T*affir8 9:::UD $he
individual 1# employeeZs duties are preparin? them for others Ihereas he or she has to
7ear in mind several momentous issues such as that relevance of the speech Ttar?eted
?roup of listeners8 credi7ility of the speech8 individual prereHuisites and a7ilities of the
spokesperson to transmit the missionU as *affir continuesD /inally8 he adds that speeches
freHuently take a Iritten form and thereafter8 producers distri7ute them to particular
pu7licD Meetin?s could 7e re?arded as a ?ood source of pu7licity8 accordin? to
KoproIski TSSQU and NeIsom et alD T9:::U8 especially meetin?s for outside needs as
some of them can 7e 7roadcasted via media IaysD 'n the other hand8 KoproIski and
NeIsom et alD remind that meetin?s inside the or?anisation could 7rin? response from
employees to top mana?ementD *peeches seem to 7e si?nificant in health care industry
as doctors are Iidely respected as uncroIned authorities8 see the research from *mith
TSSQ7UD .osmetic companies often convey their messa?es throu?h renoIned make-up
stylistsD .ompanies often contri7ute to press release to create additional information
a7out products themselves or the corporationD .ompared to advertisin?8 1# releases
seem to ori?inate the particular information outside the or?anisation8 Ihich has positive
33
8/11/2019 Bakalarska Prace - Barbora Vincenecova
42/87
impact on customerZs perception of the 7randD 1# articles appear to 7e more trustIorthy
than advertisin? as stated a7oveD +oIever8 there is evidence8 that employees responsi7le
for the campai?n should not use some Iords Ihen producin? 1# messa?eD '7ston
T9::U hi?hli?hts that the most unsuita7le Iords are6
2ni#ue\ the dictionary eCplains the Iord XuniHueY as somethin? that eCists in
one piece onlyD (ery feI enterprises could prove that they are the sole producers
3reakthrough\ accordin? to the author8 this Iord has no sense at all
Revolutionary\ usin? this Iord should 7e kept connected Iith political issues
)utting 4&ge\ the author o7serves this Iord someIhat o7solescent
5orl& )lass\ sayin? XIord classY means providin? somethin? eCtra8 a?ain8 hoI
can the companies confirm this statement
tate,of,the,Art\ usin? this Iord strikes to 7e inappropriate and old-fashioned
4nhancing harehol&er 6alue \ merchandisers freHuently dis?uise Iith this
phrase the ri?ht meanin? of the concrete action6 actin? that Iay 7ecause it Iill
7rin? the hi?hest revenue
)yber,anything\ one of the most unsuita7le Iords at all
'7ston T9::U emphasises the ma?nitude of reprint8 in other Iords8 the second chance
for the enterprise to steer the certain information to particular pu7lic after discovery that
the first release did not achieve intended ?oalD Also8 otherpromotionalmessa?es could
7e pointed outD ocal department store Iith limited 1# 7ud?et could send a 7irthday
card to customers8 as this techniHue seems to 7e effective and less costly T%lhator8 SSRUD
NeIsom et alD T9:::U punctuates others means of 1# communication as Iell8 amon?
them6 various media pro=ects8 or?anisation can open their oIn museums8 issue their post
stamps or create presentationsD evy TSSPU accentuates the usefulness of lo77yin? and
usin? Jorld Jide Je7D NiederHuell TSSU admits the possi7ility to enhance some
1# activities Iith advertisin?D .ooperatin? Iith another 7usiness Iithin the same
34
8/11/2019 Bakalarska Prace - Barbora Vincenecova
43/87
industry seems to 7e a ?ood tactic T$hompson8 SS9UD Kitchen TSSLU emphasises the
importance of sponsorshipD
+.7 ummary
Advertisin?8 sales promotion and 1# are very important tools of the communication
strate?yD $he company uses them to communicate to its customers either neI or eCistin?
products8 encoura?e neI trials8 inform a7out innovations and so onD %n con?ruence Iith
previous research8 all these techniHues have their oIn functions8 7enefits and limitations
therefore8 the firm has to choose the ri?ht miC of them accordin? to the situationD All of
them are relevant in a different mannerD Advertisin? may 7e efficient in the first sta?e of
the product life cycle \ the launch8 sales promotion can si?nificantly influence 7rand
sIitchin? Ihich may help the or?anisation to ?ain neI customers and 1# campai?nscan achieve another company ?oals such as motivate the employees or improve the
relations Iith suppliersD
Accordin? to the secondary analysis mentioned a7ove8 7enefits8 limitations and practical
techniHues of all three marketin? communications are o7viousD $he o7=ectives of this
research are6
10 6hich ethods o, advertising does the copany use9
20 6hat types o, sales prootion does the organisation apply to attract custoers9
"0 6hich pu-lic relation practises does the association utilie to counicate %ith
its sta!eholders9
%n the folloIin? section8 the desi?n of the research methodolo?y and all the procedures
necessary to o7tain relevant information Iill 7e outlinedD
35
8/11/2019 Bakalarska Prace - Barbora Vincenecova
44/87
Chapter #
Research $ethodology
%n this chapter8 the difference 7etIeen Hualitative and Huantitative methods of
conductin? a research Iill 7e discussed8 most Iidely used methods of Hualitative data
collection Iill 7e eCplained and finally8 the reasons for choosin? the particular research
methods used in this study Iill 7e ?ivenD $heses methods Iill 7e evaluated Iith their
7enefits and shortcomin?s consideredD $hereafter8 the research procedure Iill 7e
descri7ed and as a conclusion8 the limitations of the study Iill 7e hi?hli?htedD
7.1 8escription of the metho&
%n the folloIin? su7chapter the difference 7etIeen Hualitative and Huantitative methods
Iill 7e descri7ed8 thereafter8 the techniHues concernin? Hualitative approach Iill 7eidentified \ Huestionnaire8 intervieI and focus ?roupD 'f course8 other methods eCist
such as o7servations and eCperiments TMalhotra and 3irks8 9::PU 7ut due to lack of
space8 these methods Iill not 7e involved in the descriptionD
'0101 ;ualitative versus 8uantitative ethods
$he difference 7etIeen Hualitative and Huantitative methods is that in the case of
Hualitative methods of data collection the results cannot 7e measured 7y statisticalprocedures or any other mathematical methods8 additionally[ different o7=ectives and
points of vieI concernin? the data reHuired have to 7e taken in account TNeedham[
9::9UD Wualitative research is8 accordin? to &hauri and &rnhau? T9::9[ R;U8
a mi9ture of the rational% e9plorative an& intuitive% $here theskills an& e9perience of the researcher play an important role inthe analysis of &ata. :t is often focuse& on social process an& not
36
8/11/2019 Bakalarska Prace - Barbora Vincenecova
45/87
on social structure% $hich is often the focus in #uantitativeresearch.!
+oIever8 T*ekaran8 9::PU comments that Hualitative and Huantitative approaches can 7e
com7ined in one studyD /or more information concernin? the distinction 7etIeen the
methods descri7ed a7ove8 see /i?ure DD .hurchill TSS;U emphasises that usin?Hualitative methods means analysin? facts and assem7le it in order to ?ain proper
information a7out the enterprise8 therefore useful Ihen scrutinisin? some phenomenon8
Ihich leads to creation of hypothesisD +e recommends usin? Hualitative methods Ihen
in-depth analysis is needD
+igure '01: 5he di,,erence in ephasis in 8ualitative versus 8uantitative ethods;ualitative ethods o, research ;uantitative ethods or research
Emphasis on understandin? Emphasis on testin? andverification
/ocus on understandin? fromrespondentZsb informantZs point ofvieI
/ocus on facts andb or reasons forsocial events
%nterpretation and rationalapproach
o?ical and critical approach
'7servation and measurements innatural settin?s
.ontrolled measurement
*u7=ective _insider vieIZ andcloseness to data
'7=ective _outsider vieIZ distantfrom data
ECplorative orientation +ypothetical-deductive[ focus onhypothesis testin? result oriented
1rocess oriented #esult oriented
+olistic perspective 1articularistic and analytical
&eneralization 7y comparison ofproperties and conteCts ofindividual or?anism
&eneralisation 7y populationmem7ership
*ource6 #eichardt and .ook TSLSU
37
8/11/2019 Bakalarska Prace - Barbora Vincenecova
46/87
'0102 ;uestionnaire
Wuestionnaire is a prescri7ed set of Huestions8 Ihich the respondent has to ansIer in
order to meet a certain purpose of the research T1roctor8 9::9UD A Huestionnaire as a
method of Huantitative research is useful Ihen the investi?ator accurately knoIs Ihat
to ask a7out and hoI to measure the results TAaker8 Kumar and Vay8 9::UD $hey
identify this method less time consumin? than intervieI8 hoIever8 they point out that
Huestionnaires and intervieIs can complement themselvesD $here are three types of
Huestionnaire6 structured8 unstructured and a miCture of the previous typesD .hisnall8
T9::[ 9RU defines structured Huestionnaires as consisting series of formal #uestions
&esigne& to attract ans$ers of limite& response. tan&ar&ise& #uestions are
a&ministere& in the same $ay to all respon&ents.!4nstructured Huestionnaire contains
?eneral Huestions 7y Ihich the researcher creates topics for conversation Iith the
counterpart .rai? and Vou?las T9:::UDMoreover8 as the authors state8 the investi?ator
needs some ?uideline of information reHuired that he or she could control the
conversationD Malhotra and 3irks T9::PU emphasise that the Huestions must 7e carefully
set out 7ecause they are the source of results of the researchD $hey recommend the pilot
study in order to avoid possi7le o7stacles Iith understandin?D McVaniel and &ates
TSSRUaccentuate that the Huestions should not lead to presume that some ansIers are
more suita7le than others areD #esearchers should not use phrases like _0ou donZt think
O do youZ as these are usually more influential in attitu&inal #uestions than factual
#uestions! T.hisnall8 9::[ PPUD *imilarly askin? XAre you a criminal 0E*b N'Y
Ihen the applicant Iants to ?et visa to enter forei?n country is unlikely to elicit a
truthful responseD .hisnall T9::Uannounces that the Huestions should not evoke social
pressure in the respondents 7ecause some people may provide untruthful in their
ansIers in order to avoid creatin? pu7lic offenceD .hisnall T9::U also ar?ues that the
order of the Huestions plays a si?nificant roleD
$here is one more issue need to 7e covered \ samplin?D $he aim of every research is to
acHuire particular information from the pu7licD $his could 7e achieved 7y investi?ation
either the Ihole population Ihich seems to 7e more costly or the selected sample Ihich
is 7elieved represents the attitude of Ihole the population toIards the topic discussed
Malhotra and 3irks T9::PUD %n addition8 1roctor T9::9Uhi?hli?hts the importance of the
38
8/11/2019 Bakalarska Prace - Barbora Vincenecova
47/87
selection of the sampleD (arious statistical characteristics could determinate if the
sample is representative enou?h T.rai? and Vou?las8 9:::UD $o understand hoI the
samplin? process is carried out see /i?ure D9D
+igure '02: 5he sapling design process
*ource6 Malhotra and 3irks T9::P8 pD PRU
Je 7e?in the samplin? process Iith definin? the size of the investi?ated populationD
$hereafter8 Ie can set up the samplin? frameD $here are several samplin? techniHues8
from Ihich Ie can choose to determine the representative sampleD NeCt8 the samplin?
can 7e accomplishedD /inally8 Ie validate the sampleD
'010" +ocus groups
/ocus ?roup is a cluster of people discussin? a particular pro7lemD %t differs from a
normal discussion 7ecause there is a special person Iho coordinates the conversation8
e
.ecute t"e samp$ing process
?a$i!ate t"e samp$e
39
8/11/2019 Bakalarska Prace - Barbora Vincenecova
48/87
called mo&erator! T&hauri and &rnhau?8 9::9[ :SU in order to o7tain particular
information for the researchD $he ?roup contains usually ten people8 if the amount is
either 7i??er or smaller8 the effect of the conversation amon? the mem7ers could 7e
disruptedJilson T9::PUDAlso8 there should 7e some homo?eneity Iithin the ?roup to
avoid 7ias in the final results 1roctor T9::9UD *everal advanta?es could 7e seen Ihenre?ardin? this type of Hualitative research methodD Aaker8 Kumar and Vay T9::U
eCplain that it is fast8 fleCi7le and not very costly procedure hoI to o7tain acHuired
information[ the moderator can immediately take part in the conversation and lead it in
the proper IayD Moreover8 Malhotra and 3irks T9::PUhi?hli?ht that this method can 7e
utilised Ihen information from illiterate or children is reHuiredD .onversely8 Needham
T9::9U emphasises the disadvanta?es of this method such as the pro7lems Iith data
processin?8 loI a7ility to Iork Iith the information Ihen the moderator does not havesufficient eCperience8 non-representative sample of the people involved in the
discussion8 the possi7le team-leader influencin? the opinion of the rest of the ?roup8 and
othersD
'010' Intervie%
%ntervieI is considered as a type of conversation 7etIeen the intervieIer and the
intervieIee Iith specific aim8 this differs from the intervieI from normal conversation7etIeen tIo people T.hisnall8 9::UD $o 7e a7le to fulfil the purpose of the intervieI
the researcher needs to 7e have some knoIled?e a7out the counterpart such as his or her
7ack?round8 values and 7eliefs T.rai? and Vou?las8 9:::UD$he main advanta?e of an
intervieI compared to Huestionnaire is that the researcher can immediately see hoI the
respondent reacts8 so that he or she can Huickly amend the topic of conversation as
stated in the listD Non-ver7al si?ns and face eCpressions can easily reveal hoI the
intervieIee feels *ekaran T9::PUD $he intervieIer can o7tain additional information as
Iell[ hoIever8 some level of control over the Ihole conversation is recommended
T&hauri and &rnhau?8 9::9UD $here are tIo types of intervieID .hurchill TSS;U
eCplains structured intervieI as a file of Huestions that the respondent has to ansIerD
$he advanta?e of usin? this type of intervieI is undou7tedly in its simplicity of practise
7ecause all the respondents are ?iven the same frameIork of Huestions T&hauri and
&rnhau?8 9::9UD 'n the other hand8 McVaniel and &ates TSSRU emphasise the
4
8/11/2019 Bakalarska Prace - Barbora Vincenecova
49/87
si?nificance of unstructured intervieI8 Ihich consists of series of ?eneral Huestions and
the intervieIer ask further Hueries accordin? to the respondentZs ansIersD $his means8
as Aaker8 Kumar and Vay T9::Upostulate8 that the theme of the intervieI and the
proper Huestions are arran?ed in advanceD /urthermore8 usin? this method8 the
researcher Iants to limit the prospective inadeHuacies to minimum as the authorsannounceD $he intervieIerZs responsi7ility is to provide such environment that the
respondent feels free and shoIs no marks of unIillin?ness to ansIerD .reation of a
positive relationship 7etIeen the intervieIer and the counterpart is taken for ?ranted
.rai? and Vou?las T9:::UD $he researcher has to make sure that the ansIers o7tained
fulfil the aim of the intervieI and that they are relevant to the topic T.hisnall8 9::UD
Additionally8 all the ansIers should 7e compiled properly that they could 7e introduced
in the assi?nment of the survey as the author eCplains0 Not only advanta?es8 7ut alsosome draI7acks could 7e o7served Ihen re?ardin? intervieI as a research methodD
*ekaran T9::PU accentuates the possi7ility of 7ias Ihen positive relationship 7etIeen
the intervieIer and the intervieIee Ias not esta7lished and the respondent Ias not
Iillin? to provide proper informationD *imilarly8 Needham T9::9U says that askin?
Huestions at unsuita7le time could cause misunderstandin? or on the other hand8 the
intervieIee replies Huickly on order to finish the intervieI as soon as possi7leD %n
accordance Iith the author8 the importance of 7ias caused 7y Iron? choice of the placeand time for the intervieI could 7e seenD *ometimes8 the intervieIee does not ?ive
correct ansIers 7ecause he or she mi?ht think that it they can make fool of themselvesD
'ne could also say that sometimes the respondent deli7erately ?ives the ansIers to
coincide Iith the intervieIerZs eCpectations 1roctor T9::9UD
*ummin? up the information stated a7ove8 to acHuire necessary information the method
of semi-structured intervieI8 accompanied Iith semi-structured Huestionnaire Iith the
company-marketin? mana?er Ias chosenD $hese techniHues seem to 7e ones of the 7est
for acHuirin? sufficient information concernin? the o7=ectives of this studyD Verivin?
facts from the previous mention8 Hualitative methods of research Iere perceived as the
7est choiceD 4sin? Huantitative approach seems to 7e meanin?less 7ecause the results of
the research cannot 7e measured at allD /urthermore8 usin? focus ?roup Iould not 7e
meanin?ful since this method appears to 7e costly accordin? to financial sources of the
researcherD
41
8/11/2019 Bakalarska Prace - Barbora Vincenecova
50/87
7.' Research *rocess
At the 7e?innin? of the research8 in Novem7er 9::8 tIo cosmetic companies Iere
addressed 7y e-mail Tsee AppendiC 36 $he initial letter for the cosmetic companyUD $he
communication could not 7e esta7lished 7y re?ular mail8 7ecause of the likely delays in
delivery8 international phone calls Iere not used 7ecause of their hi?h eCpenses and a
personal visit to the local headHuarters in the .zech #epu7lic Iere not practised
7ecause of lack of opportunity and hi?h eCpensesD $he international enterprise Ias
chosen in virtue of the researcherZs previous personal eCperience Iith the company8 the
local eHuivalent Ias found usin? an %nternet searchD %n con?ruence Iith .zech ethics8 a
reference letter from the university in &reat 3ritain Ias attached to the cover letter
TAppendiC 36 $he letter for the cosmetic company from confirmin? my status of student
at the 4niversity of +uddersfieldUD $he cover letter included a reHuest for colla7orationand the purposes of the research Iere eCplainedD $he international one \ Avon
responded positively Tsee AppendiC 36 $he response from AvonU therefore8 further
cooperation Ias initiatedD An international phone call Ias made to ask for the local
enterpriseZs cooperation nevertheless8 it declined to participateD 4ntil .hristmas8 three
Huestion frameIorks \ semi-structured Huestionnaires - Iere sent to Avon in order to
inform the marketin? mana?er a7out the topic in more depthD $he conference durin? the
.hristmas period T99D9D9::U Ias arran?ed Tsee AppendiC 36 Arran?in? the meetin?7efore .hristmasU to o7tain ansIers for the Huestions sent aheadD $his period could 7e
seen as very 7usy for the eCecutive 7odies8 nevertheless8 this Ias the only chance to
or?anise personal meetin?D Vue to local ethical practises8 the personal intervieI Ias not
taped and notes Iere taken insteadD *ome additional Huestions Iere raised8 Ihich the
marketin? eCecutive ansIered after .hristmas 7y e-mail TAppendiC 36 /urther
information from the marketin? mana?erUD After the .hristmas period8 the respondent
Ias sent a _thank youZ letter to demonstrate acknoIled?ementsD 'ther attempts toencoura?e the cooperation of another local company to cooperate Iere done after
.hristmas 7y e-mail8 hoIever8 this firm refused to colla7orate as IellD $here are many
other cosmetic companies in the .zech market8 of course8 7ut none of them Ias
accessi7le neither 7y e-mail8 nor 7y phone callD %t seems from the attempts to include
.zech participation that the local companies Iere suspicious8 even Ihen the reference
letter Ias sent to all of themD $herefore8 the topic of the dissertation Ias amended in
42
8/11/2019 Bakalarska Prace - Barbora Vincenecova