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The theme of this diploma thesis is ,,The meaning and use of selected promotional tool". The aim of this study was to evaluate the effectiveness of the selected promotional tool. The subject of the analysis was fairs and exhibitions of ESCO PODLAHY, s.r.o. Based on the information found, suggest possible recommendations for their further use or improvement.

The aim of this thesis was to assess the current situation in the selected company and the importance of this activity for the company, then to make suggestions for its improvement. The subject of the analysis was the promotion activity of ESCO podlahy, s.r.o. The theoretical part is based on the stady of professional literature. In the practical part is analysis in company. An analysis of promotion of product showed, that the promotion of the company is on the high level, but missing some product promotion. It is suggested several improvements and broaden promotions. The most interesting is Billboard. Another suggestion is to introduce advertising in public transport and in newpapers. In the area of sponsoring is recommend sponsoring TV housing Shows. Last suggestion is paid advertising in radio.

The aim of this bachelor thesis was to assess the current situation of promotion of product in the selected company and then to make suggestions for its improvement. First the author analyse promotion of product. There are a few suggestions how to improve promotion of product in the company SIKO KOUPELNY.