Radoslav Škapa











                                        Value of trademarks

World (2007)

•             Google (66,4 bil.$)

•             General Electric (61,9 bil.$)

•             Microsoft (54,9 bil.$)

•             Coca-Cola (44,1 bil.$)

•             China Mobile (41,2 bil.$)





Europe (2007)

•             Nokia (32,3 bil.$)

•             LVMH (29,8 bil.$)

•             Unilever (25,1 bil.$)

•             Telefónica (23,9 bil.$)

•             Vodafone (22,6 bil.$)



                        Advertising in Czech Republic- historical overview

Until World War II situation similar to other West European countries:

•           High level of development of advertising

•           Big companies had specialized dep. of promotion

–      Bata – 200 employes in promo. activities

–      Laurin & Klement/Skoda – 56 emp.

–      Koh-i-nooru – 10 emp.

                            Advertising in Czech Republic- 1948 - 1989

- Companies put under state ownership (nationalization)

-             Advertising played marginal role in central planned economy

-             A few marketing companies operating in Czechoslovakia:

-          Rapid – promotional activities in foreign markets

-          Merkur – promotion on domestic market

-          Broad variety of activites that had unstable quality

-          Lots of people having worked for those companies had formed advertising industry after
the year of 1989.

                                Advertising expenditure per capita







                                      Marketing and ownership

•            Czech branches of international companies adapt foreign concept to local market

•            Czech companies (and companies overtaken by foreign owner recently) create original
concept in cooperation with Czech marketing agencies.

•            Advertising decision influenced by top management (in Czech companies) and by brand
managers (foreign companies).

•            Foreign companies test success of marketing campaigns more often.



                                 Marketing research – data (2005)

Spendings in marketing research per inhabitant

•             UK 40$

•             France 36 $

•             Sweden 36 $

•             Germany 27 $

•             Norway 26 $

•             USA 26 $



•             Slovenia 7,52 $

•             Czech Republic 7,35 $ (24 place).

                                 Marketing research – data (2005)

Spendings in marketing research (Czech Republic):

•             40% manufacturers

•             12% financial institutions and insurance companies

•             12% utilities and telecommunications

•             10% media

•             6,5% retial

•             5% business to business research

•             3% public sector



•             80% consumer x 20%non-consumer res.

•             82% for Czech companies x 18 foreign clients

•             82% quantitative research x 15% qualitative resear x 3% desk research

                                 Marketing research – data (2007)

•             Approx.  50 specialized companies (and 50 others not specialized to research only)

•             3/5 of them are located in Praha.

•             Research industry grows by 10 % annually.

•             ¾ of clients require full service – data, analysis, interpretation and practical
implications.

•             Middle sized and small Czech companies use market research less.

•             Most used techniques: face to face interviewing, phone interv., written questioning,
mystery shopping, experts interviewing.

•             Topics: custommer behaviour and habbits, research of trademarks, custommer
satisfaction, image research.



                                 Advertising and Czech population













                                      Advertising and ethics