Bakalarska Prace - Barbora Vincenecova

8/11/2019 Bakalarska Prace - Barbora Vincenecova

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Masarykova univerzita

Ekonomicko-sprvn fakulta

Katedra podnikovho hospodstv

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3akalsk prce

Autor6 3ar7ora (incenecov

3rno8 listopad 9::;


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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


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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


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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


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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


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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 *)


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#ist o, +igures )*

#ist o, A--reviations ))

#ist o, Appendices ).

Appendi/ 1 )&

Appendi/ 2 .'


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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


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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

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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

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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

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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

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'.' )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

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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

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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

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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

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+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

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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

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/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

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"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

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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


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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


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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

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"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


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


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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


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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


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.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

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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

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"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

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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


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

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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


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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

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"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

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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

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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

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+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

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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

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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

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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

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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

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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

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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

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'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

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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

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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

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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

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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

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Bakalarska Prace - Barbora Vincenecova

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