Reklama firmy Nestlé Česko s.r.o

This Bachelor thesis deals with advertising by Nestlé. The aim was to find out which Nestlé advertisement within the confectionery and grocery divisions was the most successful and, on the basis of these findings, to formulate recommendations for improving the effectiveness of Nestlé’s advertising. The thesis is divided into three parts. The first part focuses on the theoretical perception of advertising and the definition of basic terms related to advertising based on Czech and foreign scholarly literature. In the second part, Nestlé is introduced and analysis of secondary data mapped its activity in the advertising market in the Czech Republic and abroad. The third part is devoted to the research inquiry and the resulting recommendations. The research investigation was conducted in the form of a questionnaire and interviews with Nestlé employees. Based on the results of the investigation, recommendations have been made that Nestlé should focus primarily on increasing originality, differentiating more strongly from competition and increasing advertising on social networks.