Rozvoj reklamního průmyslu v Československu v letech 1926-1936 na příkladu Měšťanského pivovaru Plzeň

The diploma thesis "Development of the advertising industry in Czechoslovakia in the years 1926–1936 on the example of the Burgher Brewery Pilsen" deals with the advertising activities of the Burgher Brewery Pilsen and their connection with the overall production. The aim of this work is to verify the hypothesis that the amount of advertising expenses in the observed period was reflected in the total production of the Pilsen Brewery. The theoretical part of the thesis first describes the definition of the term "advertisement", especially in its period, but also contemporary concept. The second chapter describes the development of the advertising industry in Czechoslovakia between 1926–1936, specifically the conditions for its development in terms of technology, important events that affected the development of the advertising industry, and a description of the Reklub association, including its activities. The third chapter deals with the description of the development of the brewing industry as a whole, and important historical events of the development of the Burgher Brewery Pilsen, again focusing on the period under review. The analytical part of the work is devoted to the analysis of expenditures on advertising activities, and income from them, as well as specific advertising campaigns, and at the end of the chapter are added data on the total brewery exhibition and beer prices. The analysis shows that in the period of economic prosperity, advertising expenditures had a positive effect on the beer exhibition of Burgher Brewery Pilsen, however, during the economic crisis and in the post-crisis years, advertising expenditures did not have a demonstrable effect on the beer production.