The impacts of advertising on consumer and firms
Thesis title: | The impacts of advertising on consumer and firms |
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Author: | Nguyen Thi Phuong, Thao |
Thesis type: | Bachelor thesis |
Supervisor: | Dlouhá, Zuzana |
Opponents: | Prokop, Jaromír |
Thesis language: | English |
Abstract: | Billions of dollars are spent on advertising by marketers every year to attract potential customers. But can advertising bring benefits to big brands? Why it is important for the firms to spend on advertising? To seek the answer to these questions, this article considers the effects of advertising on heavy advertised firms and consumers. The practical part was completed by conducting and collecting consumer surveys which include the most important survey about Vinamilk -- the largest dairy company and also the 15th biggest company in Vietnam. In addition, by collecting the data from financial statements of Coca-Cola and its most powerful rival Pepsi; Apple and its competitors Microsoft and Samsung Electronics, empirical findings suggest that advertising is worth spending since it influences consumers' purchasing behavior and contributes to increase firms' revenues and net income. |
Keywords: | big brands; effects of advertising; consumer behavior; sales; income |
Thesis title: | The Impacts of Advertising on Consumer and Firms |
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Author: | Nguyen Thi Phuong, Thao |
Thesis type: | Bakalářská práce |
Supervisor: | Dlouhá, Zuzana |
Opponents: | Prokop, Jaromír |
Thesis language: | English |
Abstract: | Billions of dollars are spent on advertising by marketers every year to attract potential customers. But can advertising bring benefits to big brands? Why it is important for the firms to spend on advertising? To seek the answer to these questions, this article considers the effects of advertising on heavy advertised firms and consumers. The practical part was completed by conducting and collecting consumer surveys which include the most important survey about Vinamilk -- the largest dairy company and also the 15th biggest company in Vietnam. In addition, by collecting the data from financial statements of Coca-Cola and its most powerful rival Pepsi; Apple and its competitors Microsoft and Samsung Electronics, empirical findings suggest that advertising is worth spending since it influences consumers' purchasing behavior and contributes to increase firms' revenues and net income. |
Keywords: | incomeincome; consumer behavior; sales; big brands; effects of advertising |
Information about study
Study programme: | Ekonomie a hospodářská správa/Economics |
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Type of study programme: | Bakalářský studijní program |
Assigned degree: | Bc. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of Economics |
Department: | Department of Economics |
Information on submission and defense
Date of assignment: | 17. 3. 2015 |
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Date of submission: | 21. 8. 2015 |
Date of defense: | 10. 9. 2015 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/52229/podrobnosti |