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Strategia reklamy i PR
<ŝĞƌƵŶĞŬ͗/EE/<Z^dtK EĂnjǁĂƉƌnjĞĚŵŝŽƚƵͬ ŵŽĚƵųƵŬƐnjƚĂųĐĞŶŝĂ >Ɖ͘ ^ƉĞĐũĂůŝnjĂĐũĂ͗^dZd'/Z<>Dz/WZ ZŽĚnjĂũnjĂũħđ Kͬ& &ŽƌŵĂnjĂůŝĐnjĞŶŝĂ ^ĞŵĞƐƚƌ/ 'ŽĚnjŝŶLJƉƌĂĐLJ njŶĂƵĐnjLJĐŝĞůĞŵ d^ đǁŝĐnjĞŶŝĂ K njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϮϬ ϯ Ϯ͘ ,ŝƐƚŽƌŝĂƐƉŽųĞĐnjŶĂWŽůƐŬŝW ǁLJŬųĂĚ K ĞŐnjĂŵŝŶ ϮϬ ϱ ϯ͘ ,ŝƐƚŽƌŝĂƐnjƚƵŬŝW ǁLJŬųĂĚ K ϮϬ ϯ ǁLJŬųĂĚ K ϮϬ Ϯ đǁŝĐnjĞŶŝĂ K ϮϬ ϰ ǁLJŬųĂĚ K ϮϬ ϯ đǁŝĐnjĞŶŝĂ K ϮϬ ϰ ǁLJŬųĂĚ K ĞŐnjĂŵŝŶ ϮϬ ϯ ϵ͘ :ħnjLJŬĂŶŐŝĞůƐŬŝW đǁŝĐnjĞŶŝĂ K njĂůŝĐnjĞŶŝĞŶĂ ŽĐĞŶħ;ĞŐnjĂŵŝŶ ƉŽƐĞŵ͘s/Ϳ ϮϬ;ϭϮϬͿ Ϯ ϭϬ͘ dĞĐŚŶŽůŽŐŝĂŝŶĨŽƌŵĂĐLJũŶĂW đǁŝĐnjĞŶŝĂ K njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϭϬ;ϯϬͿ ϭ͘ ϰ͘ ϱ͘ ϲ͘ ϳ͘ ϴ͘ ^ŽĐũŽůŽŐŝĐnjŶLJƉŽƌƚƌĞƚ ĐnjųŽǁŝĞŬĂW :ĞĚŶŽƐƚŬĂŝƐƉŽųĞĐnjĞŷƐƚǁŽ ǁůŝƚĞƌĂƚƵƌnjĞW WƐLJĐŚŽůŽŐŝĂŽŐſůŶĂ͗ŵĞĚŝſǁ ŝƌĞŬůĂŵLJW ^ƉŽųĞĐnjŶŽŬƵůƚƵƌŽǁĞ ƉƌŽďůĞŵLJĐLJǁŝůŝnjĂĐLJũŶĞW ZĞƚŽƌLJŬĂƉƌĂŬƚLJĐnjŶĂŝĞƌLJƐƚLJŬĂ W WŽĚƐƚĂǁLJƉƌĂǁĂnjĞůĞŵĞŶƚĂŵŝ ĞƚLJŬŝĚnjŝĞŶŶŝŬĂƌƐŬŝĞũ͘ƚLJŬĂ ŵĞĚŝſǁ͕ƌĞŬůĂŵLJŝƉƌŽďůĞŵLJ ŬŽŶƐƵŵƉĐũŽŶŝnjŵƵ< njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϭ ZĂnjĞŵ ϯϬ ϭϵϬ н^njŬŽůĞŶŝĞ,WͲϰŐŽĚnj͘;Ϭd^Ϳ <ŝĞƌƵŶĞŬ͗/EE/<Z^dtK >Ɖ͘ EĂnjǁĂƉƌnjĞĚŵŝŽƚƵͬ ŵŽĚƵųƵŬƐnjƚĂųĐĞŶŝĂ ^ƉĞĐũĂůŝnjĂĐũĂ͗^dZd'/Z<>Dz/WZ ZŽĚnjĂũnjĂũħđ Kͬ& &ŽƌŵĂnjĂůŝĐnjĞŶŝĂ ^ĞŵĞƐƚƌ// 'ŽĚnjŝŶLJƉƌĂĐLJ njŶĂƵĐnjLJĐŝĞůĞŵ d^ ϮϬ Ϯ ϮϬ ϰ ϭ͘ &ŽƚŽƌĞƉŽƌƚĂǏĂŶƚƌŽƉŽůŽŐŝĐnjŶLJ W đǁŝĐnjĞŶŝĂ K Ϯ͘ DĞƚŽĚLJĂŶŝŵĂĐũŝŬƵůƚƵƌLJW đǁŝĐnjĞŶŝĂ K &ŝůŽnjŽĨŝĂnjĞůĞŵĞŶƚĂŵŝůŽŐŝŬŝ W tƐƚħƉĚŽŬƵůƚƵƌŽnjŶĂǁƐƚǁĂW ϰ͘ <ŽŶǁĞƌƐĂƚŽƌŝƵŵnjǁŝĞĚnjLJ ϱ͘ ŽŬƵůƚƵƌnjĞ;ĨŝůŵůƵďƚĞĂƚƌͿ< ǁLJŬųĂĚ͕ đǁŝĐnjĞŶŝĂ K ĞŐnjĂŵŝŶ ϮϬнϮϬсϰϬ ϱнϭ ǁLJŬųĂĚ K͕& ĞŐnjĂŵŝŶ ϮϬ ϰ ŬŽŶǁĞƌƐĂƚŽƌŝƵŵ K njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϮϬ ϯ ǁLJŬųĂĚ͕ đǁŝĐnjĞŶŝĂ K ĞŐnjĂŵŝŶ ϮϬнϮϬсϰϬ ϱнϭ ǁLJŬųĂĚ & ϮϬ Ϯ đǁŝĐnjĞŶŝĂ K ϮϬ Ϯ ϯ͘ ϲ͘ <ƵůƚƵƌĂũħnjLJŬĂW ϳ͘ DĂƌŬĞƚŝŶŐƉŽůŝƚLJĐnjŶLJW ϴ͘ :ħnjLJŬĂŶŐŝĞůƐŬŝW ϵ͘ dĞĐŚŶŽůŽŐŝĂŝŶĨŽƌŵĂĐLJũŶĂW đǁŝĐnjĞŶŝĂ K njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϭϬ ZĂnjĞŵ ϮϭϬ ϭ ϯϬ WƵŶŬƚLJd^ƵǁnjŐůħĚŶŝĂũČƉƌĂĐħƐƚƵĚĞŶƚĂ ǁŽďĞĐŶŽƑĐŝŶĂƵĐnjLJĐŝĞůĂŝďĞnjŶĂƵĐnjLJĐŝĞůĂ WƌnjĞůŝĐnjŶŝŬ͗ϭd^с сŽŬ͘ϯϬŐŽĚnj͘ƉƌĂĐLJnjŶĂƵĐnjLJĐŝĞůĞŵ dŽŬƐƚƵĚŝſǁсϭϮϯϬŐŽĚnjŝŶс сd^ϮϬϰ;ųČĐnjŶŝĞnjƉƌĂĐČůŝĐĞŶĐũĂĐŬČͿ <ŝĞƌƵŶĞŬ͗/EE/<Z^dtK ^ƉĞĐũĂůŝnjĂĐũĂ͗^dZd'/Z<>Dz/WZ EĂnjǁĂƉƌnjĞĚŵŝŽƚƵͬ ŵŽĚƵųƵŬƐnjƚĂųĐĞŶŝĂ >Ɖ͘ ZŽĚnjĂũnjĂũħđ ϭ͘ WƌĂǁŽŵĞĚŝſǁŝƌĞŬůĂŵLJ< WŽĚƐƚĂǁLJƉƌĂĐŽǁŶŝƌĂĚŝŽǁĞũ Ϯ͘ < WŽĚƐƚĂǁLJƉƌĂĐŽǁŶŝ ϯ͘ ƚĞůĞǁŝnjLJũŶĞũ< ϰ͘ ZĞŬůĂŵĂĂƵĚŝŽǁŝnjƵĂůŶĂ^ ϱ͘ ZĞŬůĂŵĂĚƌƵŬŽǁĂŶĂ^ ϲ͘ WůĂŶŽǁĂŶŝĞŵĞĚŝſǁ^ Kͬ& &ŽƌŵĂnjĂůŝĐnjĞŶŝĂ ǁLJŬųĂĚ͕ đǁŝĐnjĞŶŝĂ K đǁŝĐnjĞŶŝĂ K đǁŝĐnjĞŶŝĂ K đǁŝĐnjĞŶŝĂ & đǁŝĐnjĞŶŝĂ & ǁLJŬųĂĚ & đǁŝĐnjĞŶŝĂ K ϴ͘ :ħnjLJŬŵĞĚŝſǁ< đǁŝĐnjĞŶŝĂ K ϵ͘ :ħnjLJŬĂŶŐŝĞůƐŬŝW đǁŝĐnjĞŶŝĂ K ϳ͘ WŽĚƐƚĂǁLJĚnjŝĞŶŶŝŬĂƌƐƚǁĂ ƉƌĂƐŽǁĞŐŽ< ϭϬ͘ dĞĐŚŶŽůŽŐŝĂŝŶĨŽƌŵĂĐLJũŶĂW đǁŝĐnjĞŶŝĂ K ĞŐnjĂŵŝŶ ^ĞŵĞƐƚƌ/// 'ŽĚnjŝŶLJƉƌĂĐLJ njŶĂƵĐnjLJĐŝĞůĞŵ d^ ϮϬнϮϬсϰϬ ϯнϭ ϮϬ ϯ ϮϬ ϯ ϮϬ ϯ ϮϬ ϯ ϮϬ ϯ ϮϬ ϰ ϮϬ ϰ ϮϬ Ϯ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϭϬ ϭ ϮϭϬ ZĂnjĞŵ ϯϬ <ŝĞƌƵŶĞŬ͗/EE/<Z^dtK EĂnjǁĂƉƌnjĞĚŵŝŽƚƵͬ ŵŽĚƵųƵŬƐnjƚĂųĐĞŶŝĂ >Ɖ͘ ϭ͘ ƌſĚųĂŝŶĨŽƌŵĂĐũŝĚůĂ ĚnjŝĞŶŶŝŬĂƌnjĂ< Ϯ͘ <ŽŵƵŶŝŬĂĐũĂƐƉŽųĞĐnjŶĂ< ϯ͘ 'ĂƚƵŶŬŝĚnjŝĞŶŶŝŬĂƌƐŬŝĞ< njŝĞŶŶŝŬĂƌƐƚǁŽƐŝĞĐŝŽǁĞ ŝĂŐĞŶĐLJũŶĞ< ĂƌnjČĚnjĂŶŝĞ͕ĞŬŽŶŽŵŝĂ ϱ͘ ŝŽƌŐĂŶŝnjĂĐũĂĨŝƌŵLJ< ZŽĚnjĂũnjĂũħđ đǁŝĐnjĞŶŝĂ ǁLJŬųĂĚ͕ đǁŝĐnjĞŶŝĂ ǁLJŬųĂĚ͕ đǁŝĐnjĞŶŝĂ Kͬ& &ŽƌŵĂnjĂůŝĐnjĞŶŝĂ ϰ K ĞŐnjĂŵŝŶ ϮϬнϮϬсϰϬ ϯнϭ K ĞŐnjĂŵŝŶ ϮϬнϮϬсϰϬ ϱнϭ ϮϬ ϰ & ǁLJŬųĂĚ & ϳ͘ ZĞŬůĂŵĂŝŶƚĞƌŶĞƚŽǁĂ^ đǁŝĐnjĞŶŝĂ & ϴ͘ :ħnjLJŬĂŶŐŝĞůƐŬŝW đǁŝĐnjĞŶŝĂ K ƐĞŵŝŶĂƌŝƵŵ K ZĂnjĞŵ d^ ϮϬ ǁLJŬųĂĚ WƌŽƐĞŵŝŶĂƌŝƵŵ͘ ϵ͘ WƌnjLJŐŽƚŽǁĂŶŝĞĚŽƉŝƐĂŶŝĂ ƉƌĂĐLJĚLJƉůŽŵŽǁĞũ< 'ŽĚnjŝŶLJƉƌĂĐLJ njŶĂƵĐnjLJĐŝĞůĞŵ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ K ϲ͘ ^ƚƌĂƚĞŐŝĂŵĂƌŬŝ^ ^ĞŵĞƐƚƌ/s K đǁŝĐnjĞŶŝĂ ϰ͘ ^ƉĞĐũĂůŝnjĂĐũĂ͗^dZd'/Z<>Dz/WZ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϮϬ Ϯ ϮϬ ϯ ϮϬ ϯ ϮϬ Ϯ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϮϬ Ϯ ϮϮϬ ϯϬ <ŝĞƌƵŶĞŬ͗/EE/<Z^dtK EĂnjǁĂƉƌnjĞĚŵŝŽƚƵͬ ŵŽĚƵųƵŬƐnjƚĂųĐĞŶŝĂ >Ɖ͘ ϭ͘ tƐƉſųĐnjĞƐŶĞƐLJƐƚĞŵLJ ƉŽůŝƚLJĐnjŶĞ< ^ƉĞĐũĂůŝnjĂĐũĂ͗^dZd'/Z<>Dz/WZ ZŽĚnjĂũnjĂũħđ Kͬ& &ŽƌŵĂnjĂůŝĐnjĞŶŝĂ ǁLJŬųĂĚ K ǁLJŬųĂĚ K đǁŝĐnjĞŶŝĂ K ǁLJŬųĂĚ K ǁLJŬųĂĚ K ϲ͘ WƌŽŵŽĐũĂ^ đǁŝĐnjĞŶŝĂ & ϳ͘ ^ƚƌĂƚĞŐŝĂƌĞŬůĂŵLJ^ đǁŝĐnjĞŶŝĂ & ϴ͘ WƌŽĚƵŬĐũĂƌĞŬůĂŵLJ^ đǁŝĐnjĞŶŝĂ & ϵ͘ :ħnjLJŬĂŶŐŝĞůƐŬŝW đǁŝĐnjĞŶŝĂ K ƐĞŵŝŶĂƌŝƵŵ K Ϯ͘ ,ŝƐƚŽƌŝĂƌĞŬůĂŵLJ< WŽƐƚĂǁLJŬŽŵƉŽnjLJĐũŝ ŝƚLJƉŽŐƌĂĨŝŝ< KĐŚƌŽŶĂǁųĂƐŶŽƑĐŝ ϰ͘ ŝŶƚĞůĞŬƚƵĂůŶĞũW DĞĚŝĂůŽŬĂůŶĞŝƑƌŽĚŽǁŝƐŬŽǁĞ ϱ͘ < ϯ͘ ϭϬ͘ ^ĞŵŝŶĂƌŝƵŵĚLJƉůŽŵŽǁĞ< ^ĞŵĞƐƚƌs 'ŽĚnjŝŶLJƉƌĂĐLJ njŶĂƵĐnjLJĐŝĞůĞŵ d^ ϮϬ ϱ ϮϬ ϯ ϮϬ ϱ ϮϬ Ϯ ϮϬ Ϯ ϮϬ ϯ ϮϬ ϯ ϮϬ ϯ ϮϬ Ϯ ϮϬ ϱ ϮϬϬ ϯϯ ĞŐnjĂŵŝŶ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ĞŐnjĂŵŝŶ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ZĂnjĞŵ <ŝĞƌƵŶĞŬ͗/EE/<Z^dtK >Ɖ͘ EĂnjǁĂƉƌnjĞĚŵŝŽƚƵͬ ŵŽĚƵųƵŬƐnjƚĂųĐĞŶŝĂ ^ƉĞĐũĂůŝnjĂĐũĂ͗^dZd'/Z<>Dz/WZ ZŽĚnjĂũnjĂũħđ Kͬ& &ŽƌŵĂnjĂůŝĐnjĞŶŝĂ ^ĞŵĞƐƚƌs/ 'ŽĚnjŝŶLJƉƌĂĐLJ njŶĂƵĐnjLJĐŝĞůĞŵ d^ ,ŝƐƚŽƌŝĂŵĞĚŝſǁ ŝĚnjŝĞŶŶŝŬĂƌƐƚǁĂ< WŽĚƐƚĂǁLJŵĂƌŬĞƚŝŶŐƵŝƉƵďůŝĐ Ϯ͘ ƌĞůĂƚŝŽŶƐ< ^LJƐƚĞŵLJŵĞĚŝĂůŶĞŶĂƑǁŝĞĐŝĞ ϯ͘ < ǁLJŬųĂĚ K ĞŐnjĂŵŝŶ ϮϬ ϱ ǁLJŬųĂĚ͕ đǁŝĐnjĞŶŝĂ K ĞŐnjĂŵŝŶ ϮϬнϮϬсϰϬ ϯнϮ ǁLJŬųĂĚ K ϮϬ Ϯ ϰ͘ ZLJŶĞŬŵĞĚŝſǁŝƌĞŬůĂŵLJ< đǁŝĐnjĞŶŝĂ K ϮϬ Ϯ ϱ͘ 'ŽƐƉŽĚĂƌŬĂƌLJŶŬŽǁĂ< đǁŝĐnjĞŶŝĂ & ϮϬ ϱ ϲ͘ ZĞŬůĂŵĂƌĂĚŝŽǁĂ^ đǁŝĐnjĞŶŝĂ & ϮϬ ϯ ϳ͘ ĂĚĂŶŝĂŵĞĚŝſǁŝƌĞŬůĂŵLJ^ đǁŝĐnjĞŶŝĂ & ϮϬ ϯ ϴ͘ :ħnjLJŬĂŶŐŝĞůƐŬŝW đǁŝĐnjĞŶŝĂ K ĞŐnjĂŵŝŶ ϮϬ ϱ ƐĞŵŝŶĂƌŝƵŵ K njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ ϮϬ ϱ ϮϬϬ ϯϱ ϭ͘ ϵ͘ ^ĞŵŝŶĂƌŝƵŵĚLJƉůŽŵŽǁĞ< ZĂnjĞŵ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ njĂůŝĐnjĞŶŝĞ ŶĂŽĐĞŶħ нWƌĂĐĂůŝĐĞŶĐũĂĐŬĂ;ϭϱd^Ϳ KďũĂƑŶŝĞŶŝĂƐLJŵďŽůŝ͗ KʹƉƌnjĞĚŵŝŽƚŽďŽǁŝČnjŬŽǁLJ͕&ʹƉƌnjĞĚŵŝŽƚĨĂŬƵůƚĂƚLJǁŶLJ WʹƉƌnjĞĚŵŝŽƚŬƐnjƚĂųĐĞŶŝĂƉŽĚƐƚĂǁŽǁĞŐŽ͕<ʹƉƌnjĞĚŵŝŽƚŬƐnjƚĂųĐĞŶŝĂŬŝĞƌƵŶŬŽǁĞŐŽ͕^ʹƉƌnjĞĚŵŝŽƚƐƉĞĐũĂůŶŽƑĐŝŽǁLJ 'ŽĚnjŝŶLJƉƌĂĐLJnjŶĂƵĐnjLJĐŝĞůĞŵ;ůŝĐnjďĂǁŶĂǁŝĂƐŝĞŽnjŶĂĐnjĂůŝĐnjďħŐŽĚnjŝŶnjĚĂŶĞŐŽƉƌnjĞĚŵŝŽƚƵͬŵŽĚƵųƵǁƚƌĂŬĐŝĞĐĂųLJĐŚƐƚƵĚŝſǁͿ
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