Tomas Bata and Czech Advertising

Abstract

The founder of the Company, Tomas Bata, managed to use for the implementation of his business plans commercial promotion in a scope and form having no parallel in the Czechoslovakia of those days. It was not by any chance that most of important Czechoslovak advertisement makers worked for the Baťa companies and set the tone for business promotion not only in Zlín, but also nation-wide. Tomas Bata kept looking for new forms of promotion and improved old methods. To this end he used the latest technological means. He used film a lot and realized the importance of sport, namely football, which he then often used in his promotion.