3. Researched Brands and Magazines
First of all, we selected companies that advertise their portfolio of brands in the relevant magazines and qualify as
SMEs. Then we chose only Czech cosmetic companies that have similar adverts in magazines for women. We have
also included Czech branches of international companies, such as Coty Česká republika, s. r. o., that sells and
promotes Rimmel and Astor brands in the Czech Republic. The aim of this study is to compare formats of Czech
adverts with international companies and identify their specifics and differences.