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Comparative Study of Jihlava International Documentary Film Festival and Academia Film Olomouc Marketing Communications in the Year 2012
Drozdová, Alexandra ; Bezouška, Martin (advisor) ; Dolanský, Pavel (referee)
The aim of this thesis is to describe the phenomenon of documentary film festival marketing communications in domestic environment. It does so by synthesis of knowledge from several theoretic marketing fields with practical analysis of case studies of Jihlava International Documentary Film Festival and Academia Film Olomuc communication activities in the year 2012 and their following comparison. Basic theories of documentary film, classical marketing, art marketing and film marketing are presented in the first two chapters of the thesis. These also familiarize the reader with film festival characterized as a special event and illustrate the film festival marketing specifics in general but also the documentary film festival focused point of view. The purpose of this part of the thesis is to establish a theoretical basis for case studies to be presented in subsequent chapters. The case studies are presenting history and organization structures of both festivals, but primarily are examining the marketing communications means they use by descriptive method. They concern advertising, communication in the place of festival, sales promotion and direct marketing, public relations, new media and creative execution of festival campaigns. Comparison of all these in combination with theoretical part provides...
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Comparative Study of Jihlava International Documentary Film Festival and Academia Film Olomouc Marketing Communications in the Year 2012
Drozdová, Alexandra ; Bezouška, Martin (advisor) ; Dolanský, Pavel (referee)
The aim of this thesis is to describe the phenomenon of documentary film festival marketing communications in domestic environment. It does so by synthesis of knowledge from several theoretic marketing fields with practical analysis of case studies of Jihlava International Documentary Film Festival and Academia Film Olomuc communication activities in the year 2012 and their following comparison. Basic theories of documentary film, classical marketing, art marketing and film marketing are presented in the first two chapters of the thesis. These also familiarize the reader with film festival characterized as a special event and illustrate the film festival marketing specifics in general but also the documentary film festival focused point of view. The purpose of this part of the thesis is to establish a theoretical basis for case studies to be presented in subsequent chapters. The case studies are presenting history and organization structures of both festivals, but primarily are examining the marketing communications means they use by descriptive method. They concern advertising, communication in the place of festival, sales promotion and direct marketing, public relations, new media and creative execution of festival campaigns. Comparison of all these in combination with theoretical part provides...
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Marketing Communications in Today´s Practice of Art Museums in the Czech Republic
Drozdová, Alexandra ; Janištinová, Anna (advisor) ; Černá, Jitka (referee)
The aim of this thesis is to describe thoroughly the way Czech museums of art are using the principles of marketing communications nowadays. Theoretical part of the thesis presents brief history of modern museums worldwide as well as in the Czech Republic (with special stress on the network of regional galleries being founded in the second half of the 20th century. It also presents bases of museum marketing and the elements of integrated marketing concept applied on galleries. Terms of branding and fundraising are mentioned as well. The research part of the thesis contains the results of questionnaire survey among 10 representatives of Czech regional galleries. Each of the included museums of art is introduced with emphasis on their ways of using marketing communications principles. Their visual identities are also described and media monitoring analysis is added to all of them. We can say that the principles of marketing communications are anchored among Czech galleries; however they struggle with the lack of finance needed to concentrate more on such activities.
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