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Marketing communication of Schicht's North Bohemian Fat Works at the Turn of 19th and 20th Century
Urychová, Charlene ; Halada, Jan (advisor) ; Klimeš, David (referee)
The thesis aims to complement the existing information about the history of marketing communication in the Czech lands with a contribution dealing with communication of a particular leading industrial business company, which are Schicht's North Bohemian Fat Works, at the turn of the 19th and 20th centuries. To achieve that, basic marketing theory will be applied to the company's brand and descriptive analysis of used elements of the communication mix will follow. The intention is to provide a comprehensive overview of the communication activities of the company in the specified period of time together with a clear summary and it's evaluation.
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Comparsion of marketing activities of beer producers on the Czech market in digital environment
Doskočil, Ondřej ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
Bachelor thesis aims to clearly outline online marketing activities of selected regional microbreweries located in the city of Prague or close by. The aim of this paper is also to describe the communication activities of four thoroughly selected microbreweries and show the best communicating microbrewery in the monitored region. The first parts of the thesis describes the brewing segment, mentions the legislative limitations, that are specific for the segment and in the major part describes and compares the selected brands and their communication activities.
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Humor as a marketing tool and its impact on consumer behavior
Janjić, Saška ; Vranka, Marek (advisor) ; Halada, Jan (referee)
The bachelor thesis, titled Humor as a marketing tool and its impact on consumer behavior, deals with the use of humor in marketing communication. The main objective of the thesis is to explore the effect of humor in marketing on brand perception and purchase intensions of consumers. The thesis is divided into two parts - theoretical and practical. In the theoretical part, the consumer is being focused on firstly in order to understand principles of market behavior and factors that influences this behavior. Comprehending that is crucial in order to thoroughly understand the impacts of humor that are described in following parts of the thesis. The next part of the thesis deals with humor from a psychological point of view, it explains what humor is and describes some of the selected theories. The last chapter of the theoretical part connects humor and marketing, explains the principles, the effects, but also the advantages and the disadvantages that this practice deals with. The practical part consists of research that aims to explore the effects and the impacts of humor in marketing on the perception of promoted brands and the purchase intentions of consumers. The results of the research suggest that humor has some positive effects on brand reception. Especially, consumers perceive the brand as...
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Tfhe Sponsoring of the Czech Biatlon in 2013-2018: Hamé case study
Uhlířová, Markéta ; Halada, Jan (advisor) ; Vranka, Marek (referee)
This bachelor thesis evaluates the Czech biathlon sponsorship between the year 2013 and 2018. During this period a relatively unknown sport became a nationwide phenomenon and attracted a large number of new sponsors. At present, sponsors include Viessmann, Hamé, Alpine Pro or Atex. This work also focuses on the current trend of increasing the effectiveness of sponsorship through active cooperation with a sponsored subject in the Czech biathlon environment. The theoretical part of this work addresses the definition of sponsorship and its functioning in the field of sport. The paper presents Czech Biathlon Union as a sponsored subject and describes its cooperation with sponsors. In the practical part, the attention is focused on Hamé, the main partner of the Czech biathlon since 2013. This partner uses biathlon most often for its promotional activities. Since the very beginning of the collaboration, the Czech biathlonists have been the main face of the Hamé brand and have appeared in several of its advertising campaigns. Linking biathlonists with Hamé products is meant to symbolize a healthy lifestyle for the target group A part of this work is a quantitative research focusing on a general awareness of the Czech biathlon sponsors and the relationship of the respondents to Hamé. The research results confirm...
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Branding of Prague
Veberová, Klára ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
The bachelor's thesis describes the branding of Prague and the strength of the city's brand. The theoretical part addresses terms such as brand, branding, city branding, and its distinction from city marketing. The differences between city branding and commercial branding are mentioned as well since the topic of a city functioning as a brand is a broadly discussed one. The following descriptive part introduces Prague's brand, the reputation and image, including its identifying characteristics such as culture, architecture, film industry, residents, and famous people. Examples of marketing campaigns, organizations or agencies participating in the process of Prague's branding are also a part of the description. The last practical part of this bachelor's thesis compares different indexes and barometers measuring the strength of city brands. This allows to present how strong Prague's brand is in comparison to other cities in the world. In the last part of the thesis, the case studies of two chosen cities are analyzed, focusing on specific reasons of their success and their comparison to Prague.
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Marketing segmentation of the elderly market
Spěváková, Kristýna ; Zezulková, Markéta (advisor) ; Halada, Jan (referee)
(Abstract) The bachelor thesis deals with the issue of marketing segmentation with a focus on the population over 55 years of age. First part of the thesis conveys the theoretical framework of this phenomenon, where key segmentation approaches are presented and segmentation itself is incorporated into a wider strategic framework along with targeting and positioning. At the same time, current topics and debates within the marketing segmentation are elaborated, with the emphasis on the controversy over the validity of the age-based segmentation of the elderly market. The practical part presents author's research based on data from the MML-TGI database, which aims at revealing the differences between the cohorts of the older population and at the same time it aims at characterizing these cohorts. Finally, another mission of the research is to confirm the assumption that the segmentation of the elderly population with age as an exclusive segmentation criterion without recognizing various differences between members of this group is not appropriate.
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Printed Books vs eBooks: What, Why and How Does Generation Y Read?
Nykl, Jan ; Halada, Jan (advisor) ; Lütke Notarp, Ulrike (referee)
The aim of the thesis 'Printed Books vs. eBooks: What, Why and How Does Generation Y Read?' is to uncover what motivates a group of young people, specifically twenty students attending universities based in Prague, to choose either printed or electronic books. Furthermore, while using the qualitative method of semi-structured interview it was also the aim of this thesis not only to describe and analyse how important are the social aspects of books as well as the ways of acquiring them, but similarly to get a better understanding of how Generation Y perceives books. For this reason the conducted research could be beneficial to an academic area of interest, while correspondingly valuable for publishers, bookshops or e-reader manufacturers and their marketing strategies. Practical research is built upon a relevant theoretical basis: history of reading, characterization of printed and electronic books, together with a Czech book market summary and an introduction of Generation Y. In addition, the fourth chapter presents methods used when conducting the research, particularly Grounded Theory. However, the results of this research and their interpretations are presented in the final chapter along with respondents' descriptions, research goals and the course of interviews. In conclusion, research limits...
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Comparison of czech television processing and presentation of the Summer Olympic Games 2008 and 2016
Otava, Marek ; Halada, Jan (advisor) ; Trunečka, Ondřej (referee)
My diploma thesis is occupied with television processing and presentation of Olympic Games. Especially, I decided to analyse the summer Olympic Games in Beijing 2008 and Rio de Janeiro 2016. Both of these Olympic Games brought the new way of television broadcasting. Thanks to the exclusive ownership of broadcasting rights and technological advances, Czech Television has decided to broadcast on both television programs on a continuous basis 48 hours a day. The first part of my diploma thesis is occupied with the history of the Olympic Games, including their ancient civilization. From ancient history we move to the nineteenth century, when Pierre Coubertin came up with the idea to refresh the Olympic idea. After the introduction of Olympic history we will also focus on the relationship between media and sports and we also introduce the roots of Czech television broadcasting. In the analytical part of my diploma thesis we will describe the ways of Czech television processing during the summer Olympic Games in Beijing and Rio de Janeiro. This description will be supported by surveys with data of television ratings and differences between researched Olympic Games. This thesis will show how television broadcasting is developing in the Czech Republic, especially during the Olympic Games, which is one of...
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Blesk - The History and Development of the Most Read Daily Newspaper in the Czech Republic
Dernerová, Žaneta ; Halada, Jan (advisor) ; Osvaldová, Barbora (referee)
This master's thesis aims at the development of the most successful Czech tabloid journal Blesk. It starts with the comparison of Czech and foreign tabloids. Subsequently, it captures the history of Czechoslovakian and Czech tabloids from the First Republic until the present day. This thesis also deals with the journals that unsuccessfully tried to compete with the journal Blesk. Nowadays, the only remaining tabloid journal is Aha!, nevertheless it is owned by the same publishing company as the journal Blesk. Further, the thesis pays attention to the main personalities who helped to shape the form of the journal. It inquires into the development of the graphical shape of the front pages and it tries to interpret their symbolical message, both by the means of qualitative analyses. Alongside that, it deals with the editors and their influence on the development of the journal, its visual form, and the choice of topics on the front pages. The journal Blesk also includes advertisements, and this thesis focuses on that too.
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