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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Analysis of touchpoints between the children's target group and the automotive industry
 Mikolajová, Kamila ; Olšanová, Květa (advisor) ; Dědek, Milan (referee)
Nowadays, the customer has a choice of a wide range of brands to find a passenger car. Therefore, car companies need to reach their potential customer much before the purchase takes place. My diploma thesis deals with the analysis of current and potential contact points of selected automobile brand and children aged 3-18 years. The aim of the thesis is to evaluate the current contact points, where it is possible to connect the children with their children through their adolescence. My secondary effort was to draw on the current trends and phenomena of the child's world that brands should take into account when planning future contact points in their marketing strategy. The results of the thesis are based on the results of the qualitative research conducted in the form of qualitative interviews.
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Billboard and its role in the marketing strategy of small and medium-sized enterprises
 Mikolajová, Kamila ; Průša, Přemysl (advisor)
The main objective of this work was to clarify the role billboard in the marketing strategy of small and medium-sized enterprise. The theoretical part deals with marketing and commercial communications, their mixes and process of creation. This work also analyzes the billboard as one of the types of outdoor advertising. It provides a detailed look at its advantages, disadvantages, characteristics that should be considered when choosing media. It also provides guidance on how it should look like the perfect billboard in creative, visual and verbal terms. Practical part introduces a billboard campaign of the selected company and its subsequent analysis transferred questionnaire survey, but also from an economic perspective view. Finally, the practical part also brings changes proposed billboard campaign for the selected company, as well as recommendations for starting a small business.
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