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Marketing research in audiovisual production: pretesting of television pilots
Sedláčková, Dagmar ; Kruml, Milan (advisor) ; TOMEK, Ivan (referee)
Marketing research in audiovisual production: pretesting of television pilots" aims to describe processes behind the creative portion of quality TV program creation.
TV stations often use so-called pre-testing in order to find out, based on a small number of viewers, whether the show will meet the station's demands and gain commercial success.
The thesis analyzes whether pretesting might be a powerful tool to positively influence future success of a TV show.
In individual chapters of the paper, the hypothesis is being proven or disproven, depending on factual examples and partial analyses.
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Analysis of potencial positioning brand Stará myslivecká
Pribilová, Petronela ; Vávra, Oldřich (advisor) ; Tomek, Ivan (referee)
Stará Myslivecká is a traditional Czech brand occurring on the market since 1847. The label was one of the premium products during the period of socialism. However, there was a boom of new international brands on the market after 1989, which caused a downfall of Stará Myslivecká that lost its post. Diploma thesis contains an analysis of current brand position based on secondary and primary data obtained from online questionnaire. The aim of diploma thesis is to determine objectives that should be reached by the brand in next three years and to propose a marketing strategy based on the analysis of obtained data that would help to meet the objectives. To sum up, after reviewing all aspects is there the recommendation which one of the strategies is more preferable for the company.
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Marketing communication in theatrical distribution
Kulhánek, Ondřej ; Tomek, Ivan (advisor) ; Danielis, Aleš (referee)
This thesis should describe the particular fields of the movie marketing communication and their usage during the theatrical distribution cycle. This thesis should also draw the attention to the general context of the theatrical distribution marketing and specialities that can occur within this field. Further, it should observe the film marketing activities directly connected with the particular theatrical distribution field. Last but not least the diploma paper should draw our attention to the development and new tendencies taking place in the modern film marketing communication and theatrical distribution.
This diploma paper is divided into the ten chapters. The first part describes the basic aspects of the film marketing communication, the next chapter focuses on the marketing mix in connection with the movie marketing. The follow-up parts examine the movie classification and the related distribution strategies. The fifth chapter is devoted to the questions of the target group and the sixth part contains description of the theatrical distribution advertisement. The following parts call attention to the possibilities of the partnership cooperation, the importance of Public Relations and the power of POS communication. The last chapter examines the internet communication and viral marketing that represent the new trends and possibilities relating to the current theatrical distribution marketing.
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Product Placement in the Czech Television Milieu
Souralová, Ladislava ; Tomek, Ivan (advisor) ; Ostrouchov, Petr (referee)
The diploma thesis concerns with the actual problems of product placement in the Czech television milieu. The works examines the conditions of this milieu for the application of PP and the approach of the particular televison channels to its future use.
The thesis is divided into five chapters. The first chapter illuminates the goals of the thesis and the metodology of getting information. The second chapter brings theoretical background to the problems of PP.
The next chapter analyzes general conditions in which PP works in the Czech television milieu. The chapter four brings the analysis of the PP-process in the television background and the last chapter describes the approach of the particular televison channels to PP and their programme possibilities for product placement.
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Film Marketing
Dudáková, Marta ; Tomek, Ivan (advisor) ; Sládeček, Petr (referee)
Like in many other industries, marketing is one of the key elements of movie business even though many speak against the usage of the term marketing in film. Before the film makes it into the movie theaters, it goes through several stages, starting with development, funding, production, post production and ending with distribution. Each of these phases presents different challenges but in all of them are pieces of film marketing. In my master thesis, I am searching for features that characterise the film as a product, according to marketing theory of product development and product life. I will examine marketing theoretical approaches and search for parallels with marketing strategies of film producers.
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Position of audiovisual industry in economic system of Czech Republic
Čermák, Filip ; Tomek, Ivan (advisor) ; Mathé, Ivo (referee)
This diploma paper deals with defining the absolute and relative position of the audiovisual (film) industry in the economy of the Czech Republic and its devel-opment in two fields ? the total output of economic system and consumed fac-tors of production. Through comparing of shares of the film industry in these two aggregates it is possible to derive its general economic effectiveness. This definition is prefaced with explanation of needed basic economic terms, theoretical bases and methods used.
In its second part the factors are examined, in case of which we can assume the influence on this position, compared to its actual development. In the last, final part the measures are proposed that could improve the position of the film in?dustry in the economy of the Czech Republic and facilitate it to overcome its current crisis ? introduction of fiscal incentives and redefining the work of the State Fund of the Czech Republic for support and development of the Czech cinematography and sources of its financing.
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Product Placement in the Czech Feature Film
Kobosilová, Irena ; Tomek, Ivan (advisor) ; Uldrichová, Helena (referee)
This thesis brings a look at the main issues of Product Placement in the field of Czech filmmaking. Further it presents general guidance for its use, application and inspiration. The thesis is divided into three parts. The first gives us basic orientation in the field of Product Placement. The second is the case of study; its purpose is to reveal the attitude of key subjects joining the implementation process of Product Placement in Czech filmmaking environment, the key subjects are the producer and the representative of the product brand; this is followed by the analysis of achieved data. The third part includes possible guidance how to implement Product Placement to the conditions of Czech film market. In the end there is a Product Placement general hypothesis about its usage frequency and the functioning as a tool in the Czech filmmaking and also the possibilities of its development in the years to come.
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