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Communication strategy aimed at subcultures on the example of brand Jägermeister
Plevová, Zuzana ; Klimeš, David (advisor) ; Vranka, Marek (referee)
This work focuses on the communication strategies aimed at subcultures and uses the brand Jägermeister as an example. The theoretical part serves as an explanation of concepts like marketing communication, the communication mix and its tools. Furthermore, it covers the topic of postmodern marketing, which enables us to better understand the current form of marketing in relation to the society. Such trends like viral marketing, buzz marketing or guerilla marketing that are used mainly for the young generation using the Internet, are also mentioned. A whole chapter of its own is dedicated to the theory of subcultures. The last part describes chosen subcultures that are targeted by the Jägermeister brand. The practical part introduces the Jägermeister brand and its position on the Czech market. Subsequently, it examines the communication strategy of the brand and its tools.
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Possible aproaches to viral marketing in new media and its usage in Czech republic
Pátek, Michal ; Šlerka, Josef (advisor) ; Zbiejczuk, Adam (referee)
The thesis Possible approaches to the viral marketing in new media and its use in Czech Republic is concerned with one of the marketing strategies from foreign authors point of view. On the basis of related theories it describes the importance of viral marketing in order to point out the strengths and weaknesses of this method of promotion. The first part deals with the introduction of new media and specific ways of promotion in cyberspace. The following parts describes the related fields, word of mouth, memetics and information cascades. The actual view of viral marketing is given on the basis of publications by Seth Godin Douglas Rushkoff and Henry Jenkins. Part of the work deals with the measurement and analysis of viral marketing, which outlines the possible mathematical formula describing viral spread. After a theoretical introduction describes possible methods of viral marketing, which is clearly shown on the example of several Czech campaigns. Powered by TCPDF (www.tcpdf.org)
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Guerilla marketing
Dolejší, Tereza ; Hejlová, Denisa (advisor) ; Gerbery, Juraj (referee)
The bachelor theses deals with guerilla marketing which presents an unconventional form of the products and services propagation. The aim of the guerilla marketing is surprise, to shock, to strike at the strategic location and the affordable price. The overall description of non-traditional marketing is mentioned in the theses content. I will also deal with the typical kinds of guerilla marketing or the samples of the individual campaigns. I will focus mainly on campaigns that have been realized in the Czech republic, even if the guerilla marketing relatively rarely occurs. Unusual types of the promotion are trying to work with the customer emotions, that is why I will deal with advertising psychology in one section. I'm going to use questionary with hooked illustration like the research method. The purpose of my research is exploring the human attitudes to the guerilla marketing. I will try to find out the consumer's reaction to the traditional types of advertising and whether they would welcome the more frequent uncommon campaigns. An important part of research will be investigation of the overall consciousness about the mentioned phenomenon.
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Fictional news in media as a way of advertising
Lakomá, Karolína ; Dolanský, Pavel (advisor) ; Trampota, Tomáš (referee)
Bachelor thesis "Fictional news in media as a way of promotion" deals with the issue of media messages which are based on mystification, untruth or half truths in order to arouse interest its beneficiaries and to draw attention to the brand, product, social problem or just to entertain. Sometimes the victim of a hoax is only the audience, sometimes are victims the media itself. In marketing area it has became more often to use the method of dissemination the advertising via viral communication where the recipients transmit information between themselves and spread it further. For this to happen, the advertising in the message must be skillfully hidden or not contain it at all. This work defines the concept of fictional news as well as the concept of promotion. It provides examples of media mystification in the history of mass media and examples of successful viral campaigns. The whole issue is demonstrated by the Czech adaptation of one of Australia's successful campaign for men's deodorant, which was based on the spreading fictional news and promoting a non-existing company. The work examines how the Czech media and Czech audience deal with the fictional press release.
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Proposal of Guerilla Campaign for Baliarne obchodu Poprad Company
Svobodová, Karolína ; Matušek, Viliam (referee) ; Chalupský, Vladimír (advisor)
The aim of this diploma thesis is the proposal of guerilla campaign in a company Baliarne obchodu Poprad, a.s.. Introduction of the theoretical part explains basic knowledge of advertising, various types of guerilla and serves as a base for empirical part, in which I analyze current status of external and internal environment of the company. Based on identified weaknesses of the comapny is guerilla campaign designed to appeal to wide range of customers, new target group and the mark has become well known throughout the territoty of Slovak republic.
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Foreign Company's Strategy for Entering the Czech Market
Svoboda, Luděk ; Švejda, Mojmír (referee) ; Zich, Robert (advisor)
The aim of this master thesis is to consider appropriate solutions of entering the foreign market. After introducing of the company follow the external and internal analysis. The thesis proves a suitability of the target market, deals with a choice of the product portfolio. It also mentions and checks the expectations of new market’s behaviour. In the final part of the thesis we can find a proper suggestions for entering the target market, steps and measures, which the monitored company shouldn’t leave out.
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