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Marketing communication of MF DNES from 2010 to 2015
Coufalová, Dominika ; Klimeš, David (advisor) ; Klabíková Rábová, Tereza (referee)
The bachelor thesis deals with analysis of marketing communication of daily newspaper Mladá fronta DNES. It is divided into two parts: the theoretical and the practical. The theoretical part defines basic concepts of marketing and marketing communication which are completed by specifics in media environment, specifically in the print media. Furthermore, there is summarized the print history of the 20th century in the area of the Czech Republic with emphasis on circumstances of the origin of the focused newspaper as well. The thesis also deals with the current condition of the Czech media market, it presents its current subjects and briefly mentions the development of the print run and readership of national newspapers. Another chapter describes the evolution of the newspaper from the historical and the technical point of view and supplements that comes along with the newspaper. The practical part gives a brief description of how the marketing department works, what is the strategy and newspapers' marketing mix. Much of attention is devoted to analysis of the individual areas of newspapers' communication mix, which were defined in theoretical part. The specific activities that were used by the daily in the watched period are also presented and analysed in the practical part. The last chapter...
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Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign
Steklá, Kateřina ; Klabíková Rábová, Tereza (advisor) ; Zábrodská, Kristina (referee)
Czech language style of television advertising of the new millenium on the example of the T-Mobile's media campaign This bachelor thesis deals with the contemporary language style of Czech advertising on the example of brand communication/ advertising campaign of T-Mobile. The work is divided into two parts: theoretical and practical. The theoretical block introduces the context of advertising and shows the characteristics of advertising messages and language of advertising discourse. The focus is on the practical part which analyzes the advertising media campaign of T-Mobile and other operators published in the television from January 2012 to May 2013. The work observes the typical advertising characteristic of T-Mobile and deals with comparison of communication of T-Mobile with other operators.
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Motiv of violence and its various uses in advertising with ilustration on The social advertising of the organization Amnesty International in diverse media forms in specific years
Poliaková, Karolína ; Klabíková Rábová, Tereza (advisor) ; Shavit, Anna (referee)
The work explores the transformation of the motif of violence in advertising. The first part focuses on possible formal acts of violence and the function that the element of violence can have in the advertising work. In sake of complexity of the analysis of the formal aspects I include both the style illustrations and the content elements. For a more detailed analysis of the motif of violence in advertising I explain the role of emotions that shape the final reception. In my work I also focus on the motif of violence within the legal system of the Czech Republic and self-regulatory principles with regard to the activities of the Council for advertising. The work also set the theme of violence in advertising in the context of research on this issue. Considering the scope of the analytical part, which is devoted to advertising of nongovernmental organization Amnesty International, firstly I introduce the issue of social advertising compared with commercial marketing. Variability of the motif of violence in terms of formal aspects and functionality is demonstrated in the commercials of Amnesty International in the years 2006, 2008, 2012 and 2014, and in various types of media - outdoor advertising, print, video and online applications. Individual advertising works are analyzed based on Roland Barthes...
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Canon brand in media from its foundation in Czech republic to the present day
Pérezová, Aneta ; Klabíková Rábová, Tereza (advisor) ; Huněk, Filip (referee)
The main topic of this bachelor's thesis is to describe the media communication of Canon company in the Czech republic from its foundation to the present time. First part of the work explains the history of the Canon brand in the world, describes its product portfolio and names the important competitors. The first part also focuses on the Canon CZ, the Czech subsidiary of Canon Inc. Next part of the thesis briefly explains the theory of media and goes to the explanation of the particular ways how to promote a company in media. Such subjects as ATL, BTL, online media, public relations and sponsoring are being described. The main part of the thesis is the description of the mentioned promotion ways used on an example presented by the company Canon CZ. The analysis is divided into different time periods. Also sales results are mentioned in the end of the thesis. The work also constitutes of two researches which are a quantitative content analysis and a survey.
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The marketing communication of McDonald's in 2012 and 2013 and its influence on Czech language
Hubáčková, Šárka ; Klabíková Rábová, Tereza (advisor) ; Pravdová, Markéta (referee)
Seznam příloh Příloha č. 1: McDonald's - slovník McDonaldštiny (obrázek) Příloha č. 2: Na rovinu - Big Mac (obrázek) Příloha č. 3: Na rovinu - hranolky (obrázek) Příloha č. 4: Na rovinu - náborové video (obrázek) Příloha č. 5: Na rovinu - Chicken McNuggets (obrázek) Příloha č. 6: McDonald's - organizační struktura "kdo je kdo" (obrázek) Příloha č. 7: Na rovinu - Happy Meal (obrázek) Příloha č. 8: Kampaň Lidovky - vizuál z webových stránek (obrázek) Příloha č. 9: Textový přepis reklam kampaně Lidovky (text) Příloha č. 10: Textový přepis reklam kampaně Fajn pár za pár (text) Příloha č. 11: Textový přepis reklam kampaně Snídaňový McWrap (text) Příloha č. 12: Textový přepis videa První den v McDonald's (text) Příloha č. 13: Dotazník (text) 2 Přílohy Příloha č. 1: McDonald's - slovník McDonaldštiny (obrázek) Příloha č. 2: Na rovinu - Big Mac (obrázek) 3 4 Příloha č. 3: Na rovinu - hranolky (obrázek) 5 Příloha č. 4: Na rovinu - náborové video (obrázek) 6 Příloha č. 5: Na rovinu - Chicken McNuggets (obrázek) 7 Příloha č. 6: McDonald's - organizační struktura "kdo je kdo" (obrázek) 8 Příloha č. 7: Na rovinu - Happy Meal (obrázek) 9 Příloha č. 8: Kampaň Lidovky - vizuál z webových stránek (obrázek) Příloha č. 9: Textový přepis reklam kampaně Lidovky (text) Video 1 "Lidovky": Obsluha: "Dobrý den, co si dáte?" První...
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Linguistic Analysis of the Blog "Módní peklo"
Majerová, Barbora ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
Bachelor thesis "Linguistic Analysis of the Blog Módní peklo" introduces popular Czech blog Módní peklo which critically reflects shortcomings of Czechs in the domain of fashion. The introductory part of the paper contains the definition of the term blog and describes the current status of blogs in the Internet network. The main part of the thesis is divided into two larger units. The first one focuses on the detailed thematic and contentual characteristics of the blog Módní peklo. It describes the history of the blog since its emergence in 2010, including the most important points in its existence. This section also introduces the author of the blog and mentions web platforms that are thematically related to Módní peklo. The second unit brings an analysis of the language which is typical for the blog. The description emphasizes particularly lexicologic and stylistic terms. The described phenomena are exemplified by authentic examples from the blog. The conclusion of the thesis summarizes the findings reached in the previous chapters. This part of the text contains the debate of how the language of the blog affects its popularity among the readers. The thesis includes an interview with the author of the blog and appropriate text and image attachment.
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1000 věcí, co mě serou: linguistic analysis of the blog
Jiroušková, Dominika ; Klabíková Rábová, Tereza (advisor) ; Karaščáková, Zuzana (referee)
Bachelor thesis "1000 věcí, co mě serou (1000 Things I Hate): linguistic analysis of the blog" investigate the linguistic tools used in this blog. The mentioned blog is written by three authors and the concept is simle - in regularly posts to write about things, people and situations that ruin our lives. The main objective is to provide a comprehensive picture of the linguistic tools used on the blog and the overall style of the blog. This work is accomplished by analyzing the morphological, lexical, syntactic and hypersyntactic level and stylistic analysis of the factors and tools used on the blog. The theoretical part of the thesis focuses on the definition of a blog to highlight the characteristics of blogging. The thesis is also focused on describing the specific language tools which are typical for written communication on the internet.
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Adolescents' Perception of TV Show Product Placement
Mrázová, Markéta ; Strielkowski, Wadim (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this thesis is to describe the attitude of Czech adolescent toward product placement (PP), a form of marketing communication in TV series. Having said that, the thesis describes the term "product placement", its definition, history, development as well as its various formats. Apart from that, product placement's efficiency, legislative regulation and its meaning in marketing communication are taken into consideration. Besides, the thesis also defines the interactions between adolescents and commercials, and it refers to adolescents as a specific target group within marketing environment. The empiric model of product placement, based on adolescents' answers, describes the attitude of 507 respondents towards this marketing technique. The examination shows how Czech adolescents perceive TV series' product placement and whether they notice this technique in the chosen media format, and if the commercial message has an impact on the target group. Based on the analysis of all answers, a recommendation of product placement for Czech market will be set. On top of that, this recommendation includes an empiric model of product placement and a SWOT analysis to summarize strengths, weaknesses, opportunities and threats of this communication. The research, analyses and suggestions are the biggest...
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Stories in marketing communication of selected brands
Hnátová, Marie ; Klabíková Rábová, Tereza (advisor) ; Orban, Karol (referee)
Bachelor's thesis aims to describe an application of stories within marketing communication. Particularly, it deals with narratives not only in terms of individual communication outputs but also as an overall approach of brands. The introduction part focuses on determination of narratological terms, which are crucial for orientation in this field. The second part captures stories from the view of commercials in practice, thus as storytelling, a concept of creative process. This part also contains an explanation of presumable reasons for efficiency of stories as a promotional technique. The last part is a combination of described theoretical aspects applied to analyses of three chosen brands, which are characteristic of their narrativity. Brands' stories are analysed as a whole and also as a single communication results. The purpose of this thesis is to outline narratives as a tool for humanisation of brands and for improvement of their attractiveness.
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Communication activities of Tchibo in years 2013-2014
Štefek, Jiří ; Obluk, Ondřej (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of the bachelor thesis "Communication of Tchibo Company in 2013-2014" is to analyze and describe specific communication activities of Tchibo company, which is mainly famous for its coffee products. Tchibo is lately trying to communicate its non-food products as well, using all tools of marketing mix available. The goal of this bachelor thesis is a summary of all communication activities and, based on the summary, a list of improvements for the future communication if necessary. Apart from that, the bachelor thesis consists of a primary research that focuses on how the company is viewed among the population of Czech Republic and if their communication activities reflect in what the people think. Since Tchibo company is still much more known for its coffee products, the bachelor thesis focuses not only on the non-food sector, but on the coffee sector as well - it is an important part of the whole communication mix.
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