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Press trips as tool of PR communication of tourism
Vančurová, Hana ; Hejlová, Denisa (referee) ; Dolanská, Nora (advisor)
Bachelor thesis "Press trips as a tool of PR communication of tourism" deals with problematic of press trips, specially from tourism industry. The thesis starts with a generalized theory of communication. Then shows how they are related to more concrete areas as marketing and public relations. At the end thesis puts all in the context of tourism, describing the position where press trips takes place and also regularities of this conclusion. The practical part forms the analysis of the article, which is a result of author's participation on the press trip to Lisbon and surrounding area.
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The Dior J'adore campaign in 2000-2010
Podzimková, Linda ; Dolanský, Pavel (referee) ; Hejlová, Denisa (advisor)
Bachelor's thesis "The Dior J'adore campaign in 2000-2010" deals with marketing communication of Dior J'adore perfume during specified period of time. Visuals and TV spots are analyzed from different points of view such as luxury goods marketing, principles of cultural branding, psychology of colours or visual perception. The thesis reveals content and meaning aspects of the communication which are evident as well as latent ones through which the perfume intends to achieve good market position, success and differentiation from competitors. Elements of the campaign, both typical and atypical for this category of luxury goods, are listed. Thesis describes a possible way to communicate the product in modern way and not to forget traditional and historical values of the whole company and the Dior brand at the same time.
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H&M brand in Czech market since 2003
Vargaeštoková, Martina ; Dolanská, Nora (referee) ; Hejlová, Denisa (advisor)
Bachelor thesis "H&M brand in Czech market since 2003" deals with the position of the Swedish fashion retail chain Hennes & Mauritz AB on the Czech market. Within a given theme, the objective of the introduction is to interpret and define a term "fast fashion." H&M brand represents this specific business concept. Furthermore, the thesis describes marketing activities of the brand when entering Czech market. At its core, it analysis the communication mix of the brand and compares its communication tools and techniques with the direct competitors of H&M (representing the concept of fast fashion as well). Finally, the thesis focuses on one particular marketing activity - fashion collections created in collaboration with famous fashion designers and celebrities. The main objective of the thesis is to present a comprehensive insight of the brand on the Czech market and then, through SWOT analysis to highlight the potential threats and opportunities in the future.
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Adidas and Puma brands in years 2006-08 : comparative study
Suchá, Helena ; Hejlová, Denisa (referee) ; Kopecký, Ladislav (advisor)
The bachelor thesis "Adidas and Puma brands in the years 2006-2008 : comparative study " deals with comparing the positioning and communication activities of Adidas and Puma sport brands in the years 2006-2008 in both Czech and Global market for sporting goods. Their Sharp origin and history is reflected in the production and marketing communication of brands that belong to the leaders in the sports industry and sponsorships. The first two parts deal with representation of brands Adidas and Puma and their inception, describe the primary plans of Dasslers brothers (in later years the founders of the surveyed companies) to build up a family factory of sports shoes, their conflicts and the following separation. From a historical perspective it examines the progression of advertising and visual appearance of those two brands. The third section examines the definition of marketing communication mix tools, rivalry and market environment at a given time period, defining the quality of brands in the minds of consumers and its permanent building up. In this part the method of comparison is used to analyse the spots and print advertising campaigns from 2006 to 2008 is to find out and then define the interaction between those two rivals on the sports field industry and the message referring to their common roots.
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The origin and evolution of media agencies in the Czech Republic
Dvorská, Petra ; Hejlová, Denisa (referee) ; Vojtěchovská, Martina (advisor)
My thesis titled "The Origin and Evolution of Media Agencies in the Czech Republic" discusses the emergence and gradual formation of organisations specialised in media planning and the purchase of advertising space in the media. It focuses in particular on the 1990-2000 period; however, it also mentions the development of these agencies before 1989 as well as the current and future trends. To better understand the formation of these organizations, the thesis also briefly describes the basic developmental characteristics of the media market in the Czech Republic after 1989. The work also contains the definition of a media agency, the explanation of its nature and its position in the "media chain", i.e. the description of the role media agencies perform in relation to advertisers, advertising agencies, media representatives, the media and audience. It also mentions the impact of media agencies on the operation of the media and their share in creation of media tools and research. Because there is no supporting material available so far, the work is mostly based on the statements of the founders of the agencies and direct participants.
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Work with emotions in television commercials
Peňázová, Eva ; Hejlová, Denisa (referee) ; Köppl, Daniel (advisor)
Diploma thesis "Work with emotions in television commercials" deals with the role of emotions in the persuasion processes of television commercials. The introductory part addresses the general characteristics of advertising with the focus on specifics of television commercials. Second chapter deals with the way, in which advertising messages influence their audience, and the factors which determine this influence. The following part focuses on the role of emotions in the commercial persuasion processes. It also involves a brief excursion into the history of use of emotions in advertising. Fourth chapter is in a way an extension of the previous chapter, because it deals with the role of emotions as one of the sources of consumer's purchase motivation. What follows, is the theoretical part devoted to the work with emotions in television commercials. It is divided into two chapters. First one deals with the way, in which commercial creators use the emotions, and which commercial models do they apply. The second one describes their work with particular emotional appeals, such as visual and acoustic effects, fear, humour, sexuality, or the presence of children. The closing part is the practical research itself. It contains the analyses of specific television commercial spots, based on the previous theoretical...
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Social Networks Hyspace and Facebook as a Part of Internet Marketing During 2007/2008
Kaucká, Kristýna ; Hejlová, Denisa (referee) ; Máchová, Eva (advisor)
The bachelor's thesis researches the topic of electronic social networks MySpace and Facebook within the framework of internet marketing. The first part of the thesis consists of an introduction into electronic marketing, a definition of social networks and a brief description of their history and the way the function. The second part of the thesis describes the MySpace and Facebook networks, their functions, the possibilities of commercial communication which they offer and their influence on social communication.
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Marketing communication of Hypo building savings bank 2007/2008
Kratochvíl, Viktor ; Halada, Jan (advisor) ; Hejlová, Denisa (referee)
Diploma thesis " Marketing communication of HYPO building savings bank 2007/2008 " deals with the activities of marketing communication of HYPO building savings bank between March 2007 and March 2008. The purpose of this thesis is to describe individual activities of marketing communication of this subject and to analyze goals of its marketing communication. The thesis evaluates the impact of the communication strategy on the public's perception of the subject.
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