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Guerilla marketing as a form of non-traditional marketing communication
Trojanová, Kamila ; Köppl, Daniel (advisor) ; Dolanský, Pavel (referee)
The bachelor thesis "Guerilla marketing as a form of non-traditional marketing communication" deals with the guerilla marketing as a trend of marketing communication, through which the message can be sent to the target group. The thesis describes guerilla marketing itself, it also specifies, who can use this method, defines the phenomena in general context of marketing communication and goes back to the origin of the concept. Furthermore thesis introduces the reader with specific forms of guerilla marketing and ways how to distribute and deliver the message to the customer. The thesis briefly explains efficiency of this method and simultaneously discusses the issue of ethics and law. Finally it describes the guerilla campaign of mobile operator Vodafone, the way, how such campaigns can be communicated, including the obstacles and consequences of their realization and the solutions of ethic parameters.
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Comparative Study of Jihlava International Documentary Film Festival and Academia Film Olomouc Marketing Communications in the Year 2012
Drozdová, Alexandra ; Bezouška, Martin (advisor) ; Dolanský, Pavel (referee)
The aim of this thesis is to describe the phenomenon of documentary film festival marketing communications in domestic environment. It does so by synthesis of knowledge from several theoretic marketing fields with practical analysis of case studies of Jihlava International Documentary Film Festival and Academia Film Olomuc communication activities in the year 2012 and their following comparison. Basic theories of documentary film, classical marketing, art marketing and film marketing are presented in the first two chapters of the thesis. These also familiarize the reader with film festival characterized as a special event and illustrate the film festival marketing specifics in general but also the documentary film festival focused point of view. The purpose of this part of the thesis is to establish a theoretical basis for case studies to be presented in subsequent chapters. The case studies are presenting history and organization structures of both festivals, but primarily are examining the marketing communications means they use by descriptive method. They concern advertising, communication in the place of festival, sales promotion and direct marketing, public relations, new media and creative execution of festival campaigns. Comparison of all these in combination with theoretical part provides...
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Marketing Communication of The Brno House of Arts in 2007-2011
Jelínková, Adéla ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis aims to analyze the marketing communication of the Brno House of Arts from 2007 to 2011. The Brno House of Arts is one of the most important cultural institutions in Moravian region but the number of visitors decreases from year to year. The hypothesis is that underdeveloped communication strategy of the institution contributes to this unfavourable situation. One chapter is dedicated to the analysis of communication strategies of the closest gallery's competitors - Moravian Gallery and Wannieck Gallery. The core of the work is in the detailed description of the institution's communication mix with focus on its visual identity created in 2008. Evaluation of the gallery's marketing activities is based on adequate academic writing. Wide variety of relating pictures can be found in the appendix. Research conducted by the author explores knowledge and image of the Brno House of Arts in the public. The thesis is concluded with the summary of the communication activities of the institution and strives to answer whether they support its mission and vision positioning the gallery among prestigious European galleries.
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Marketing communication of Divadlo Na zábradlí in 2010-2011 theatre season
Novosadová, Barbora ; Halada, Jan (advisor) ; Dolanský, Pavel (referee)
The thesis is an analysis of the marketing comunnication of Divadlo Na zábradlí in the theatre season 2010-2011. In its first part I try to refer to the meaning of the theatre in the society and to adumbrate its secondary roles, that can play. The thesis also shows the main specifics of marketing communication in the culture environment or in the area of theatre. The thesis contains detailed analysis of particular tools of cummunication and their use in Divadlo Na zábradlí. The communication it devided into several groups according to different recipients of the message. Because of the need for implanting the results of marketing communication to wider context and to make the analysis relevant, the thesis also contains comparative analysis of selected aspects of marketing communication of the five of Prague theatres chosen because of resemblances in their repertoires. I have chosen Švandovo divadlo, Divadlo v Dlouhé and Studio Ypsilon (theatres of the same statute as Divadlo Na zábradlí) and Dejvické divadlo and Divadlo Komedie (theatres that are allready transformed). At the end of the thesis there is an evaluation of marketing communication and a proposal of severeal steps that can help to aliminate identified deficiencies in the communication.
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Communication Activities of the Publishing Company Kniha Zlín in 2011-2012
Lepková, Klára ; Halada, Jan (advisor) ; Dolanský, Pavel (referee)
The aim of the thesis named Communication Activities of the Publishing House Kniha Zlín in 2011-2012 is to deal with the marketing communication of the modern publishing house in Zlín. The publishing company wishes to present so called young literature of the highest quality that appears mostly on the European market to the Czech readers. Kniha Zlín has been present on the Czech market for 8 years, however, in the field of marketing the most significant breakthrough came in 2011 when Kniha Zlin started publishing e-books. I dedicate my thesis to the introduction of marketing communication of Kniha Zlin in the period 2011-2012 and also I would like to show the contribution of this publishing house in the both realms of marketing and literature. The thesis describes the birth of the publishing house, its vision, however the main emphasis is focused on marketing strategy, put in other words on communication in the on-line sphere, namely on the social networks. Besides there is space focused on the phenomenon of e-books, PR activities, unified visual style, individual editions. The stress is also put on the Scandinavian literature which was the core of the publishing interest in 2011-2012. The other topic that is discussed in the thesis is the position on the Czech book market, where Kniha Zlin in...
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Museum Marketing: Communication Activities of the Victoria and Albert Museum in London in the Academic Year 2011/2012
Freitagová, Martina ; Dolanský, Pavel (advisor) ; Shavit, Anna (referee)
After an extensive museum boom in the 1980s and 1990s marked by the construction of numerous new museums, there is now a growing debate about selling museum items and even a complete closure of some institutions. Also the function attributed to art in the museum context has changed the purpose of these institutions in society. Museums turned into socializing platforms and their collections became subjects of universal conversations. Their role has been fully reoriented towards serving the public. The chronic lack of finances together with the changing nature and purpose of museums have raised the need to be more economical and underscored the importance of a professional marketing communication based above all on an understanding of the public. My paper analyses the marketing activities of Victoria and Albert Museum in London, which has been one of the first to consider the public as a key factor in shaping the museum's role. The analysis of communication activities derives from the examination of the place and museum building, the finances and the study of the target audience. I have focused on the development and usage of the museum's brand, print and outdoor advertising as well as below-the-line activities with a special attention to the online communication. The aim of my bachelor thesis...
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Nazi propaganda with the theme of judaism in Národní politika (1939-1941)
Blichová, Larisa ; Dolanský, Pavel (advisor) ; Lysoňková, Lenka (referee)
The thesis is making a qualitative analysis of the Nazi propaganda in Národní politika during the period 1939-1941. These first three years of World War II were most important in shaping the cooperation between the media and the occupying power. The thesis is focused on anti-Semitic propaganda and its development during those three years in one of the most highly read daily newspaper in the Protectorate. Through the examples of a few chosen articles and adverts, this propaganda is shown concretely. The texts are analysed to reveal their true meaning, as well as the real authors and readers. By real authors, I mean the Nazis and the occupying power, as most of the articles from the following period are missing a signature. Texts are chosen from different times of year and from different sections of the paper, and each chapter includes a short overview of the historical context. There is a summary of propaganda tools, trend changes in protectorate communications, and changes in showing Jews at the end of the thesis.
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