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The use of new media in marketing with the company Vodafone as an example.
Hejdová, Markéta ; Köppl, Daniel (advisor) ; Máchová, Eva (referee)
The thesis analyse the use of new media in marketing communication, most of all with regard to the changes which had been taking place during last few decades. The development of information technologies a digitalisation brings about not only new communication channels, but it also causes changes in usage of the present ones. This requires not only the users but also the advetisers to adapt, at least if they are not willing to loose their customers. The means of communication in the world of new media is very specific and differs mainly in need of interaction and closer contact with the customer. On one side, this is a huge advantege since it is now possible to get immediate feedback, bur on the other side, there is also the danger of being publicly criticized. The changes in media world also diminish the difference between media producers and consumers by enabling anyone connected to the Internet to create and share content. I chose company Vodafone as an example, because in my opinion, when communicating in the world of new media, it is quite succesful. It actively communicates on social networks, it is able to integrate them into its campaigns and magazine iliChilli is a great example of owned medium. In conclusion, the thesis evaluates Vodafone activities considering the latest trends worldwide and it...
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The use of new media in marketing with the company Vodafone as an example.
Hejdová, Markéta ; Köppl, Daniel (advisor) ; Máchová, Eva (referee)
The thesis analyse the use of new media in marketing communication, most of all with regard to the changes which had been taking place during last few decades. The development of information technologies a digitalisation brings about not only new communication channels, but it also causes changes in usage of the present ones. This requires not only the users but also the advetisers to adapt, at least if they are not willing to loose their customers. The means of communication in the world of new media is very specific and differs mainly in need of interaction and closer contact with the customer. On one side, this is a huge advantege since it is now possible to get immediate feedback, but on the other side, there is also the danger of being publicly criticized. The changes in media world also diminish the difference between media producers and consumers by enabling anyone connected to the Internet to create and share content. I chose company Vodafone as an example, because in my opinion, when communicating in the world of new media, it is quite succesful. It actively communicates on social networks, it is able to integrate them into its campaigns and magazine ČiliChili is a great example of owned medium. In conclusion, the thesis evaluates Vodafone activities considering the latest trends worldwide and it...
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Brand building of Google and the front position of this brand on the internet market
Bášová, Kateřina ; Máchová, Eva (advisor) ; Hejlová, Denisa (referee)
Brand Building of Google and the front position of this brand on the internet market Abstract The bachelor thesis entitled "Brand building of Google and the front position of this brand on the internet market" is focused on the importance and the form of the brand building process for one of the richest companies in the world. I would like to highlight the factors which stand behind the success of the brand Google, present the brand in the context of brand building strategy, and outline the company's specific and unorthodox approach to this problem. Furthermore, my bachelor thesis presents the basic attributes of the brand's success, leads the readers through the company's history from the days of its establishment until today, and presents its famous corporate culture. After a theoretical comment about the brand's equity concept, I continue with Google's marketing strategy, I analyze the specific steps of the brand building process and the segments of the marketing mix. A key part of my bachelor thesis focuses on the analysis of the current market position, including the definition of the most significant problems of the company and the determination of Google's competitive position on different markets.
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Marketing Communication of Fashion Brands in Czech Online Blogs
Hnídková, Zuzana ; Hejlová, Denisa (advisor) ; Máchová, Eva (referee)
The main theme of this bachelor thesis is development of a phenomenon of fashion blogs in the Czech Republic focused on using this platform for marketing communication mainly of fashion and cosmetic brands. The main goal is to, by descriptive analysis, describe most common methods of marketing techniques that are used to promote products by using authors of fashion blogs as opinion leaders and also describe penetration of this communication to author's content of blogs and analyse readers' responses to such content. The first chapter focuses on fashion blogs characteristics, second part is about establishment and development of this phenomenon in foreign countries and its influence to democratization of fashion. Third part deals with three main points that have principal influence on development of Czech fashion blogs, which allowed progress in marketing use of this media. In the fourth part I concentrate on the blog's authors and their position as opinion leaders, who are effectively used for spreading awareness of a brand. The following chapter is focused on techniques of bloggers' communication with their readers and also the readers' reaction to sponsored content. The conclusion is dedicated to summing up the key ideas of the thesis and the supplement includes photo documentation of the H&M showroom as...
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Cholinergic neurons and Alzheimer's disease
Machová, Eva ; Doležal, Vladimír (advisor) ; Krištofíková, Zdena (referee) ; Zvolský, Petr (referee)
Alzheimer's disease is a degenerative brain disorder. The incidence of the disease increases with age and every year the total number of affected persons is higher. The malfunction of various mental functions is a typical feature of Alzheimer's disease, including loss of short-term memory and development of personality changes. It is now generally accepted that the main cause of the disease is increased production of r3-amyloid fragments that mediate toxic effects and lead to r3-amyloid plaques formation. Alzheimer's disease and also normal aging are accompanied by a loss of cholinergic neurons and weakened cholinergic neurotransmission. In my thesis I dealt with changes in the brain chol inergic system during aging in control mice and in a mouse model of Alzheimer's disease (APPswe/PS1 dE9). In this context I also investigated in vitro influence of docosahexaenoic acid (w-3 essential fatty acid) changes in membrane cholesterol content on the expression of cholinergic phenotype in the NG108-1 5 cholinergic cell line. I also performed ex vivo experiments on rat brain cortex to investigate the characteristics of action of muscarin ic agonist xanomeline that was developed as a selective muscarinic agonist to strengthen signalization through the muscarinic M1 receptor in Alzheimer's disease. The experiments on...
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Performance metrics of on-line marketing projects : application of Google Analytics
Štěpánek, Jiří ; Kot, Pavel (referee) ; Máchová, Eva (advisor)
Bachelor thesis "Performance metrics of on-line marketing projects: Application of Google Analytics"is focussed on the web site measurement with the tools of web analytics. The beginning of this thesis briefly describes the importance of research for marketing communication. It describes performance measurement of marketing communication and media measurement in non-internet marketing in contrast to the possibilities of measurement in internet environment. The crucial part of the thesis is focussed on the tools of web analytics, description of its function and its basic terms. Then it describes the possibilities of measurement and the utilisation of the research results for improvements of on-line marketing activities and websites maintaining. The thesis presents web analytics as an inseparable part of efficient on-line marketing and websites management. It in detail describes Google Analytics, which is one of the web analytics solutions, and its usage. In the end of the thesis there is insight to the metrics of websites of Felicity Hotels during January and February 2010 and their importance from the marketing point of view.
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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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Hippotherapy, a part of the medical treatment of children with cerebral palsy
MACHOVÁ, Eva
My bachelor's thesis called Hippotherapy, a Part of the Medical Treatment of Children with Cerebral Palsy focuses on the influence and effects of hippotherapy on the locomotive apparatus and emotional feelings of three children's patients. The research took place from January to March 2011 on the premises of the Sociotherapeutic Farm of the Mental Hospital Bohnice in Prague. Nowadays the awareness of hippotherapy is growing both among specialists and laymen. However, it is important to realize that hippotherapy does not only mean horse riding which make people feel emotionally good, but it is also a purposeful and efficient therapeutic method. In my bachelor's thesis I emphasize the positive impact of this therapy not only on the emotional state of mind, but also on the locomotive apparatus of clients and the muscle tone. My bachelor's thesis is divided in two parts ? theoretical and practical. The theoretical part is an overview of my knowledge of hippo-rehabilitation with focus on hippotherapy from professional books and other available sources. I also present my knowledge of children's cerebral palsy (DMO), possibilities of physiotherapy of cerebral palsy and types of muscle tone. The practical part focuses on the research regarding effects of hippotherapy on patients suffering from DMO. By using the hippotherapy evaluation test (Hollý, Hornáček, 2005) I evaluated the influence of hippotherapy on the locomotive apparatus of patients sitting on a horse, by measuring the distance of epicondylus lateralis femur of the right and left lower limbs in the maximum abduction (Drhovský, 2006) I evaluated the influence on spasticity of patient's lower limbs, by using a verbal scale of feelings of happiness (Hollý, Hornáček, 2005) I tried to find out whether horse riding makes children with DMO feel happy and based on the secondary analysis of data I tried to outline the effects of hippotherapy in the medical treatment of children with DMO. The objective of my bachelor's thesis is to provide new information on hippotherapy both to professionals and public and to emphasize its positive effects on humans.
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