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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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The development of advertising in the daily newspaper Mladá fronta DNES between the years 2012-2016
Samšuková, Jana ; Klabíková Rábová, Tereza (advisor) ; Soukeník, Štěpán (referee)
The diploma thesis The development of advertising in the daily newspaper Mladá fronta DNES between the years 2012-2016 analyzes the development and possible changes of advertising in the Czech daily broadsheet Mladá fronta DNES of the publishing house Mafra, a.s. between the years 2012-2016. In particular, this thesis aims to describe the trends in the concentration of advertisements, the ratio of original content and advertising, the interconnection of advertising with the graphic or thematic side of the editorial content of the journal, or the development of advertising formats and topics. These findings are attained by quantitative content analysis, namely so-called emergent coding. In the addressed theoretical Framework, the aspects of the economic functioning of the media are addressed as well as the theory of advertising, the phenomenon of advertising in the press or its legislative anchoring. The author also devotes several pages to the phenomenon of media commercialization, as well as its appearance in the Czech media environment. Part of the work is also devoted to the presentation of the daily broadsheet Mladá fronta DNES, its history and its current position on the Czech media market. In the second half of the thesis the methodology of research is presented, as well as both its design...
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The identity construction of teenage girls in internet media and magazines
Nováková, Petra ; Klabíková Rábová, Tereza (advisor) ; Baslarová, Iva (referee)
Diploma thesis "The Identity Construction of Teenage Girls in Internet Media and Magazines" deals with media texts which are being addressed to teenage girls; with a special attention to three significant media types of this area of concern. These are represented by the magazine Bravo Girl!, the blog dominikamyslivcova.cz and the website jenproholky.cz. The aim of the thesis is to describe and analyze these texts in detail; e.g. in the areas which are characteristic for them and could represent an element of high importance in the process of constructing the living reality of their recipients. The thesis also assumes how media could participate on their identity construction; their recognized values, opinions, thinking and lifestyle. Not only the thesis is concerned with the production of these specific texts and their features, it also focuses on the character of the interaction these media initiate towards the audience. It also tends to describe the receptive process the members of audience perform and how they react back, towards the media. To fulfill this goal, the pragmalinguistic analysis of the language features and communication strategies was used. Also the semiotic analysis was chosen, to the description of the structures of meaning, myths and ideologies within the texts. As a conclusion,...
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Reporting of global crisis events in Czech print media based on example of Swine Flu
Černá, Lucie ; Kraus, Jiří (advisor) ; Klabíková Rábová, Tereza (referee)
This Diploma thesis deals with some aspects of four chosen Czech daily newspapers referring about the outbreak and early development of events connected with one of the latest significant global crisis - the swine flu, which had broken out in 2009. The theoretical part of the thesis deals with some characteristics of crisis and basic concepts, which might be associated with their media coverage. In the practical part, it deals with the way, how the Czech dailies covered first two weeks of spreading of the disease. At the beginning, the thesis introduces a quantitative profile of the analyzed sample and shows both physical and verbal range of it. The second part is focused on the main topics, which were chosen by all daily newspapers to refer about the swine flu. Those, which did not make it to the main thematic line presented before, are also shortly mentioned in the chapter. In the third part, the thesis follows the main motives appearing in the images that accompanied the news with the chosen topic and also discovers how the disease was "objectified". Finally, language analysis discovering some specific subjective language characteristics referring to a potential personal opinion included by individual authors, or the way how the authors dealt with the coverage of the potential future development...
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Marketing Acitivities of Pietro Filipi Fashion Brand in years 2010-2012
Jančová, Michaela ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The goal of this diploma thesis "Marketing Activities of Pietro Filipi Fashion Brand in years 2010-2012" is to describe and analyze activities and communication of pietro filipi brand on the market of the Czech republic. In this diploma thesis following activities are showcased based on the principles of fashion marketing and branding. The first part of the thesis describes situation on the Czech market, stratification of domestic and foreign brands and general segmentation of fashion brands. The next part deals with the specific segment of medium premium brands, its direct domestic and foreign competition in this segment, marketing communication and activities of these brands. The second part describes and analyzes history of pietro filipi, product portfolio, target group and specific marketing activities of this brand. Questionnaire survey in the end of the thesis indicates weaknesses in brand communication with customers and its ambiguous identity.
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Marketing Communication of Safety Line Association in 2013: linguistic Analysis of campaigns
Kudrnová, Blanka ; Klabíková Rábová, Tereza (advisor) ; Šoltys, Otakar (referee)
The bachelor thesis Marketing Communication of Safety Line 2013: Linguistic Analysis of Campaign deals with the marketing activities of the Safety Line Association, and puts them into context of non-profit sector. It is focused mainly on year 2013. It analyses also its communication in general linguistic way. Safety Line, as a non-profit organization provides its services primarily by active fundraising, which covers approximately 70 % of the cost. Due to the nature of the services it provides, most of incomes are spent on operations. Against its donors Safety Line Association must defend the fact that unlike foundations and endowment funds with which it is often confused, does not contribute to a specific project, but consumes the money itself. Due to the strict observance of the principle of anonymity Safety Line also can not point to specific issues it deals with. The aim of the work is to analyze the activities in which the Safety Line Association handles with these problems.
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In-Store Marketing of Bageterie Boulevard in the Second Half of the Year 2012 Accenting the Linguistic Component of Communication
Machová, Tereza ; Klabíková Rábová, Tereza (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis describes in-store marketing activities of the czech fast food restaurant chain Bageterie Boulevard. It highlights linguistic aspects of these activities. The thesis deals with a description of used in-store marketing tools during 2014 and the first quarter of 2015 in three chosen Bageterie Boulevard restaurants in Prague. After a short introduction of the company a first part introduces a reader to the problematics of in-store marketing and the problematics of advertising texts. It chooses specific tools and instruments and also sets a theoretic framework for a further description in a second part of the thesis. It looks for basic specifics of fast food restaurants in-store marketing. The second part of the thesis includes a descriptive analysis of chosen aspects itself. It describes a presence and a form of both long and short-term in-store marketing instruments and also written and spoken messages in visible parts of point of sale. Within verbal communication it highlights interesting linguistic components. The thesis also notices differences in store atmosphere within the chosen restaurants.
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Analysis of internal communication of the organization Junák - český skaut, z.s.
Kroupová, Mariana ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The aim of this bachelor thesis is the analysis of internal communication of the organization Junák - český skaut, z.s. in last two years. Theoretical part lays down basic goals, purpose, outputs, and strategy of internal communication and focuses on its specifics in the non-profit sector generally and in the organization Junák specifically. The practical part of the thesis uses elements of the GAP Analysis and looks for gaps between the ideal and current state of communication in the organization. It suggests organizational plans to fill the gaps and overview of risks involved.
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Digital communication of Czech Olympic Committee in 2020
Friš, Jan ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis called Digital communication of Czech Olympic Committee in 2020. The aim is to analyze digital communication mainly on social networks, which the committee uses for communication with the target audience. The thesis is divided into two parts. In first - theoretical part - there are explained basic terms, devotes to marketing communication and its especially digital tools, marketing communication of non-profit organizations and its specifics, as well as the Czech Olympic Committee itself and its history. Second part - practical- part - includes marketing research which consists of 3 parts. Semi-structured interview with a marketing specialist of the Czech Olympic Committee, online questionnaire survey and analysis of data from digital channels of Czech Olympic Committee - website and social networks Facebook, Instagram, Twitter and YouTube. The obtained data will be compared with each other. Based on this data will be developed proposals and recommendations for possible improvement of digital communication of Czech Olympic Committee.
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