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The importance of creativity in marketing communication
Lejčková, Radka ; Černá, Jitka (advisor) ; Pešek, Ondřej (referee)
The work deals with the relationship between creativity and marketing communication. In the theoretical part are described the traditional methods and new trends. I characterize which conditions for creative activities should comply with the creative individual. Next I describe the creative methods, which are currently used in developing communication strategies and originative techniques leading to some idea or the solution of an assignment. In the practical part I check the selected techniques. By using an interview I probe the real state of the implementation of creativity to marketing communication. Furthermore I try to find out what is important for the consumers; to what they pay attention and what could be their reaction to the advertising messages.
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Marketing communication analysis of brand Activia in Czech Republic
Horká, Sabina ; Procházka, Jan (advisor) ; Štědroň, Bohumír (referee)
The thesis deals with marketing communication of brand Activia in Czech Rebublic which we can find in product portfolio of company Danone Inc. Danone Inc is part of Groupe Danone -- one of the biggest world's food concern. The objectives of this thesis are marketing communication analysis and its evaluation. On the basis of performed analysis, possible changes are proposed leading to maximal usage of this marketing instrument.
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Celebrities in Marketing Communication
Adamová, Tereza ; Lhotáková, Markéta (advisor) ; Laschoberová, Libuše (referee)
The diploma thesis deals with marketing communication that employs celebrities. It is a way how to get the attention of consumers. Theoretical part shows the major steps in developing effective marketing communication. It is followed by main questions which are connected with the use of celebrities in marketing communication ( who is celebrity and how they influence us, history of use of celebrities, ways of using celebrities in marketing communication, threads connected with celebrities). Practical part presents the results of original survey dealing with overshadowing of brands by celebrities and difference in attitude of men, women and different age groups to the use of celebrities in marketing communication.
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Marketing communication within Abbott Laboratories Ltd. division of Abbott Diabetes Care
Iblová, Mirka ; Procházka, Jan (advisor) ; Holbová Melíšková, Iveta (referee)
This dissertation discusses the analysis of marketing communication within Abbott Laboratories Ltd. division of Abbott Diabetes Care, which carry business within the market of pharmaceutical industry. Prior to the analysis, the focus is on the theoretical part of the traditional components of the communication mix. In the practical part, the theoretical knowledge is then applied to the chosen example of the company. On the basis of performed analysis, recommendations are proposed in order to optimize the communication mix.
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Progress and specifics of communications mix in the banking market in Czech Republic
Veselík, Marek ; Karlíček, Miroslav (advisor) ; Jenčušová, Michala (referee)
The main objective of my diploma thesis is on the basis of the analysis and comparison of advertising campaigns of selected banks to find answer for questions, how people perceive the bank advertisement, what character have bank advertisement, what target groups the banks in advertising messages to achieve, what media they use, how high sums they spend for purchase of media space by year, how these advertising campaigns show in profits of banks and to propose the banks new possibilities of communication, which they can direct the current and potential clients.
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Marketing communication and publication of the new book on the book market
Vášková, Kateřina ; Zamazalová, Marcela (advisor) ; Vávra, Oldřich (referee)
The objective of the Diploma thesis is monitoring of promotional activities of the publishing house Maxdorf, made in context of publication of the book "Slovník nespisovné češtiny". The work focuses on distribution of the book to the partner net of bookstores in the Czech Republic and on activities supporting of the sell. The results of promotion will be compared with costs spent on the promotion and also with revenue from sold prints. In the conclusion, possible occasions and threats that can affect sell and promotion of the "Slovník nespisovné češtiny" will be described.
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The advertising campaign of Kofola
Kubovčíková, Veronika ; Horová, Olga (advisor) ; Engel, Filip (referee)
This thesis is about advertising campaing of Kofola. It answers the questions: Who is the consumer of Kofola and who isn't? Do people like the advertising campaings of Kofola? Do consumers and non-consumers know the advertising campaings of Kofola? Do people buy the product Kofola thanks to the advertising campaings? All findings are deduced from the questionary survey.
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Analysis of the communication mix of the Memos Software s.r.o. company
Pikartová, Ivana ; Zamazalová, Marcela (advisor) ; Kudláček, Petr (referee)
The thesis is focused on the analysis of the communication mix of Memos Software s.r.o. company which develops the custom software. Before the main analysis the theoretical part takes place in which the traditional components of the communication mix are explained. After that the attention is oriented on the communication mix which is done through the internet. In the practical part the analyzed company is introduced and after that the contemporary status of its communication mix is being described. Based on the analysis in the end of this thesis the recommendations are given with the aim to retrieve the imperfections and to optimize the communication mix of this company.
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Marketing communication of the travel agency KOVOTOUR PLUS
Maruniaková, Magda ; Valentová, Jana (advisor) ; Dragula, Ladislav (referee)
This thesis provides a complex look on the issue of marketing and marketing communication in the tourism sector. The main objectives of the thesis are to apply the findings from the theoretical part to analyse the marketing communication of the travel agency Kovotour Plus and to evaluate its efficiency on the basis of my own questionnaire investigation. The thesis is divided into theoretical and practical part. The theoretical part is dedicated to analysis of the basic theoretical points of marketing and marketing communication in the tourism sector and the assumptions of its efficiency. Those findings are applied on the travel agency Kovotour Plus in the practical part. In the practical part there is also the evaluation of the questionnaire investigation.
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