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Marketing of art and mainstream films and differences in their perception and promotion in Europe and USA.
Kozak, Ivanna ; Mikeš, Jiří (advisor) ; Postler, Milan (referee)
Film marketing is gaining new features every day and is underlying a dynamic development. This work is devoted to two categories of films - art house and mainstream films in European and American markets. Film is a very complex and unique product and therefore requires specific distribution and communication strategies. This thesis analyses the differences in marketing and promotion between art house and mainstream films. The aim of this paper is to explore contemporary means of marketing art house and mainstream films as well as the differences in the perception of these film categories by the viewers. The theoretical part is devoted to set light upon the differences in expectations of the viewer and the various marketing strategies with regard to these film categories. The practical part is dedicated to the analysis of the qualitative research, which was carried out for the purposes of this thesis. The research is based on personal interviews as well as on a questionnaire survey. The conclusion resulting from this research is applied on the hypotheses stated in the beginning of the thesis and discusses the advantages and disadvantages of different marketing tools used by these two film categories as well as their anticipated future development.
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Designblok 2011 and its attendees
Vostalová, Zuzana ; Černá, Jitka (advisor) ; Vávra, Oldřich (referee)
The thesis focus on detection of motivation and satisfaction of visitors and exhibitors of annual design fair Designblok 2011 in Prague. Its creation proceeded in cooperation with main organizers and the results aimed to be usable in practice while planning and organizing of forthcoming years. One part of it deals with visitor's research executed by personal questioning whose results were analyzed in statistic software IBM SPSS Statistics. Satisfaction and motivation of exhibitors in another section was detected by means of half-structured interviews. While analyzing all the findings the maximal applicability in real life of Designblok and future usability was emphasized. The conclusion includes summary and review of all the recommendations connected to partial research results.
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Participation at exhibitions and fairs as a factor in brand building
Andronic, Valerie ; Halík, Jaroslav (advisor) ; Kuzmitskaja, Maria (referee)
Moldova is known for its wines, which enjoy great popularity not only in its own country, but in all CIS countries too. The wine trade is the heart of the Moldovian economy and the main export article of the country. That is why I have decided to write about wines and focus on exhibitions and fairs. Exhibitions and fairs are, in my opinion, a quite neglected item in comparison with traditional methods of propagation - advertising, PR, sponsorship, etc. My diploma work among other things will help to eliminate this gap. The main objective of my work is the analysis of the wine trade fair ExpoVin Moldova, followed by recommendations to improve the activities of the event. The central hypothesis of my work will be the following assertion: ExpoVin Moldova provides absolutely excellent opportunity for collaboration for producer of wines, government and retailers of wine. Therefore, I will try either to confirm or reject this hypothesis.
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A usage of cultural facilities in tourism development on case of selected museums in Třeboň
MACHOVÁ, Eliška
Trebon is famous not only for the spa, a rich cultural life and many sights, but also fish farming and pond system that consists of numerous lakes and other water bodies. Every year there are many exhibitions, festivals, theatrical performances and much more. Trebon is a state dominated by the castle, but for visitors, the town offers many more attractions. The landscape around Trebon calls for various types of sporting activities and through the presence of many lakes for water sports. Can not forget the beautiful countryside of Trebon, who became a protected area. Due to these factors, Trebon has great potential for tourism and its further development. This thesis has set three goals. The first goal is the task of analyzing supply and demand of tourism in the town of Trebon. The second objective is the investigation of motivation, expectations and images of selected cultural activities to supplement the product mix for the selected segments of visitors. The third objective is to devise ways of communication and cooperation in cultural and tourism sectors in the town of Trebon. The thesis begins with a theoretical part, which serves as a basis for understanding the important concepts and other relationships. There were also more characteristic of the area in question. Most of the information provided Třeboňsko situational analysis, which were defined in the most important elements needed for tourism. Information obtained from the situational analysis and survey were then used for SWOT analysis. The conclusion of the thesis deals with proposals for new products in Trebon and proposals for improving communication and cooperation between cultural institutions and organizations engaged in tourism.
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Behaviour of ultimate consumer in the market
ŠVEJDOVÁ, Monika
My final work is focused on behaviour of ultimate consumers in the market. The aim of my thesis was making research of behaviour of consumers in the market and analysis of offer of services for select company. For my Bachelor thesis I chose a company Výstaviště České Budějovice a. s. and its exhibition Země živitelka. Due to study of technical literature I noticed structure of consumers, described behaviour of ultimate consumer and factors that touch the consumers. I made research of behaviour of consumers in the market. The research was realized on the exhibition Země živitelka in the form of interview with visitors. On the basis of acquired data I evaluated questionnaires and assessed behaviour of ultimate consumers in the market. Also I made analysis of offer of services for select company. The result of my research is detection that there are many factors which touch the consumers. Behaviour of consumers depends on a type of exhibition, attendant program on the exhibition and offer of exhibitors.
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The exhibition project
Čiháková, Hana ; Švecová, Lenka (advisor) ; Tyslová, Irena (referee)
This bachelor's thesis discusses the exhibition of works of art. It deals with activities that are within the competence of the organizer of such events. In the theoretical part the general principles and phases of the project are described. These are then itemized in the activities that preceded the exhibition and provide an overview of wals, which can be solved. This work deals with the role of artistic manager, including his collaboration with individual cells project, issues of financing promotion and selecting the area for the exhibition. Aspects of the theoretical part are applied in practical part of a project-specific exhibition of photographic works.
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Project pProject preparation and implementation of the opening of the exhibition
Kožnerová, Petra ; Švecová, Lenka (advisor) ; Heřmanová, Eva (referee)
This bachelor's thesis deals with preparation and implementation of preview to an exhibition. The theoretical part deals with individual periods, which form the preparation. There is mentioned the general characteristic of a project, it's possible risks and factors of success. In the practical part, there are applied the theoretical knowledge and procedures needed for implementation to a particular preview to an exhibition, which was realized in Zámecká galerie in Kladno.
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Project management in culture: the international exhibition
Hořejší, Anna ; Švecová, Lenka (advisor) ; Knobloch, Iva (referee)
The topic of the thesis is project management in the cultural organizations. The general levels of this topic are desribed in the theoretical part. This part analysis the sphere of the contemporary Czech cultural institutions, their cooperation and their position between the traditional roles and the modern management. Specific aspects of the project management for the exhibition project are also described. The aim of the analytical part is to describe and analyse the concrete project of the exhibition "Tschechische Fotografie des 20. Jahrhunderts" (Czech Photography of 20th Century) in Bonn (organised in the international cooperation of two different cultural organizations), to analyse the project processes, strenghts and risks and to give some recommendations to the project. The key topic for all these aspects is the coordination or synchronisation of the organizators and the positive aspects and complications of this cooperation.
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