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Marketing strategies of international companies
Čapková, Halka ; Přikrylová, Jana (advisor) ; Zamykalová, Miroslava (referee) ; Lošťáková, Hana (referee) ; Svobodová, Šárka (referee)
I focused my dissertation on the marketing strategies used by Czech subsidiaries of international pharmaceutical firms. There were two main aims of my dissertation. Firstly, to characterize the nature of the pharmaceutical industry, differentiate it clearly from consumer goods industries and identify how these differences influence the marketing strategy used. To reach this goal I used desk research. Secondly, I carried out primary research among 46 large international pharmaceutical firms that run subsidiaries in the Czech Republic. The main aims were to find out what marketing strategy they use (global, modified global, regional, local, or a combination of these), how and where it is created, how it is financed, whether they prefer the promotion of the company name or of individual brands and what communication channels they use.
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Promotion of the Elizabeth spa
Zelenková, Petra ; Bártová, Hilda (advisor) ; Vávra, Oldřich (referee)
Elizabeth Bath Inc. is one of the biggest spa facilities in the Czech Republic. The target of the graduation theses is the analyses, evaluation and proposal of reformative arrangements in connection with the marketing of Elizabeth Bath, especially with the focus on communication in marketing. Within the instrument of the marketing mix is the detailed focus orientated on advertising and its importance for the Elizabeth Bath. The end of the graduation theses is composed of a chapter related to the advertising of the Elizabeth Bath including the company's marketing plan and the medial plan for the year 2011. There is a possibility to meet with the new products, prepared events or the communication resources of the company in the year 2011.
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Misleading advertising and FMCG
Teprtová, Irena ; Boháček, Martin (advisor) ; Postler, Milan (referee)
The theoretical part is divided into four chapters. The first chapter deals with competition, the second chapter is about Czech law advertising regulation and about Community law. The third chapter describes misleading advertising and the fourth chapter deals with FMCG. The practical part analyzes current ads. The first chapter describes the method of analysis. The second chapter deals with use of misleading and the third chapter analyzes misuse of truthful information in advertising. The last chapter focuses on the advertising hyperbole.
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Advertisement through the scope of Czech tax law
Králová, Štěpánka ; Marková, Hana (advisor) ; Boháček, Martin (referee)
Various tax impacts of advertising are analysed in the thesis. Advertising is perceived as an instrument serving the purposes of searching customers and supporting sales, and it may subsist in many particular forms. The tax deductibility of adverisement costs for the determination of income tax base are analysed, and consequently the tax implications of various advertising forms are introduced from both of the income tax and VAT view. From the tax point of view, the differentiation between the advertising and entertainment is important. Cost-free provision of promotional items forms a special exception. Furthermore, the gifts are diversified from the sponzoring and also the tax impact on the side of the recipient is mentioned. A special attention is paid to tax impacts of advertising through the means of promotional samples and tasting, price reductions and fidelity schemes. Also the legislation limitation of the marketing competitions are analysed. The respective theme is also influenced by the EU-harmonisation of advertising and tax areas, from which the possible progress in this field may be deducted.
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Propagation- analysis of medi reach
Tošnarová, Kristýna ; Bártová, Hilda (advisor) ; Matěnová, Alena (referee)
The aim of the dissertation on the theme "Analysis of the marketing communication of VF Czech company" is the evaluation of communication activities of the company VF Czech which is the distributor of Lee and Wrangler brands clothes in Czech Republic. Part of the dissertation is also description of particular marketing campaigns and theirs impact on retail sales and finding possible corrective measures. I evaluate the communication mix of VF Czech on the basis of comparison with its largest competitor, the Levi Strauss Prague company.
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Advertising vs Public Relations Throughout the Economic Crisis
Bodnár, Marcel ; Postler, Milan (advisor) ; Frýdl, Martin (referee)
In my diploma thesis I inquire into mutual comparison of the two of the main communication industries in a marketing mix -- advertising and public relations. I also look deeper into how much the recent global economic crisis of 2009 -- 2010 has an impact on a development of those two industries in the Czech Republic. I am try to describe their common and different attributes, their possibilities in the communication mix, as well as I try to estimate a future development of both of the industries, based on a theoretical background and questionnaire research amongst advertising, PR and marketing professionals.
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Promotional mix and marketing communication effectiveness of the company Aviva životní pojišťovna, a.s.
Kocián, Petr ; Křížek, Miroslav (advisor) ; Kešner, Martin (referee)
Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.
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Advertisement Market in Bulgaria and legal regulation
Tzvetanova, Neli ; Boháček, Martin (advisor) ; Winter, Filip (referee)
The aim of this thesis is to present Bulgarian advertisement market from several different perspectives. You can see the development of advertisement from the beginning until 2010 in Bulgaria. There is a comparison of expenditures on advertisement with Czech advertisement market. When we are talking about advertisement, it is important to mention cultural differences. The biggest part of my thesis consists of legal and ethical regulation, when you can see the main differences in compare to Czech republic. The end of thesis belongs to Advertising self-regulation, which is represented by National Council for Self-Regulation in Bulgaria and Rada pro reklamu in Czech republic.
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