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Analysis of selected advertising campaign in the category of socio-environmental communication
Hokrová, Lucie ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
This thesis focuses on the analysis of advertising campaign in the category of socio-ecological communication. Advertising is a phenomenon of these days. It is part of everybody's everyday life. It is all around us. This thesis informs readers about the terms of marketing communications, business communications, and forms of commercial communications of which advertising is just one form. In this work the outdoors or outdoor advertising is analyzed in detail, as the most varied form of advertising ever. The third chapter is devoted to the ethical code of advertising which is issued by the Council for promotion in order to regulate advertising. The next chapter deals with issues of social advertising, its importance and specifics. The conclusion of this thesis is focused on the analysis of the advertising campaign "You live because your parents wanted you." This chapter describes the actual campaign, its submitter, refers to the attitude of the Council for promotion towards the campaign and provides information on the conducted research and its results.
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Application of Google Analytics in a company
Founě, Michal ; Sedláček, Jiří (advisor) ; Slaba, Jiří (referee)
The aim of this bachelor thesis is to present the features of the hosted web analytics solution Google Analytics when measuring web traffic on an e-commerce website as well as creating and optimizing an on-line advertising campaign. This thesis was written in cooperation with a non-profit organization which is running an e-commerce website for selling products made by disabled people.
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The application of IT for analysis of outdoor advertising effects
Jeníčková, Tereza ; Horný, Stanislav (advisor) ; Krsek, Libor (referee)
This thesis deals with use of Information technology for analysis of exposure to advertising communications, focusing on outdoor advertising.In the theoretical part is a brief outline of the beginnings and development of advertising, its effects on people, whether it can change their consumption behaviour, its position in the modern world and the way new technology along with psychology can be used for its analysis. The second part gives insight in the practical research of effects of outdoor advertising on people. There is an approach of Eye Camera technology in praxis, preparation for research, problems solved in its course. Data obtained are both verbally and graphically interpreted.
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Effectiveness analysis of direct selling product's advertising campaign
Pulščaková, Kateřina ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
Every company and particular seller have to learn how to succeed in the market -- how to bind client of long standing to repeated purchase. One of the product placement techniques, which leads goods from the manufacturer directly to the end consumer is direct sale. For the direct selling product promotion is except seller's personal impingement on customers also important effective advertising campaign. Its aim is to hold interest, address and provoke potential consumer into buying concrete product. This thesis analyses effectiveness of advertising campaign from different points of view. It is focusing especially on various advertisement tools, their positives and negatives. This thesis deals with analysis and evaluation of concrete launching advertising campaign of the product from Swedish cosmetic company Oriflame, which is one of the leader companies in direct sale.
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Factor of originality in advertising
Ešner, Rudolf ; Černá, Jitka (advisor) ; Pešek, Ondřej (referee)
The bachelor thesis deals with exploitation of original attitudes in advertising. The thesis solves answers, what role plays the factor of originality in advertising, when and why firms use that factor, how creators work with it, how consumers perceive the factor and what other elements it generally contains. The bachelor thesis qualifies relationship of advertising and originality, describes and probes practical situations, when originality in advertising can be used as a serious competitive advantage.
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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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Reklamní kampaň společnosti Telefónica O2
Zavázalová, Kateřina ; Bursíková, Marcela (advisor) ; Vyhlídalová, Jana (referee)
Bakalářská práce analyzuje průběh přípravy reklamní kampaně společnosti Telefónica O2 a poskytuje náměty a doporučení zaměstnancům oddělení marketingové komunikace, vedoucí ke zefektivnění jejich práce. Teoretická část obsahuje doporučené postupy literaturou a praktická část ověřuje, jak to v praxi opravdu funguje. Navíc práce testuje hypotézu, že pouhá změna kreativního zpracování reklamy, bez zesílené intenzity reklamy, má přímý vliv na prodejní výsledky a vnímání nabídky zákazníky.
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Reklamní kampaně společnosti "Mountfield" ve vybraných letech.
Kněžínková, Eva ; Zamazalová, Marcela (advisor) ; Dušková, Dagmar (referee)
Bakalářská práce se primárně zaměřuje na výzkum vnímání reklamy společnosti Mountfield mezi lidmi ve třech věkových skupinách (18-30 let; 31?55 let; 56 a více let). Výzkum probíhal mezi lidmi těchto třech věkových kategorií pomocí dotazování písemnou a elektronickou formou. Důležitým záměrem práce je zhodnotit vývoj a vypozorovat možnou změnu reklamní strategie společnosti ve třech vybraných letech. Pro tento účel byly vybrány roky 1997; 2002 a 2007.
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Suggestion of a strategy of a small and medium sized company in the area of consumer electronics
Švancara, Miroslav ; Šlechtová, Jitka (advisor) ; Bečvář, Martin (referee)
In the theoretical part, small and medium sized companies are described. In the analytical part, K+B Expert company was introduced by the author, as well as its competition. K+B Expert focuses on consumer electronics. It has 19 stores in the Czech republic -- it was a decision based on the strategic plan to expand its activities in the consumer electronics market in the horizontal network. The author chose Carlsbad region according to the situational analysis. A brand new store was to be created there, so all investment steps needed to be taken to set up a plain store, that needed to be supplied with all the necessary stock into the prepared racks and shelves. A marketing campaign followed together with the opening of the new store. K+B Expert used the marketing concept of its mother company network -- Expert CR. The marketing experts analyzed the effectiveness of several marketing tools. Leaflet was chosen as the most effective, since 55% of the survey respondents stated leaflet was the most effective in discovering that a new electronics store is to be opened. There were also advertisements on radio, on billboards and in newspapers. The cost of this marketing campaign exceeded the plan (the real cost was 836,500 CZK), it attracted more visitors than expected (a total of 8.560 visitors were attracted by the campaign). This has also impacted the sales, as the revenues were 9% higher than expected (totaled 4.36M CZK). Overall, the opening of the new store was a success and K+B Expert, s.r.o. can now look for a new region to expand with their activities.
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