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Shockvertising and its development in marketing communication
Havlová, Laura ; Klimeš, David (advisor) ; Hejlová, Denisa (referee)
With the Internet, mobile devices and other technological innovations, advertisements have an easy way to the customers. On the other hand, all these channels and opportunities to communicate make it harder for the ads to actually affect the public. Therefore, the advertisers and creative agencies have to use more aggressive and unusual techniques to catch the people's attention. One form that wants to differentiate itself from the other ads is shockvertising, ads using shock appeal to communicate. And this type of advertising is the topic of this bachelor thesis. The aim is to find out how Czech creative workers view the use of shockvertising. Despite the fact that ads with shock appeal are no exceptions, not many professional publications focus on them as their core topic. Authors often include them into the social advertising or state them just as one of the types of creative advertising. This thesis wants to change this and concentrate purely on the shockvertising. To do this, the theoretical basis is a necessary part of the thesis. The second part is a research on shockvertising, done by ten interviews with Czech creative workers.
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Online communication of start-ups: Case study Designeros
Ulmanová, Zuzana ; Máchová, Eva (advisor) ; Klimeš, David (referee)
The thesis deals with online communication and case study of a start-up Designeros. It is an online gallery of design products. Designeros owns a number of significant community pages. The first part describes the term start-up and its history. Moreover there are examples of successful start-ups both from czech and global market. The author describes their contribution to community as well as communication channels used by Designeros for marketing purposes. Second part describes company and its founders, foundation and development as well as its situation on the market. This part also includes quantitative analysis of used communication channels. For this purpose author uses free analysis tools and results examine critically. Findings from analysis are used during creating recommendations for future communication activities. Their main purpose is to improve existing communication of Designeros and help to spread brand awareness.
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Language humour as an instrument of marketing communication of T-Mobile company in the Czech Republic in years 2012-2014
Žížala, Jan ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
This Bachelor Thesis studies the topic of using situational and particularly the language humour in marketing communication, specifically of T-Mobile company in the years of 2012- 2013. The T-Mobile advertising campaign has gained a great success and popularity among both general and professional public, moreover has become a model example that is being copied by others. The aim of this Bachelor Thesis is to present and to analyse the key success factors of the campaign with emphasis on the analysis of the used language humour. The Introduction aims to present the topic; the Subject is divided into two parts. First part studies the history of language humour in the Czech advertising and points to the importance of Martin Jaroš, the author of a turning-point marketing concept of T-Mobile company, for Czech advertising. The second part consists of a description and analysis of both language humour and results of the T-Mobile campaigns. The second part further consists of a comparison with the advertising competitors during a given period, and its potential influence to their campaigns; of analysis of other mobile operators success within social networking sites. The Conclusion discusses the future and the essence of using the language humour in marketing communication.
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Comparison of Marketing Communication of TV shows Czechoslovakia's Got Talent and Talentmania
Šnýdr, Martin ; Klabíková Rábová, Tereza (advisor) ; Klimeš, David (referee)
This thesis, called 'A Comparison of the Marketing Communication for the Česko Slovensko má talent and Talentmania TV Shows', pursues the objective of describing, in the theoretical section, the changes that influence the current situation on local and foreign media markets, formulating the key features of media companies', in particular television broadcasters', marketing communication and describing the tools used for this communication. The practical section of this bachelor's thesis analyzes the content of and compares the marketing campaigns for two specific TV shows, Česko Slovensko má talent and Talentmania, aired by the commercial television stations Prima and Nova in the fall of 2010. Marketing communications for each of these shows are compared on the basis of publicly available media outputs (reports in periodicals across the range of media, interviews with representatives of the managements, analyses of ratings, and advertising), the broadcasters' official materials (official promotional materials, press releases, statements, TV trailers, promotional photographs), interviews with representatives of the TV stations, and in- house materials provided by the marketing departments of the TV stations. The conclusion of the thesis summarizes the key findings about marketing communication in...
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Scouting in Czech Republic: brand perception research in 2015
Ambrozek, Jakub ; Klimeš, David (advisor) ; Shavit, Anna (referee)
The thesis Brand perception research on scouting in Czech Republic in 2015 aims to gather all available information about Czech scout organization Junák - český skaut, about the brand management instruments used by this organization and mostly about the public perception of the brand of this organization for which data from a professionally conducted brand research will be used. The first part defines areas of marketing theory that are relevant for the thesis. The second part is focused on the organization Junák, its ideological foundations, history, organizational structure and membership base. This part also offers a summary of previously conducted researches and their outputs. The third part focuses on a research made for the organization by Ipsos research organization this spring, confronts the acquired data with previous findings and answers chosen research questions. Generalized conclusions can thereafter serve as recommendations for the Junák's future brand management.
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Sustainability as a new way of media presentation of multinational companies in the Czech republic
Krajčík, Pavel ; Dolanský, Pavel (advisor) ; Klimeš, David (referee)
The thesis examines the topic of sustainable development and its media interpretation when talking about privately owned companies, especially multinationals. The theoretical part creates a framework to understand the topic of sustainability and its development related to companies and it aims to uncover the reasons why the companies incorporate sustainability into their strategies. At the same time, up to date media research in the field of sustainable development, theory of agenda setting, company marketing and a relationship of PR workers with journalists is examined. The research was conducted on the Czech newspapers MF DNES, Právo, Hospodářské noviny, Lidové noviny and E15 within one calendar year. The practical part uses quantitative analysis to describe the basic features of selected articles and answers questions of which companies use sustainability for promotion or which companies are connected to it, what the main subject of articles is or who the main actors are. Qualitative analysis using the method of grounded theory helps us to create the overall media image.
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The penetration of entertainment into the news paradigm, its reflection and influence on the public sphere
Klimeš, David ; Jirák, Jan (advisor) ; Štoll, Martin (referee) ; Trampota, Tomáš (referee)
The aim of my work is to describe the penetration of entertainment into the news and the normative reflection of this phenomenon. In the first chapter I conceptualize the phenomenon and discuss the basic literature on the topic. In the subsection I present my concept of the relationship between infotainment and other media concepts from the most general to specific ones such as infotainment. Further, I describe the Czech normative reflection on three different levels: the theoretical debate, the professional debate within political discourse (in which I also include the activity of regulatory authorities), and the debate within journalistic discourse. In the second chapter I show methodological attempts at coping with the penetration of entertainment and I suggest a methodological approach for my own research. In the third chapter I describe historically the onset of the news paradigm in the Czech media landscape, the penetration of entertaining elements into it, and the increased interpretive power of journalists in the commercialized infotainment news. After the description of the Czech normative reflection of this phenomenon and the presentation of the research, I propose a new approach to examine the fusion of entertainment and news.
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Digital Marketing Strategies - Combination of Digital Media Channels
Turazová, Barbora ; Klimeš, David (advisor) ; Huněk, Filip (referee)
The diploma thesis "Digital Marketing Strategies - Combination of Digital Media Channels" examines how the three telecom operators dominating the Czech market - T-Mobile Czech Republic, O2 Czech Republic and Vodafone Czech Republic - use the digital media channels within the communication with the customers. More specifically, it identifies and describes which channels do the companies involve into their marketing communication, how do they use them and why they have integrated them into the communication strategy. It also examines how the companies interconnect these digital media channels and how the channels can be combined to form an effective digital media strategy. By using the method of case study the companies ' digital marketing activities were examined. It was found that each company uses for its marketing communication the similar set of digital media channels, but the usage is different across the companies studied. Based on these findings I have identified three specific strategies - Diversified Content Strategy, Interactive Channel Strategy and Standardized Content Strategy. Each of the strategies has its advantages and disadvantages, which have been described and the strategies were compared. The findings also indicate that it is better to study the digital media channels as a whole,...
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Transfer and interpretation. Expatriation of Czechoslovak citizens of German birth 1945-1947 and its accounts in daily newspaper
Klimeš, David ; Bednařík, Petr (referee) ; Kubů, Eduard (advisor)
The aim of my thesis is to analyze the transfer of the Gennan people as covered by the daily press, which was both partisian and officially considered not to be under the influence of the political parties. Among such newspapers were Právo lidu, Svobodné Slovo, Rudé právo, Lidová demokracie, Svobodné noviny, Práce, Zemědělsé noviny, Svobodné československo (Obrana lidu), Mladá fronta and Národní osvobození. In fact, most of these "independent" newspapers were under control of the Communist Party. Resettlement of the Germans was one of the most important issues discussed by the Czech cabinet after the W orld War II. The transfer of the Gennans was obviousl y a genuine wish of the maj ority of the Czech people. However, following the first revolutionary months, a variety of opinions was being expressed on this issue. The Communists wanted to use the resettlement as a political instrument. Naturally, they were in favor of a total transfer of the Germans. On the other hand, other political powers expressed more moderate views, such as the catholic People's Party. The debate was broadly covered by the newspapaers. The media offered greater variety of perspective. There was a strong censorship by the establishment as well as by the journalists themselves, and no one dared to stand against the Košický program...
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