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CSR activities of the Prague Public Transport Company in 2008-2011
Miškovská, Kristýna ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
The main goal of this project is to describe social responsibility of Prague Public Transport Company within the specified period. The concept of CSR is set in a broader context in the introduction. The term CSR is defined according to the different approaches in relation to current debates about a single definition. Further, the project presents social responsibility in the field of public transport. Each company's campaign is compared with theoretical approaches in order to assess the overall tone of socially responsible business. At the end the project pays attention to corporate communication and culture.
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The identity construction of teenage girls in internet media and magazines
Nováková, Petra ; Klabíková Rábová, Tereza (advisor) ; Baslarová, Iva (referee)
Diploma thesis "The Identity Construction of Teenage Girls in Internet Media and Magazines" deals with media texts which are being addressed to teenage girls; with a special attention to three significant media types of this area of concern. These are represented by the magazine Bravo Girl!, the blog dominikamyslivcova.cz and the website jenproholky.cz. The aim of the thesis is to describe and analyze these texts in detail; e.g. in the areas which are characteristic for them and could represent an element of high importance in the process of constructing the living reality of their recipients. The thesis also assumes how media could participate on their identity construction; their recognized values, opinions, thinking and lifestyle. Not only the thesis is concerned with the production of these specific texts and their features, it also focuses on the character of the interaction these media initiate towards the audience. It also tends to describe the receptive process the members of audience perform and how they react back, towards the media. To fulfill this goal, the pragmalinguistic analysis of the language features and communication strategies was used. Also the semiotic analysis was chosen, to the description of the structures of meaning, myths and ideologies within the texts. As a conclusion,...
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Marketing communication of the brand Brit in the years 2010-2011
Veselská, Tereza ; Obluk, Ondřej (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Marketing Communication British brand in 2010 - 2011" describes the marketing communication of the brand Brit. Brit produces the premium " Brit Pemium" and the super premium "Brit Care" food for dogs and cats on the Czech market within the last two years. The work includes basic information about the company Vafo that owns the Brit, deals with the identity and the image of the brand Brit, its market positioning and the competing products and brands (Proplan, Eukanuba, Royal Canin and Hill's). The second chapter of the thesis is devoted to the marketing communications, which also includes the description of the brand marketing mix. The third chapter focuses on the communication mix, describes the print ads, online communication (Web sites and Facebook), sales promotion (contests, monthly events), trade fairs, exhibitions and PR activities (sponsorship, donations, publicity, media relations, events and the corporate identity materials) of the brand Brit. The Brit's communication activities and the competitor's communication activities (namely Hill's and Pedigree) are compared in the 4th part. The final part of the thesis evaluates the current brand communication and suggests possible future communication activities. The descriptive method is used for the analysis carried out in the thesis.
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Marketing Communication of Strašnické divadlo during 2005 up to 2011
Baláková, Zuzana ; Wolák, Radim (advisor) ; Klabíková Rábová, Tereza (referee)
Diploma thesis "Marketing Communication of Strašnické divadlo during 2005 up to 2011" are focused on theatre marketing. Main terms are marketing, art marketing and cultural policy. Strašnické divadlo has a stirred history. It was founded in 1961. There were very famous and flourishing periods and also the bad ones. Contemporaneousness of theatre is linked to civil association Divadlo Company.cz which have conducted the theatre since 2004. This association built here the unique repertoir scene for 110 000 inhabitants of Praha 10 district. Current position of theatre is related to brand relaunch by which theatre passed in recent years. Thesis deal with explaining of basic marketing terms, its particular differences in non- profit sphere and its aplication at the example of Strašnické divadlo. Main sources are public municipal document, sites, annual reports of a Strašnické divadlo and promo materials. Part of the work is also a circumscription of typology of theatres and description of cultural policy transformation in Prague during the years 2005-2011.
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Sexuality in advertisements in women's magazines in Czech republic 2009-2011
Karpova, Tatiana ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Sexuality in advertisements in women's magazines in the Czech Republic in 2009-2011"describes issues of sexuality in print advertisement in women's lifestyle magazines Elle, Cosmopolitan and Marianne. The thesis is divided into theoretical and analytical part. The theoretical part gives the definition of the sexuality in advertisement and presents its classification, explains the concept in framework of the social constructionism theory of Peter L. Berger and Thomas Luckmann and also deals with ethical issues of sexuality in advertising, its current condition and effectiveness of use of sexuality in advertisement. The research strives to answer the questions about the way the sexuality is presented in advertising and how frequently it is used in it. Selected printed advertisements are the subjects to the descriptive analysis, which is used to define the character of sexual behavior and the type of a sexual presentation of women, which appear in advertisements most often. This thesis reflects the concept of sexuality in advertisement both in terms of marketing and in the broader socio-cultural context.
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From function to the device - communication mix of the advertising compaign Generali (semiotic analysis)
Pajerová, Hedvika ; Šoltys, Otakar (advisor) ; Klabíková Rábová, Tereza (referee)
This thesis deals with the advertising campaign of Generali, which was never putted into practise. The campaign was created for insurance group Generali as an essay in school subject called 3MG321 Marketing Communications, that was teached in spring semester 2011 at the University of Economics in Prague. Campaigns authors are Jan Klusoň, Filip Mikschik, Hedvika Pajerová and Petra Pištěková. The new communication strategy proposed communication mix including TV, radio, internet, outdoor, indoor, print and direct mail. The practical part of this thesis examines the form of this campaign in that media and interprets them from a semiotic perspective. The analysis emphasis on the colours red and white and also on the character of a lion. These colours and the symbol are used by the Generali insurance company since its inception and are part of its logo also. The practical part is based on theoretical grounds, which include the interpretation of the character of the lion from biological, mythological, heraldic and dreamlike aspects. The theoretical part also describes the history of Generali logo, a lion character and use of colours in it, as well as a description of the occurrence of a lion character in the Czech media landscape demonstrated on the example of the Český lev. Without this demonstration...
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Comparasion of Marketing Communications of Tour Operator Trip and Tour Operator Kudrna
Růžičková, Anna ; Dolanská, Nora (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Comparison of marketing communications of tour operator Trip and tour operator Kudrna" describes and analyses marketing activities and tools employed by two tour operators: Trip and Kudrna. The focus of this thesis is the comparison of marketing communications of both subjects. Compared elements are demonstrated through the marketing mix, communication mix, SWOT analysis and corporate identity. The key communication tools analyzed in this work are online presentations and printed catalogues of the tour operators. The focal point of this work is marketing communication, which is based on the entire character of organizations and is linked to their history, products, services, corporate culture, etc. In order to improve the analysis of the subject, the work covers each of the areas individually.
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Analysis of Communication Activities of International Festival Prague Proms in the Year 2011
Havelková, Alžběta ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
2 Abstract The bachelor thesis "Analysis of Communication Activities of International Music Festival Prague Proms in the Year 2011" deals with marketing communication of International Music Festival Prague Proms, which was specifically used in the year 2011. The thesis decribes the festival from the perspective of its organisational structure and characteristic of main activities. On these basics analyses the work, by using a descriptive method, means of communication used in the year stated. It strives to illustrate if, and how much the cultural organisation keeps on techniques and strategies of marketing communiaction in connection with specific principles of art marketing. Particular communication techniques are compared and analyzed on their appropriateness for cultural organisation. Currently, when an interest in classical music declines, such cultural organisation as this have to fight for its customers and using of well-chosen marketing techniques is essential. The work deals with all aspects of the organisation that affect activities of communication mix used. An emphasis is put on its own history, core, product structure and background of the organisation. In the second part the work describes particular communication activities and compared them with general principles of art marketing and...
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Marketing Communication of The Brno House of Arts in 2007-2011
Jelínková, Adéla ; Dolanský, Pavel (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis aims to analyze the marketing communication of the Brno House of Arts from 2007 to 2011. The Brno House of Arts is one of the most important cultural institutions in Moravian region but the number of visitors decreases from year to year. The hypothesis is that underdeveloped communication strategy of the institution contributes to this unfavourable situation. One chapter is dedicated to the analysis of communication strategies of the closest gallery's competitors - Moravian Gallery and Wannieck Gallery. The core of the work is in the detailed description of the institution's communication mix with focus on its visual identity created in 2008. Evaluation of the gallery's marketing activities is based on adequate academic writing. Wide variety of relating pictures can be found in the appendix. Research conducted by the author explores knowledge and image of the Brno House of Arts in the public. The thesis is concluded with the summary of the communication activities of the institution and strives to answer whether they support its mission and vision positioning the gallery among prestigious European galleries.
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Marketing strategies of luxury fashion brands for kids - comparation of the brands D&G Junior and John Galliano Kids in the period of 2010-2011
Šeflová, Tereza ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
In this bachelor thesis I am trying to describe how marketing strategies of luxury fashion brands for kids are formed. I attempt to find the specifics of these strategies and how it differs from the strategies in standard marketing. These features are going to be described on two examples of luxury fashion brands for kids - John Galliano Kids and D&G Junior. In the first part of the thesis there is described the term "luxury" and there are also explained theoretical basics of luxury goods marketing. For this purpose I used czech and foreign literature that is dedicated to analyzed issues. There is also explained the term "brand extension", because most of the luxury fashion brands for kids are divisions of luxury fashion brands for adults. Further there are described specifics of marketing targeting children in connection with luxury fashion. The second part is concerned of the own analysis of examined brands and subsequently their comparation. The last part describes perception of children's luxury in the Czech Republic and how differentiates the conception in our country and abroad. Furthermore this part mentions the critics of luxury fashion for kids.
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